Senior Specialist - CRM and Loyalty

Lidl US•Arlington, MA

11d•$90,000 - $100,000•Hybrid

About The Position

The Senior Specialist - Customer Relations Management (CRM) & Loyalty covers customer communication, strategy, data insights, operations, and partnerships. The role combines creative thinking with structured execution to drive user interaction and engagement within Lidl Plus. In addition to operational delivery, the specialist continuously improves processes, explores ways to enhance customer engagement, and helps ensure a consistent, premium Lidl Plus experience across digital and physical touchpoints. The position coordinates CRM and loyalty campaign execution, customer journeys, segmentation, personalization, performance measurement, and related processes. It also supports national and international projects, cross-functional collaboration, documentation, training, and onboarding. The role has no direct or indirect supervisory responsibilities and monitors efficient day-to-day use of team financial and material resources.

Requirements

Bachelor’s degree in marketing, business administration, or a related field; alternatively, 3+ years of retail store/field leadership or Assistant Store Manager experience.
3–5 years of progressive experience in CRM, digital marketing, or loyalty program management.
Hands-on experience building automated customer journeys and targeted lifecycle communications.
Practical knowledge of customer segmentation methods and dynamic content execution.
Proficiency in Google Workspace or related software.
Technical proficiency in Salesforce Marketing Cloud (SFMC) or an equivalent enterprise marketing platform for managing promotions, email, push, and in-app channels.
Data mining experience and related software knowledge, such as advanced Excel/Google Sheets or SQL.
Experience with reporting and dashboard tools/software, such as Tableau or Power BI.
Strong written and verbal communication skills, including the ability to adapt messaging for localized customer bases.
Ability to implement operational changes effectively and apply established approaches flexibly to resolve problems.
Ability to structure and prioritize responsibilities in consultation with management to meet strict deadlines.
Ability to understand cross-departmental impacts and independently resolve recurring operational challenges within defined time and budget constraints.
Ability to communicate concepts clearly, provide proactive updates, listen actively, foster cross-departmental relationships, and address differing perspectives diplomatically and constructively.
Ability to demonstrate and continuously apply the company’s workplace values: Performance, Respect, Trust, Grounded, and Belonging.
Ability to sit for prolonged periods at a desk or computer terminal; stooping, bending, twisting, reaching, and lifting up to 25 pounds may be required.

Responsibilities

Create and maintain promotions and features in Salesforce and Marketing Cloud.
Coordinate data input from internal systems and stakeholders.
Perform quality checks before campaign launches.
Plan and manage automated customer journeys across the customer lifecycle.
Create localized push notifications, in-app messages, banners, and email communications.
Plan and implement national loyalty campaigns based on international frameworks.
Monitor campaign performance and optimize campaigns based on results.
Develop gamified mechanics to enhance user engagement and retention.
Collaborate with Marketing to align concepts.
Define and manage customer segments for personalized campaigns.
Plan and optimize article selection for coupon and content personalization.
Measure and report on personalization performance and effectiveness.
Manage projects, work processes, systems, and procedures to ensure efficient workflow.
Update guidelines, standard operating procedures, and instructional materials.
Identify, develop, and propose business and process improvement opportunities.
Support national and international projects by producing business requirements, performing business system tests, and contributing to technical improvements.
Collaborate with international colleagues to exchange learnings and align on CRM developments.
Contribute to documentation, internal training, and onboarding of new team members.
Monitor efficient day-to-day use of financial and material resources within the team, apply established cost-reduction initiatives, and identify local optimization opportunities.

Benefits

10% employee-only discount on purchases made at Lidl stores.
Medical and prescription coverage.
Dental coverage.
Vision coverage.
Paid holidays and paid time off (PTO) for sickness or vacation.
Dedicated training plans.
401(k) plan with a 5% company match.
Voluntary term life and AD&D insurance.
Total Well-Being Program.
DailyPay, a voluntary benefit that provides access to pay on the employee’s schedule.