VP, Loyalty

Job Summary The VP of Personalization, Loyalty, & Campaign Execution will own the loyalty program end-to-end across all seven brands. This is a highly commercial, loyalty economics role focused on program architecture, behavioral mechanics, and P&L optimization. The ideal leader will balance financial and analytical rigor with creative strategy to drive frequency, basket size, and incremental same-store sales (SSS). This leader will also develop and execute the personalization strategy, optimizing budgets and driving incremental guest visits across our seven brands. Lastly, this leader will own campaign execution for owned and operated channels, meaning all loyalty specific campaigns and broader CRM campaign execution will be owned by this leader. This hire will oversee the entire loyalty platform, across all seven brands. The VP of Personalization, Loyalty, & Campaign Execution will drive member growth and portfolio engagement across GoTo’s base of seven million active loyalty members. Essential Functions
- What you will own
- Program architecture across the portfolio, including earn/burn structures, tiers, breakage management, gamification, and potential paid-tier/subscription mechanics.
- Optimization of rewards and incentive spend across all seven brands, backed by a dedicated strategic optimization fund.
- Direct ownership of the loyalty platform. Own the RFP process and assessment of what Loyalty Management System best suits GoTo Foods’ structure.
- Drive active loyalty member acquisition and retention strategies while spearheading high-impact, cross-brand portfolio partnership developments.
- Conceptualize and structure the personalization mechanics to be built across loyalty and partner to bring those experiences to life across owned channels and paid channels.
- What you will build
- The VP of Personalization, Loyalty, & Campaign Execution will thoughtfully assess program design sophistication, modern loyalty platform architecture, loyalty ecosystem expertise (free, paid, subscriptions, credit, other), and advanced loyalty incrementality measurement. Based on the assessment, address key gaps and identify areas of opportunity for the loyalty program.
- This hire will build the commercial guardrails to deploy a strategic optimization budget across the multi-brand portfolio and establish the strategic frameworks that turn transactional customers into predictable, long-term brand advocates.
- What success looks like
- First 90 days: Audit the program across all seven brands, assess the team and platform, and deliver an FY27 execution roadmap.
- By month 6: Turn existing incentive programs into personalized experiences that drive incremental traffic and active guest growth.
- By month 12: Measurable SSS contribution from active loyalty member growth. Loyalty management system locked and implemented. Education
- Bachelor's degree required
- Master's degree preferred Work Experience
- A marketing leader with a loyalty program design background and 12+ years total experience, including 5+ years specifically running a meaningful loyalty program (free + alternative tier (i.e. paid, credit, etc.) ideally).
- Deep experience with loyalty program architecture, earn/burn dynamics, tier psychology, and breakage at enterprise scale across multiple brands or business units.
- Hands-on expertise with enterprise loyalty platforms. Understands data models, journey mechanics, and possesses CDP fluency, especially across in-store POS, app, and web touchpoints.
- Strong analytics orientation. Commercial instincts around frequency, basket, breakage, and incremental SSS, with the ability to present strategy and P&L impact directly to the Roark board.
- Experience in QSR or fast-casual loyalty, hospitality portfolios, specialty retail with deep loyalty, or large-scale subscription DTC businesses with large member bases is ideal.
- Cross-functional credibility. Works effectively with technology, product, analytics, creative, and brand teams to ensure loyalty mechanics and owned channels work as a system, not in silos. SkillsCertificationsTravel Requirement
- May be required to travel up to 25% of the time