Director, Center of Excellence - Loyalty and Personalization

Wingstop•Dallas, TX

13d

About The Position

The Director, Center of Excellence - Loyalty and Personalization leads the analytics strategy that helps Wingstop acquire, retain, reactivate, and grow the value of its guests. The role turns customer, transaction, digital, loyalty, and marketing data into clear decisions that improve the guest experience and drive measurable customer and sales growth. It operates across Analytics, CRM/Loyalty, Marketing, Digital, Technology, and Finance, establishing the measurement, segmentation, experimentation, and decisioning capabilities needed to make personalization more relevant, loyalty more effective, and lifecycle investments more accountable. The director leads the Loyalty and Personalization analytics vertical within the Analytics Center of Excellence, setting its roadmap, priorities, and standards for customer lifecycle analytics. This leader develops guest segmentation and lifecycle frameworks, customer value capabilities, rigorous test-and-learn practices, executive-ready reporting, and scalable personalization measurement and decisioning capabilities. The role also manages and develops a high-performing analytics team and serves as a thought partner to senior leaders on customer-centered strategy, investment decisions, and growth priorities. Wingstop describes its culture as entrepreneurial, service-minded, fun, and authentic. It values humility, accountability, curiosity, action, empathy, collaboration, constructive feedback, and continuous improvement. The company emphasizes that its work should support the success of its restaurants.

Requirements

Bachelor’s degree in analytics, statistics, economics, mathematics, business, marketing, engineering, or a related field.
At least 8 years of progressive experience in customer analytics, CRM analytics, loyalty, personalization, marketing analytics, consulting, or a related field.
At least 4 years of experience leading and developing high-performing analytics teams.
Demonstrated experience using customer and transactional data to influence lifecycle strategy and deliver measurable business results.
Deep experience with customer segmentation, cohort analysis, customer lifetime value, retention and churn analysis, campaign measurement, and experimentation.
Strong understanding of CRM and loyalty ecosystems, including the data and measurement requirements that support one-to-one communications and personalization.
Experience partnering effectively with marketing, CRM, digital, product, finance, data, and technology stakeholders.
Advanced analytical and technical fluency, including SQL and BI tools.
Ability to distill complex analysis into concise recommendations and compelling executive narratives.

Nice To Haves

An advanced degree.
Familiarity with Python, R, statistical modeling, machine learning concepts, and modern data environments.
Experience in restaurant, retail, consumer, e-commerce, hospitality, or another high-frequency customer business.

Responsibilities

Lead the Loyalty and Personalization analytics vertical within the Analytics Center of Excellence, setting the roadmap, prioritization, and standards for customer lifecycle analytics.
Partner with CRM, Loyalty, Marketing, Digital, Product, Data, and Technology teams to translate business priorities into actionable analytics, learning agendas, and measurable growth plans.
Develop the guest segmentation and lifecycle framework used to guide acquisition, enrollment, onboarding, retention, reactivation, frequency, and churn strategies.
Build and evolve customer value capabilities, including customer lifetime value, propensity models, next-best-action recommendations, offer sensitivity, and customer migration analysis.
Establish rigorous test-and-learn practices for CRM and personalization, including test design, control groups, incrementality measurement, and readouts that inform future investment decisions.
Measure the incremental impact of loyalty programs, personalized offers, lifecycle communications, and CRM campaigns on customer behavior, sales, margin, and long-term value.
Identify growth opportunities and friction points across the guest journey and translate findings into recommendations for loyalty design, communications, digital experience, offers, and operational improvements.
Create executive-ready reporting and narratives covering acquisition, enrollment, engagement, frequency, retention, reactivation, churn, and customer lifetime value.
Lead development of scalable personalization measurement and decisioning capabilities with Data, IT, and MarTech teams, ensuring data quality, accessibility, and responsible use of customer data.
Manage and develop a high-performing analytics team while helping increase the broader organization’s understanding and use of customer analytics.
Serve as a thought partner to senior leaders, bringing a customer-centered perspective to enterprise strategy, investment decisions, and growth priorities.

Benefits

Unlimited paid time off for exempt employees.
One paid volunteer day of your choice.
Competitive bonus structure for eligible roles.
Team member stock purchase plan.
Health savings or flexible spending account options.
401(k) with matching contributions: dollar for dollar on the first 3% and 50 cents on the dollar for the next 2% of team member contributions, up to 5% of eligible compensation.
Comprehensive medical, dental, and vision benefits.
Basic life and AD&D insurance provided.
Pet insurance.
Education assistance.
Wellness reimbursement program.
Paid maternity and paternity leave.
Lunch provided every Tuesday and Thursday in the office.
Discount on Wingstop gift cards.
Onsite game room.