Manager, Loyalty & CRM

Ariat•San Leandro, CA

18h•$100,000 - $115,000

About The Position

We're looking for a Manager, Loyalty & CRM to manage the day-to-day execution of our loyalty program, Ariat Insider, and our CRM marketing initiatives — while contributing to the strategy that drives both forward. This role sits at the center of our member experience, supporting how customers engage with the Ariat brand beyond the transaction: through signature loyalty campaigns, exclusive member benefits, and experiences that deepen connection and drive lifetime value. This is a role for a doer with strategic curiosity — someone who can turn customer data into insight and ideas into action. You'll have the chance to present campaign concepts to the Senior Director and Chief eCommerce Officer, while rolling up your sleeves to bring programs to life. This is a highly cross-functional role: you'll collaborate with creative, legal, data analytics, retail, site operations, IT, customer service, and external partners to deliver best-in-class member experiences.

Requirements

3–6 years of experience in loyalty marketing, CRM, retention marketing, or related field
Proven track record managing multi-channel campaigns end to end — including creative kickoff, legal review, QA, launch, and reporting
Strong project management skills with the ability to juggle multiple concurrent workstreams, stakeholders, and deadlines
Proficiency with Google Workspace (Slides, Sheets, Docs), and comfort building decks and maintaining reporting trackers
Excellent cross-functional communication — this role interfaces daily with creative, legal, retail, e-commerce, merchandising, IT, and external partners

Nice To Haves

Experience in retail, apparel, footwear, or lifestyle brands
Experience managing sweepstakes, contests, or regulated promotions, including official rules and winner fulfillment
Hands-on experience with a loyalty platform (Annex Cloud, Yotpo, LoyaltyLion, or similar) and an Email Service Platform (Salesforce Marketing Cloud, Cordial, Braze or similar)
Familiarity with work management tools (Workfront, Jira, or similar)
Working knowledge of SMS marketing compliance and data collection best practices
Experience with Lucidchart, Canva, and competitive intelligence research

Responsibilities

Owning day-to-day management and ongoing optimization of the loyalty activation and acquisition program strategy, including member benefits, point campaigns, partnership opportunities and new engagement opportunities
Managing the loyalty platform campaigns: setting up, testing, and QA all promotions in development and production environments, and managing campaign scheduling
Developing and launching new member activation ideas, in-store member services and events, and future initiatives
Maintaining promotion process documentation, and distributing to merchandising, retail, and e-commerce stakeholders on defined timelines
Planning and executing loyalty campaigns and seasonal events (e.g., Member Week, holiday gifting campaigns, themed sales moments) from concept through post-mortem
Leading and coordinating campaign kickoffs with creative teams, route projects through creative review and approval processes, and managing stakeholder sign-off at each stage
Managing email marketing initiatives in partnership with the CRM/email team, including journey optimization, audience targeting, and A/B testing
Managing end-to-end sweepstakes execution: official rules and affidavits, landing page development with web teams, SMS setup, entry data collection, and winner verification and fulfillment
Partnering with legal to ensure all promotions, sweepstakes, and licensing agreements are compliant and properly routed for approval
Coordinating with third-party sweepstakes platforms (e.g., Viral Sweeps) and ensure internal stakeholders receive assets ahead of launch deadlines
Coordinating loyalty-exclusive product initiatives: product sourcing, sample management for photo/video shoots, purchase orders, SAP item setup, and DC delivery verification
Partnering with store operations teams on in-store loyalty offers, signage, and member experiences
Owning weekly and monthly reporting for loyalty program
Analyzing promotion performance (returns, customer repeat rate, order repeat rate) and presenting findings and recommendations
Maintaining competitive intelligence: monitoring competitor loyalty programs, conducting deep-dive research (e.g., peer loyalty program audits), and keeping leadership decks current
Assisting with other responsibilities based on business needs.