Director, Loyalty Marketing

Preferred Travel Group • Chicago, IL

5h • Hybrid

About The Position

At Preferred Travel Group, we care deeply about our people, nurture independence, and celebrate individuality. We believe that change creates opportunity. We are committed listeners and deliberate storytellers in hospitality. We engineer potential, foster trust, and co-create brighter futures. Our culture values collaboration, adaptability, and precision—qualities essential to every role. We are forever curious, guided by the pineapple as our global symbol of hospitality. We believe the business of hospitality is borderless, and we proudly embrace that spirit every day. We believe that every team member brings unique strengths to the table, and we’re committed to creating an environment where those strengths can thrive. The Director, Loyalty Marketing is responsible for defining and evolving the global loyalty marketing strategy for I Prefer Hotel Rewards, the loyalty program supporting the hotel brands within Preferred Travel Group. The focus of the role is to ensure the value proposition is communicated to our members and prospective members, that marketing efforts support program awareness, revenue generation and long-term loyalty, and that participating hotels are also fully educated on the IP value proposition and how to leverage I Prefer locally. Partnering closely with multiple internal teams including Global Marketing, CRM/Lifecycle, Partnerships, Digital, Sales, Communications, Social, Analytics, and Regional teams, this role translates program strategy and insights into clear priorities, frameworks, and plans that guide execution across channels and regions.

Requirements

• Experience developing and leading customer or loyalty marketing strategies, with the ability to drive integrated initiatives across cross-functional teams, regions, and partners
• Strong strategic thinker with a test-and-learn mindset and a bias toward measurable outcomes; able to translate strategy and value propositions for diverse audiences, markets, and partner needs
• Exceptional written, verbal, and executive-level presentation skills, with a proven ability to influence senior stakeholders and drive alignment
• Global mindset with experience working across regions

Nice To Haves

• Progressive experience leading loyalty and lifecycle strategies, with demonstrated success driving member acquisition, engagement, and retention through insight-led frameworks
• Strong working knowledge of CRM, CDP, and personalization platforms, and how to leverage these capabilities to enable effective lifecycle and loyalty strategies
• Experience partnering with hotels, brands, or franchise networks across regions; hospitality experience with an understanding of hotel operations and on-property activation strongly preferred

Responsibilities

• Define and evolve the global loyalty marketing strategy and plan for I Prefer
• Ensure the loyalty value proposition is clearly articulated for members, participating hotels, media, and partners
• Define the end-to-end member engagement framework across acquisition, onboarding, activation, retention, and reactivation
• Establish lifecycle goals, messaging, and engagement priorities
• Partner with CRM/Lifecycle and Analytics teams to translate strategy into measurable programs
• Enable hotels to effectively activate and promote I Prefer by translating program strategy into clear narratives, frameworks, and guidance
• Serve as the primary owner of how loyalty value is communicated to hotel partners
• Identify opportunities to drive hotel engagement, participation, and program visibility
• Partner with Regional teams to support localized activation aligned to the global strategy
• Create marketing campaigns that build awareness of I Prefer across our core audiences (B2C and B2B)
• Define the loyalty promotion and offer strategy
• Partner with the Partnerships team to define the loyalty positioning, member value proposition, and engagement strategy for loyalty partner launches, announcements, and campaigns
• Drive integration and exposure for I Prefer across the hotel portfolio
• Own loyalty messaging and content strategy across B2C, B2B, and internal audiences
• Develop integrated communication plans with Marketing, PR, Social, Digital and Partners
• Own member program and translate insights into action
• Define loyalty marketing KPIs and partner with Analytics on performance tracking
• Serve as the business owner of member insights, ensuring learnings inform strategy and future innovation

What This Job Offers

• Job Type: Full-time
• Career Level: Director
• Education Level: No Education Listed