Loyalty Manager

Blarney Castle Oil Co•Bear Lake, MI

23h•Onsite

About The Position

The Loyalty and Marketing Manager is responsible for the strategic oversight, operational execution, marketing material, and performance optimization of all company loyalty programs (Fuel Brand Programs and EZ Mart Rewards). This role ensures strong vendor partnerships, customer engagement, employee adoption, and cross-brand alignment while maximizing sales, penetration, retention, and promotional effectiveness across all locations. The position plays a critical role in maintaining and improving the success of an established fuel brand loyalty while continuing to develop and refine EZ Rewards.

Requirements

5+ years in loyalty marketing, retail marketing, or multi-location retail operations.
Experience managing branded loyalty programs preferred.
Strong analytical skills with ability to translate data into strategy.
Experience working with CPG vendors and promotional funding programs.
Demonstrated ability to manage change without disrupting successful existing systems.
Strong cross-functional leadership and communication skills.

Responsibilities

Oversee the strategic management of both Fuel Brand Loyalty and EZ Rewards recognizing the value and complexity of operating dual loyalty platforms.
Identify and execute cross-promotional opportunities that leverage both platforms to drive sales and customer retention.
Maintain strong working relationships with internal and external stakeholders to support program compliance, marketing initiatives, and performance goals.
Preserve customer and employee buy-in for the program while identifying opportunities for growth in active participation.
Develop and implement a coordinated strategy that supports both branded fuel programs and proprietary loyalty initiatives.
Deliver a loyalty strategy that accommodates all stores and customers (Fuel and EZ Rewards).
Collaborate with category managers/buyers to develop a program where all marketing material is funded by vendors.
Evaluate the current in-store marketing strategy and upgrade as needed.
Work with Fuel Brands and category managers to align on signage needs and costs.
Outline strategic signage placement that maximizes visibility and reduces clutter.
Responsible for marketing and promoting car wash services in Southwest Michigan to attract and retain customers.
Partner with Operations to develop training, communication and in store expectations.
Must have an in-store presence to ensure employees are engaged and aligned with loyalty promotions and standards.
Ensure loyalty promotions are submitted timely to pricebook for setup and marketing material.
Work with Hackney and category managers to ensure materials are accurate and compliant.
Monitor participation rates, redemption trends, and sales impact for all loyalty programs.
Analyze customer engagement metrics to improve effectiveness and retention.
Develop reporting dashboards and performance updates for senior leadership.
Identify opportunities to increase inside-store engagement beyond current participation levels.
Leverage data to identify opportunities to focus on and successes to celebrate.
Manage incentives to ensure they are realistic, effective and employees receive timely.
Partner with operations, marketing, and store leadership to ensure strong execution at the site level.
Work collaboratively with internal leaders (including field operators) to refine program strategy and scale best practices.
Support future brand integrations and additional loyalty partnerships as the company.