Director, Loyalty & Membership

Anaheim Ducks Hockey Club•Anaheim, CA

1d•$165,000 - $205,000•Onsite

About The Position

The Director, Loyalty & Membership will lead OCVIBE's efforts to turn membership into a powerful driver of guest engagement and business performance — giving members more reasons to visit, participate, explore and return across the district. The Director will own the ongoing performance and evolution of the program, using member insight, offers, experiences, recognition and communications to drive measurable changes in behavior. The Director, Loyalty & Membership is accountable for translating OCVIBE’s loyalty & membership strategy into a scalable, operational program — leading launch readiness, lifecycle management, program governance, cross-functional execution, platform operations, and ongoing optimization across the district. This is also a builder role. At launch, the Director will operate as an individual contributor, directly standing up many of the processes, tools, governance mechanisms, campaigns and operating routines that will ultimately support a scaled, district-wide loyalty and membership program across OCVIBE’s entertainment, hospitality and mixed-use ecosystem.

Requirements

8+ years in loyalty, membership, or lifecycle marketing roles, spanning both strategy and hands-on program execution.
Experience building or materially scaling a loyalty, membership or lifecycle program in a complex consumer environment such as hospitality, sports/entertainment, retail or mixed-use destinations.
Experience operating complex programs across multiple business units, brands, operators or partners with distributed ownership.
Strong commercial and financial fluency, with the ability to evaluate promotional economics, offer funding, incrementality and business cases across multiple P&Ls.
Demonstrated ability to establish governance, decision rights and cross-functional operating rhythms in matrixed organizations.
Track record of driving outcomes through cross-functional influence rather than direct authority.
Experience taking a loyalty or membership program from strategy and requirements through implementation, launch and ongoing operations.
Working knowledge of loyalty/membership platforms, CRM, identity, audience segmentation and guest data concepts, with ability to translate business needs into platform, data and integration requirements.
Exceptional executive communication, stakeholder management, program leadership and organizational skills, with the ability to create clarity and drive decisions in ambiguous, cross-functional environments.

Nice To Haves

Experience with the LAVA loyalty platform is a plus.

Responsibilities

Translate the approved OCVIBE membership strategy and framework into an executable multi-year program roadmap.
Own the integrated loyalty roadmap across program operations, member experience, platform capabilities, lifecycle engagement and organizational readiness.
Identify capability, process, resource and organizational requirements needed to scale the program.
Partner with relationship owners on the introduction and activation of new statuses, ensuring the membership platform consistently recognizes and operationalizes those relationships.
Own the member journey — Join (acquisition/enrollment), Attend (activation), Drive (retention) — and the behavioral objectives within each stage, including cross-pollination across OCVIBE experiences and participation across the district, not just within a single business.
Translate Join, Attend and Drive objectives into executable journeys, audiences, triggers, offers, communications and recognition mechanics in partnership with the teams that own the underlying customer relationships and channels.
Own the integrated member recognition experience, ensuring statuses, recognition, achievements and associated entitlements are consistently activated, surfaced and communicated across the member journey.
Establish the day-to-day operating model for OCVIBE Loyalty, including workflows, SLAs, approvals, escalation paths and recurring operating cadences.
Lead end-to-end launch readiness across program, marketing, digital product, CRM, data, technology, venue operations and participating businesses.
Establish campaign and offer intake, configuration, QA, approval, launch and post-launch review processes.
Define member servicing and exception-management processes, including offer, badge, status and account-related escalations.
Establish change-management processes for program rules, platform configuration, benefits, offers and member-facing experiences.
Establish post-launch operating health and issue-management routines, ensuring member-facing, operational and platform issues are identified, triaged, resolved and incorporated into continuous improvement.
Build the future Loyalty Operations organization and define the capabilities and roles required as the program scales.
Own the ongoing performance of the loyalty program, using membership to drive measurable, incremental changes in visitation, frequency, spend, retention and cross-district participation.
Identify opportunities within member behavior and translate them into campaigns, offers, experiences and recognition that drive desired actions.
Partner with OCVIBE businesses and operators to use loyalty to address specific business opportunities — driving incremental visits, shifting demand to priority dayparts and occasions, and encouraging discovery across venues and experiences.
Establish a continuous test-and-learn approach, using member behavior and program performance to improve results and inform what comes next.
Establish and administer program governance, including decision rights, approval paths, operating standards and escalation mechanisms.
Own district-wide recognition governance while establishing how relationship-owner statuses are recognized and activated by the platform.
Maintain clear ownership boundaries across OCVIBE Loyalty, Ducks, Honda Center, Katella Commons and other participating businesses.
Facilitate cross-functional decisions involving communications, offers, funding, campaign prioritization and member experience.
Build and refine the case for loyalty investment both centrally and via individual business owners — translating engagement, retention, and cross-experience participation into terms (occupancy, tenant performance, visitation) that resonate with real estate economics as well as consumer marketing metrics, bridging operator thinking and asset-manager thinking into one shared model.
Develop and administer the loyalty funding framework in partnership with Finance and participating business owners, establishing clear principles for how shared, business-specific and venue-specific loyalty investments are funded.
Establish clear funding classifications, approval requirements and measurement standards for enterprise-, asset-, business- and venue-funded offers and experiences.
Serve as the senior business owner of the loyalty/membership platform and, during the build phase, operate hands-on within the platform to configure, test and troubleshoot offers, recognition mechanics, eligibility rules and member journeys as needed.
Own business requirements and prioritization for loyalty platform capabilities, partnering with Digital Product, Technology, CRM and Data teams on capabilities and integrations that extend beyond the loyalty platform.
Own the vendor relationship for the loyalty/membership technology stack, including evaluation and day-to-day management.
Define and track the KPIs that demonstrate the program's value to guests, operators, and the district (enrollment, activation, engagement, retention, cross-experience participation), and establish reporting cadences and dashboards in partnership with Guest & Business Intelligence.