Loyalty Marketing Manager

At Home Stores•Coppell, TX

2d•Onsite

About The Position

The Loyalty Marketing Manager will be responsible for developing and executing loyalty strategies that increase customer engagement, frequency, retention and traffic to deliver more sales from our Insider Perks members. They will work closely with Integrated Marketing, Marketing Channel leads, Customer Analytics, Omni and Store teams and play a critical role in improving and personalizing the customer communications cross-channel. This role is responsible for overseeing both the day-to-day and long-term Insider Perks program strategy to drive profitable growth and increase customer loyalty and sales. This role will report to the Senior Director of CRM & Loyalty and is based in Coppell, TX ESSENTIAL FUNCTIONS Monitors key performance indicators related to loyalty program growth, engagement, and retention, presenting regular performance insights to senior management Analyze and track key customer super-segments to drive higher customer lifetime value (more VIPs, more credit card holders, retaining more customers YoY, etc.) In partnership with Channel Owners, stand up and optimize cross-channel marketing programs/tactics aligned with customer super-segments Regular evaluation of loyalty program benefit usage (Customer Analytics dashboard), including reactivation opportunities, customer feedback trends, net-new benefit (testing) opportunities and competitive reviews/trends Owns all loyalty coupon reporting and partners with Channels to understand channel engagement and sustain/increase coupon usage YoY Continuous optimization of loyalty program benefit customer journeys/campaigns, to increase benefit usage and CLV Drive the implementation and adoption of loyalty program cross-channel and ensure the loyalty strategy and branding is applied to all channels consistently Kick off and partner with Channels to brief in and execute loyalty campaigns (GWP, loyalty offer testing, customer engagement campaigns, credit campaigns and more); confirm marketing support with channels, write/edit campaign briefs of the overall campaign and receive Channel briefs from channels, partner with PM Team for deadlines, give creative feedback in GTM and channel reviews, aggregate cross-channel and customer results post-campaign Partner with Creative Teams to KO loyalty program projects; write detailed, thoughtful creative briefs that clearly explain the campaign, give concise and actionable feedback to creative leads that aligns with overall campaign strategy and goals. Serve as final approver of loyalty campaign creative. Collaborate with Channel owners to implement ongoing customer segmentation strategy, loyalty messaging and analytical insights across touchpoints (Email, SMS, Push, Paid, Omni, Social, Store Signage/Store Ops) Own website language related to acquisition vs. retention customer messaging; partner with Omni Team to brief accordingly and continue to increase loyalty messaging and improve customer experience on athome.com Partner with Analytics Teams to conduct analytical deep dives that derive actionable insights for Channels (coupon user, GWP user, etc) Serve as the loyalty liaison with Store Ops and Field Leadership to educate and inspire them about the loyalty program, campaigns and derive consistent customer feedback Deep understanding of our Customer Data: Connecting campaign requirements to the data that fuels them: collaborate with MarTech, Customer Analytics, IT & Omni Teams to define data and reporting needs Ability to consider the customer journey from a holistic view; can zoom out on marketing touchpoints to understand their place in the end-to-end experience of the customer Establishes communication channels for receiving and acting upon program feedback, ensuring continuous program enhancements align with customer needs and business strategies Helps manage the Loyalty program budget, including research of net-new campaigns to drive further customer activation

Requirements

5+ years of digital marketing experience or loyalty marketing experience (retail or eCommerce preferred)
Analytically minded, but is a marketer by trade
Proven ability to utilize customer and behavioral data to drive compelling and relevant customer communications strategies that drive business outcomes
Strong analytical mindset; with an obsession for tapping into the power of primary data
Demonstrates a proactive mindset which includes constant testing, learning and iterating, and have proven examples of how you have used this to deliver meaningful results
Customer centric and understand the need to put customers behavior at the center of all programs and engage with them seamlessly across all touch points in real-time
Deep understanding of CRM/data structures and how they work together to create comprehensive and effective customer journeys
Use marketing automation and channel nurturing to engage and reactivate customers across their journey
Skilled in both process management and in requirement building
Detail-oriented, self-starter, curious and innovative mindset, with the ability to react quickly to changing priorities without full guidance
Expertise in Customer Lifetime Value (LTV), customer journey analysis, segmentations, etc.
Proven experience working cross-functionally with Data Science and Analytics teams.
Familiar with digital platforms (i.e., Google Analytics, Adobe Analytics, Salesforce Marketing Cloud)
Strong verbal/written communication and presentation skills across the business
Uses resources effectively to generate solutions; takes initiative when resolving problems.

Responsibilities

Monitors key performance indicators related to loyalty program growth, engagement, and retention, presenting regular performance insights to senior management
Analyze and track key customer super-segments to drive higher customer lifetime value (more VIPs, more credit card holders, retaining more customers YoY, etc.)
In partnership with Channel Owners, stand up and optimize cross-channel marketing programs/tactics aligned with customer super-segments
Regular evaluation of loyalty program benefit usage (Customer Analytics dashboard), including reactivation opportunities, customer feedback trends, net-new benefit (testing) opportunities and competitive reviews/trends
Owns all loyalty coupon reporting and partners with Channels to understand channel engagement and sustain/increase coupon usage YoY
Continuous optimization of loyalty program benefit customer journeys/campaigns, to increase benefit usage and CLV
Drive the implementation and adoption of loyalty program cross-channel and ensure the loyalty strategy and branding is applied to all channels consistently
Kick off and partner with Channels to brief in and execute loyalty campaigns (GWP, loyalty offer testing, customer engagement campaigns, credit campaigns and more); confirm marketing support with channels, write/edit campaign briefs of the overall campaign and receive Channel briefs from channels, partner with PM Team for deadlines, give creative feedback in GTM and channel reviews, aggregate cross-channel and customer results post-campaign
Partner with Creative Teams to KO loyalty program projects; write detailed, thoughtful creative briefs that clearly explain the campaign, give concise and actionable feedback to creative leads that aligns with overall campaign strategy and goals. Serve as final approver of loyalty campaign creative.
Collaborate with Channel owners to implement ongoing customer segmentation strategy, loyalty messaging and analytical insights across touchpoints (Email, SMS, Push, Paid, Omni, Social, Store Signage/Store Ops)
Own website language related to acquisition vs. retention customer messaging; partner with Omni Team to brief accordingly and continue to increase loyalty messaging and improve customer experience on athome.com
Partner with Analytics Teams to conduct analytical deep dives that derive actionable insights for Channels (coupon user, GWP user, etc)
Serve as the loyalty liaison with Store Ops and Field Leadership to educate and inspire them about the loyalty program, campaigns and derive consistent customer feedback
Deep understanding of our Customer Data: Connecting campaign requirements to the data that fuels them: collaborate with MarTech, Customer Analytics, IT & Omni Teams to define data and reporting needs
Ability to consider the customer journey from a holistic view; can zoom out on marketing touchpoints to understand their place in the end-to-end experience of the customer
Establishes communication channels for receiving and acting upon program feedback, ensuring continuous program enhancements align with customer needs and business strategies
Helps manage the Loyalty program budget, including research of net-new campaigns to drive further customer activation