Director, Center of Excellence - Loyalty and Personalization

Wingstop•Dallas, TX

13d

About The Position

The Director, Center of Excellence - Loyalty and Personalization leads Wingstop’s analytics strategy to acquire, retain, reactivate, and grow the value of guests. The role turns customer, transaction, digital, loyalty, and marketing data into decisions that improve the guest experience and drive measurable customer and sales growth. Working across Analytics, CRM/Loyalty, Marketing, Digital, Technology, and Finance, the Director establishes measurement, segmentation, experimentation, and decisioning capabilities that make personalization more relevant, loyalty more effective, and lifecycle investments more accountable. The position sets a strategic roadmap, leads and develops a high-performing analytics team, and contributes hands-on to complex analysis. It builds the systems and practices needed to deliver the right value, experience, or communication to each guest at the right moment and demonstrate incremental impact. The Director also advises senior leaders on enterprise strategy, investment decisions, and growth priorities from a customer-centered perspective.

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 for 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.
Proven ability to distill complex analysis into concise recommendations and compelling executive narratives.

Nice To Haves

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 its roadmap, priorities, and standards for customer lifecycle analytics.
Partner with CRM, Loyalty, Marketing, Digital, Product, Data, and Technology teams to turn business priorities into actionable analytics, learning agendas, and measurable growth plans.
Develop guest segmentation and lifecycle frameworks for 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 to inform 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 recommend improvements to loyalty design, communications, digital experience, offers, and operations.
Create executive-ready reporting and narratives covering acquisition, enrollment, engagement, frequency, retention, reactivation, churn, and customer lifetime value.
Develop scalable personalization measurement and decisioning capabilities with Data, IT, and MarTech teams, ensuring customer data quality, accessibility, and responsible use.
Manage and develop a high-performing analytics team and promote broader organizational understanding and use of customer analytics.
Serve as a thought partner to senior leaders on enterprise strategy, investment decisions, and growth priorities, bringing a customer-centered perspective.

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) matching: 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.