Senior Manager, Loyalty & CRM

Job Description

At Dave & Buster’s, we’re focused on creating engaging experiences that keep guests coming back. The Senior Manager, Loyalty & CRM will play a critical role in driving guest retention, frequency, and lifetime value through data‑driven CRM strategies, personalized communications, and loyalty program optimization across both Dave & Buster’s and Main Event.

This leader will be responsible for developing and executing the CRM and loyalty marketing roadmap, leveraging guest insights, segmentation, lifecycle marketing, and promotional strategies to deepen guest engagement and drive measurable business results. The ideal candidate is both strategic and analytical, with a strong understanding of customer behavior, loyalty program management, and omnichannel marketing execution.

• Develop and execute the CRM strategy across email, SMS, push notifications, and other emerging channels to drive guest acquisition, engagement, retention, and reactivation.
• Design and optimize customer lifecycle journeys that deliver personalized experiences at key moments in the guest journey.
• Utilize customer data, segmentation, and behavioral insights to create targeted campaigns that increase visitation frequency, loyalty participation, and guest lifetime value.
• Establish testing frameworks and measurement plans to continuously improve campaign performance and customer engagement.

• Lead the ongoing evolution and optimization of loyalty programs across Dave & Buster’s and Main Event.
• Partner with cross‑functional stakeholders to develop loyalty strategies, promotions, and member experiences that drive enrollment, engagement, and retention.
• Identify opportunities to enhance program value, improve member satisfaction, and increase program profitability.
• Oversee loyalty offer creation and management within designated marketing and offer management platforms.

• Monitor and analyze CRM and loyalty program performance, providing actionable insights and recommendations to improve business outcomes.
• Develop reporting and KPI frameworks to evaluate campaign effectiveness, customer behavior trends, and program health.
• Translate complex data into clear business recommendations for senior leadership.
• Partner with analytics and technology teams to improve audience targeting, personalization capabilities, and measurement methodologies.

• Collaborate closely with Brand Marketing, Digital, Operations, Technology, Analytics, Creative, and agency partners to deliver integrated guest engagement strategies.
• Serve as a subject matter expert on CRM, customer retention, and loyalty best practices across the organization.
• Influence stakeholders and drive alignment across multiple teams to successfully execute strategic initiatives.
• Partner with internal and external vendors to maximize platform capabilities and identify opportunities for innovation and automation.

• Develop strategies to drive loyalty membership growth through digital, in‑venue, and promotional acquisition efforts.
• Identify opportunities to improve member onboarding, activation, and long‑term engagement.
• Champion a guest‑centric mindset, ensuring CRM and loyalty initiatives enhance the overall guest experience.

• Bachelor’s degree in Marketing, Communications, Business, or a related field.
• 7+ years of experience in CRM, loyalty, lifecycle marketing, retention marketing, or related disciplines.
• Proven success developing and executing CRM and loyalty strategies that drive measurable business results.
• Deep understanding of customer segmentation, personalization, lifecycle marketing, and customer journey orchestration.
• Hands‑on experience with Salesforce Marketing Cloud or comparable CRM/marketing automation platforms.
• Experience building and optimizing automated journeys, audience segmentation strategies, and testing programs.
• Strong analytical skills with the ability to interpret data, identify trends, and translate insights into action.
• Experience managing loyalty programs, customer engagement…