Director, Loyalty and Retention

About Kendra Scott

About Kendra Scott:

Weare a fun,talented and driven team dedicated to providing our customers with gorgeous products and a WOW! experience. Family,fashion and philanthropy are at the core of our company and though we move ata very fastpace, we are committed tomaintaininga family-oriented work environment and giving back to our community. A passion forgreat design, dedication to innovation and a strong social media presence are our building blocks for creating a unique and engaging lifestyle brand across all channels, including retail stores, wholesaleaccountsand e-commerce.

Our headquarters are located inthe heart of Austin, Texas, and we embrace the unique vibe and energy of our hometown as an inspiration for our brand and company culture.

The Director of Loyalty & Retention will lead the strategy, execution, and performance of the Kendra Scott’s customer loyalty program and retention marketing initiatives. Reporting to the VP of Marketing, this leader will be responsible for driving customer lifetime value, increasing repeat purchase behavior, strengthening brand affinity, and improving retention across all customer segments.

This role will oversee the evolution and ongoing optimization of the loyalty program while partnering cross-functionally to create a cohesive customer journey across acquisition, engagement, and retention channels. The ideal candidate combines strategic thinking, analytical rigor, customer-centric storytelling, and operational excellence. This leader must be equally comfortable setting long-term strategy and rolling up their sleeves to execute, optimize, test, and problem-solve in a fast-paced environment.

This role sits alongside peer marketing leaders overseeing Paid Media and CRM, and will serve as a key partner in shaping the full-funnel customer growth strategy.

• Own the vision, strategy, roadmap, and performance of the company’s loyalty program.
• Lead the development and optimization of loyalty program structure, benefits, tiering, rewards, partnerships, and member experiences.
• Identify opportunities to increase enrollment, engagement, redemption, retention, and customer lifetime value.
• Partner with Digital, IT, Ecommerce, Retail, and Customer Experience teams to ensure seamless loyalty integration across channels.
• Evaluate and implement new loyalty capabilities, technologies, and vendor partnerships.
• Develop member segmentation strategies and personalized experiences that strengthen emotional connection to the brand.

• Build and lead the company’s retention marketing strategy across all customer touchpoints.
• Develop lifecycle strategies that improve repeat purchase frequency, reactivation, retention rates, and customer profitability.
• Partner closely with CRM leadership to align customer journeys, messaging strategy, and channel orchestration.
• Identify opportunities to improve customer engagement through personalization, segmentation, predictive modeling, and behavioral insights.
• Create retention-focused testing roadmaps and optimization plans across marketing channels.
• Establish KPIs and reporting frameworks to measure customer health, loyalty performance, and retention effectiveness.

• Own performance reporting for loyalty and retention initiatives, including customer lifetime value, churn, retention cohorts, repeat purchase rate, incremental revenue, and loyalty member engagement.
• Translate customer and business insights into actionable growth strategies.
• Leverage data to identify customer trends, opportunities, and risks.
• Build business cases and forecast impact for new initiatives and investments.

• Collaborate with Paid Media, CRM, Ecommerce, Brand, Retail, Finance, Analytics, Product, and Technology teams to align customer growth strategies.
• Influence enterprise-level decisions related to customer experience, personalization, and retention.
• Lead and develop a high-performing team focused on loyalty and retention marketing.
• Manage agency and vendor relationships as needed.
• Present performance updates, strategic recommendations, and…