Head of CRM, Personalization, & Loyalty

Inspire Brands-posted 10 months ago

Full-time • Senior

Atlanta, GA

Food Services and Drinking Places

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The Head of CRM, Personalization, & Loyalty will lead the development and execution of enterprise-wide CRM and personalization strategies across five distinct QSR brands. This role is responsible for creating a scalable framework that leverages customer insights, lifecycle behaviors, and digital engagement strategies to drive customer loyalty and maximize brand impact. Acting as a strategic partner to brand teams, this leader will build the tools, processes, and standards needed to ensure each brand can execute data-driven CRM and personalization initiatives aligned with brand-specific business objectives. In addition, the Head of CRM, Personalization, & Loyalty will lead efforts to design new loyalty programs for brands without existing programs and drive innovation and strategic improvements for established loyalty programs at other brands. The ideal candidate is a strategic and innovative leader with a passion for leveraging data and insights to create impactful, customer-centric strategies that drive loyalty and business growth.

Collaborate with each brand to develop and orchestrate contact strategies that include advanced segmentation, channel mix, message hierarchies, and frequency/timing guidelines.
Develop playbooks, processes, and best practices that enable brand teams to launch campaigns efficiently while maintaining enterprise-wide standards.
Identify key customer behaviors, motivations, and inflection points to implement triggered touchpoints within the customer lifecycle, fostering meaningful engagement and retention.
Define and maintain a roadmap that optimizes the use of Contentful, Salesforce Marketing Cloud (SFMC), Epsilon, mParticle, Movable Ink, MoEngage, Voxie, and other relevant platforms for each brand.
Oversee the onboarding and integration of Martech tools and processes to deliver integrated, cross-channel customer experiences.
Lead retrospective reviews of CRM and personalization initiatives, assessing the effectiveness of segmentation strategies, messaging, and content to inform continuous improvement.
Create a standardized playbook for loyalty program design, defining development of core mechanics (e.g., earning/redemption rules, tier structures, benefits).
Lead the design of loyalty programs for brands without existing programs, collaborating with brand teams to ensure each program aligns with brand objectives and customer needs.
Evaluate current loyalty programs, identifying areas for enhancement and innovation (e.g., gamification, experiential rewards, tier-based structures).
Work closely with brand leaders and key stakeholders to introduce innovative loyalty mechanics, differentiating existing programs and driving deeper customer engagement.
Oversee pilot initiatives to test, validate, and iterate on new loyalty concepts, using data-driven insights to guide broader rollouts.
Serve as a thought leader on loyalty innovation, staying ahead of industry trends and translating them into actionable strategies for brands.
Establish key performance indicators and measurement frameworks to track and optimize CRM and personalization efforts.
Develop a robust experimentation framework, setting clear hypotheses, success metrics, and processes for A/B or multivariate testing across brands.
Partner with Data/Analytics teams to interpret results, share insights, and integrate findings into ongoing CRM and loyalty strategies.
Create a regular reporting cadence and communication plan that keeps stakeholders informed of outcomes, learnings, and areas for continuous improvement.
Collaborate with brand teams to align CRM and personalization strategies with each brand's overarching marketing and business objectives.
Work with demand generation teams to integrate paid and owned channel strategies, forecasting the impact of marketing messages on sales and brand engagement.
Align with Product and IT teams to continuously identify MarTech improvements that advance personalization capabilities.
Conduct workshops, training sessions, and stakeholder reviews to ensure consistent adoption of frameworks, tools, and best practices across the organization.
Foster an environment of collaboration, accountability, and professional development, encouraging strategic thinking and agile execution within your team and across departments.

Bachelor's degree in marketing, Business, or related field (MBA or advanced degree preferred).
8+ years of progressive experience leading CRM, personalization, or loyalty initiatives; QSR, retail, or other consumer-focused industries highly valued.
Demonstrated success in leveraging tools like Salesforce Marketing Cloud, CDPs, and marketing automation platforms to drive personalization at scale.
Proven ability to design and implement new loyalty programs, as well as optimize existing ones, with an emphasis on innovative features and engaging rewards.
Strong track record of using data-driven insights to guide strategic decisions, measure program ROI, and optimize marketing performance.
Skilled at team building, cross-functional collaboration, and stakeholder communication; comfortable advocating new ideas at all organizational levels.
Adept at long-term planning while remaining agile to respond to evolving market conditions, technology, and customer needs.

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