Manager of Loyalty Marketing

3 weeks ago

Tampa, United States Bloomin' Brands Full time

The Loyalty Marketing Manager at Bloomin' Brands spearheads the strategic evolution of the Dine Rewards program into a pivotal driver of growth and guest satisfaction. Responsible for developing and executing dynamic loyalty marketing strategies, this role focuses on maximizing customer acquisition, engagement, and retention. Central to this mission is the adept management of day-to-day program operations, leveraging data insights to optimize performance, and implementing targeted campaigns to boost enrollment and activity.

Additionally, the role entails transforming the program from a traditional rewards system into a strategic loyalty lever that aligns closely with overarching business objectives. This involves leveraging technical expertise in managing the Marigold loyalty platform, collaborating with the IT department for seamless operations, and driving innovative initiatives to enhance guest experience. The ideal candidate brings a proven track record in loyalty marketing, proficiency in platform management, and a strategic mindset to drive growth and deliver exceptional guest experiences in alignment with Bloomin' Brands' vision. This position is based in our Tampa FL Restaurant Support Center, and local candidates strongly preferred.

ESSENTIAL DUTIES
•Transform Dine Rewards from a rewards program to a strategic loyalty lever
•Drive growth by leveraging loyalty data insights to inform business decisions
•Enhance guest experience by personalizing interactions and offerings
•Implement innovative features to differentiate from competitors
•Collaborate with IT department to ensure seamless integration of loyalty platform
•Develop strategies to incentivize behaviors that drive business objectives
•Optimize program to create a best-in-class guest experience
•Align loyalty initiatives with broader business goals and priorities
•Develop and execute loyalty marketing strategies for Dine Rewards program
•Manage day-to-day operations, including member communications and promotions
•Analyze customer data and performance metrics to optimize program
•Implement targeted campaigns to increase enrollment and activity
•Stay abreast of industry trends and best practices
•Utilize technical expertise in managing Marigold loyalty platform
•Collaborate with IT department for seamless program operations
•Manage budget allocation and forecasting around
•Manage external customer service team for the Dine Rewards program.
•Drive ongoing improvement and innovation based on feedback and goals
•Identify marketing opportunity through customer segments
•Acts as brand management, maintaining brand equity and brand pillars
•Liaison with brand marketing teams coordinating email communication calendar planning, creative development, deployment, and reporting on campaigns.
•Leads digital activity as it related to Dine Rewards content on social media, digital advertising, website content on dine-reards.com and brand websites.
•Owns maintaining marketing calendar and other reporting documents
•Manages the development of projects that include working with external vendors

REQUIREMENTS
•Bachelor's degree in Marketing, Communications or related field, required

Experience/Skills:
•Proficiency in loyalty marketing strategies and best practices, with a minimum of 2-3 years loyalty experience is a must.
•Experience managing loyalty platforms, such as Marigold or similar systems
•Strong analytical skills with the ability to interpret data insights
•Demonstrated success in driving customer acquisition, engagement, and retention
•Strategic mindset with the ability to align loyalty initiatives with broader business goals
•Collaboration skills to work effectively across cross-functional teams, particularly with IT departments
•Innovative thinking to develop and implement creative loyalty programs and campaigns
•Familiarity with customer segmentation and personalized marketing approaches
•Budget management and forecasting abilities
•Technical skills in development work for loyalty platforms, including coding and SQL proficiency
•Experience in writing code and querying SQL databases to manipulate and analyze customer data

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