Manager of Loyalty

Yesway-posted about 1 year ago

Full-time • Senior

Fort Worth, TX

251-500 employees

Gasoline Stations and Fuel Dealers

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The Manager of Loyalty at Yesway is responsible for overseeing the execution and enhancement of the company's loyalty program. This role involves collaborating with various departments to implement effective marketing strategies, analyze customer data, and improve customer engagement through targeted communications and offers. The position requires a strategic mindset combined with hands-on execution skills to drive customer retention and loyalty across Yesway's convenience stores.

Manage the ongoing program execution including promotional copy, rules and restrictions, legal review, customer service, website and mobile apps, cards, testing, and training.
Identify opportunities to increase execution of the loyalty program at the store level and collaborate with operations to implement improvements.
Work with loyalty vendors to enhance loyalty penetration through impactful program elements and targeted communication to customers.
Collaborate with category managers to include vendor participation and support of the loyalty program through targeted marketing and promotional opportunities.
Travel to stores to validate, support, and improve overall program execution (approx. 25% travel).
Assist the marketing team in promoting the loyalty program through in-store and other media channels as appropriate.
Integrate existing and/or new loyalty campaigns within the company's social media platforms to increase user penetration.
Develop reporting and metrics to understand overall customer retention, repeat behavior, customer segmentation, and the overall value of the program.
Monitor the competitive landscape, test new approaches, and adopt best practice strategies for the loyalty program.
Create new customer engagement opportunities using loyalty data and insights to target communications and offers.

Bachelor's Degree in Marketing or a related field.
5+ years of strong B2C or B2B marketing or advertising experience.
5+ years of CRM/Loyalty experience and/or database marketing and analysis experience preferred.
Thorough knowledge of reporting tools, including experience with BI tools and Microsoft Excel.
Ability to define opportunities and problems, collect and analyze data, establish facts, and make valid conclusions.
Sound understanding of marketing principles.

Capable of operating in both a strategic capacity and a hands-on/execution capacity.
Ability to work across departments and multiple levels effectively.
Experience managing complex projects, priorities, and tasks.
Ability to operate under pressure and meet tight deadlines.
Effective oral and written communication skills.
Creative, innovative thinker and energetic.

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