Loyalty Program Lead

L.L.Bean•Freeport, NY

1d•Hybrid

About The Position

L.L.Bean is expanding its Customer Marketing organization with the introduction of a new customer loyalty program designed to deepen customer engagement, build long-term loyalty, and accelerate omnichannel growth. The Loyalty Program Lead will serve as the day-to-day owner of the new program. This role sits within the CRM function and reports to the Senior Manager, CRM & Loyalty. While not a formal people manager, this is a senior, hands-on role responsible for activating strategy, driving program performance, managing the member experience, and ensuring operational excellence. The Lead will collaborate closely across marketing program management, insights & analytics, retail, e-commerce, product management, customer service, information services, finance, card services and external agency/technology partners. The ideal candidate combines strong program leadership, customer-centric thinking, analytical rigor, executional excellence and cross-functional influence. You will ensure the program delivers an exceptional experience for customers while supporting L.L.Bean’s broader business goals.

Requirements

Strong understanding of loyalty program mechanics, customer value drivers, and retail economics.
Excellent analytical skills; comfortable working with dashboards, performance reporting, segmentation, and KPIs; demonstrated experience translating data into actionable insights.
SQL skills a plus.
Experience working with CRM platforms, CDPs, loyalty engines, or marketing automation systems.
Experience supporting test-and-learn approaches, experimentation, or pilot programs preferred.
Ability to balance strategic thinking with hands-on, day-to-day execution.
Strong project management capability with a bias toward operational discipline, prioritization and follow-through.
Customer-obsessed mindset with a commitment to delivering meaningful and delightful member experiences.
Proven experience driving GTM plans, campaign launches, and omnichannel program operations.
Highly-tuned cross-functional collaboration, communication and influence skills.
Comfort operating in a highly cross-functional, matrixed environment with multiple stakeholders and dependencies; ability to navigate complex organization dynamics.
Demonstrated problem-solving and decision-making skills; proactively identifies questions, opportunities and areas for improvement and brings forward recommendations.

Nice To Haves

Master’s Degree or MBA preferred but not required

Responsibilities

Collaborate across departments to bring loyalty experiences to life across all customer touchpoints (email, site, catalog, in-store, media, customer service) and ensure a smooth and consistent CX.
Drive day-to-day GTM planning and execution for new loyalty campaigns, benefits launches, seasonal activations, and member communications.
Maintain the program roadmap, including enhancements, benefit evolution, and ongoing testing.
Partner with Product Management and IT teams to translate business needs into requirements and support functionality enhancements and troubleshooting.
Manage day-to-day relationships and delivery with external partners (loyalty platforms, agencies, consultants, technology providers, etc.).
Partner with Insights & Analytics team to support the definition, tracking and evolution of core loyalty KPIs.
Develop and distribute regular reporting and action-oriented insights on program performance, risks and opportunities.
Analyze member lifecycle behavior with a focus on how loyalty currency and benefits influence behavior to inform optimization recommendations.
Apply test-and-learn methodologies to improve engagement, reward structures, and communication effectiveness, summarizing learnings and next steps.
Identify and partner to implement strategies to grow membership, including enrollment optimization, customer acquisition integration, personalized communications, and incentive structures.
Work with lifecycle marketing to build and optimize targeted journeys across the loyalty lifecycle – from early engagement and benefit awareness to reactivation strategies
Identify high-value segments and partner with cross-functional teams to activate personalized experiences that build lasting loyalty.
Synthesize qualitative feedback (member input, customer service insights, store feedback) into actionable experience improvements.
Lead day-to-day execution and operations of the L.L.Bean loyalty program, ensuring consistent, high-quality customer and member experiences.
Ensure loyalty program compliance with operational rules, privacy requirements, and financial accounting standards, in partnership with Legal, Finance and Technology teams.
Develop and maintain program documentation, internal training guidance, process flows, and operating procedures.
Partner with Finance to support redemption liability forecasting, benefit cost modeling, and P&L impact analysis.