Senior Director Loyalty Program

2 weeks ago

Nashville, United States Genesco Full time
The Ideal Candidate

As the Senior Director of Customer Loyalty, you will play a pivotal role in shaping and executing Journeys' customer loyalty strategy. You'll be responsible for enhancing customer engagement, driving retention, and maximizing the value of our loyal customer base. This role combines strategic vision with hands-on execution, ensuring that both Journeys All Access Rewards Program members and non-members receive exceptional experiences.

How You Will Make an Impact

1. Journeys All Access Rewards Program Development:
  • Collaborate with cross-functional teams (Marketing, Product, Technology) to evolve and optimize the Journeys All Access Rewards Program.
  • Define program enhancements, benefits, and personalized experiences to drive member satisfaction and long-term loyalty.
  • Monitor program performance metrics, analyze data, and recommend adjustments as needed.

2. Customer Loyalty Strategy:
  • Develop and execute a comprehensive customer loyalty strategy that encompasses both program members and non-members
  • Identify opportunities to enhance customer engagement, increase repeat purchases, and foster brand advocacy.
  • Leverage data-driven insights to segment and target different customer groups effectively

3. Program Communication and Engagement:
  • Oversee communication strategies for program members, ensuring timely and relevant messaging.
  • Collaborate with Marketing and CRM teams to create compelling content, promotions, and personalized offers.
  • Drive engagement through targeted campaigns, events, and exclusive member experiences.
  • Direct the development of defined, prescribed customer journeys that could engage customers in one or many marketing channels

4. Customer Insights and Feedback:
  • Gather customer feedback through surveys and other channels.
  • Translate insights into actionable recommendations for program enhancements and customer experience improvements.
  • Champion the voice of the customer within the organization.

5. Cross-Functional Collaboration:
  • Work closely with Product teams to enhance the digital experience for loyalty program members.
  • Collaborate with Customer Service to address member inquiries and resolve issues promptly.
  • Partner with Retail Operations to ensure seamless in-store experiences for program members.

6. Performance Measurement and Reporting:
  • Continue the development of KPIs for loyalty program success and track performance against targets.
  • Regularly report on program metrics, including member acquisition, retention, and lifetime value.
  • Provide insights to senior leadership and recommend strategic adjustments.


Experience and Skills You'll Need to Have

  • Bachelor's Degree with at least 7 years related experience or an equivalent combination of education and experience required.
  • B2C loyalty and CRM marketing experience for an omnichannel retailer preferred
  • Experience managing budgets and profit/loss statement impact strongly preferred
  • Experience working with Loyalty Management Platforms (e.g. CrowdTwist, SessionM, Salesforce, Cheetah Digital, etc.) preferred
  • Ability to collaborate with cross-functional teams to work towards a common goal
  • Excellent verbal and written communication skills with ability to leverage business and technical insight
  • Strong ability to analyze, identify, and understand critical issues and information to make informed business decisions
  • Ability to work independently and in a team environment
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