Director, CRM & Loyalty

Summary of Job Description

The Director, CRM & Loyalty is accountable for growing customer lifetime value through industry-leading CRM strategy, lifecycle marketing, and loyalty program performance. This position is responsible for the guest engagement roadmap across first‑party digital channels (email, push, in‑app/web personalization) and partners cross‑functionally to ensure the loyalty program drives profitable frequency, retention, and share‑of‑wallet while maintaining operational integrity and a consistently great guest experience.

The Director blends strategic leadership with operating discipline: setting segmentation and measurement standards, building a test‑and‑learn culture, and translating customer insights into scalable, automated journeys that are measurable and incrementality‑driven. This position leads a team of professionals, developing their performance to support achievement of the company’s growth goals.

• Responsible for the CRM vision, lifecycle journey strategy, and operating cadence to drive acquisition, retention, and reactivation across owned channels. Builds a scalable segmentation and targeting framework and leads a disciplined test‑and‑learn program to continuously improve relevance and incremental impact. Partners with brand/creative and channel owners to develop content, frequency, and deliverability standards that protect guest trust and drive performance.

• Responsible for loyalty strategy and roadmap, driving enrollment growth, active usage, frequency lift, and profitable member value. Defines loyalty economics and performance measurement with Analytics (incrementality, liability, earn/burn efficiency) and translates into clear priorities. Establishes program governance (policies, rules, operational readiness, and issue resolution) in partnership with Operations, Guest Care, and Legal/Compliance.

• Partners with Digital Product/Technology to scale personalization across web/app and owned channels, aligning CRM and onsite/app experiences end‑to‑end. Evolves from segment‑based targeting to 1:1 personalization at scale using behavioral signals, preferences, and context—ensuring uplift is measurable via controls/holdouts. Defines requirements for instrumentation, event taxonomy, and experimentation to continuously improve personalized experiences and outcomes.

• Defines the guest data strategy (critical profile attributes, identity resolution, and profile completeness) to power targeting, personalization, and measurement. Drives first‑party data capture and progressive profiling (preference center, behaviors, surveys) and ensures activation readiness across platforms. Evaluates and governs third‑party enrichment where appropriate, ensuring privacy, consent, and data quality standards are met.

• Builds a practical roadmap for AI/ML use cases that improve outcomes (propensity, churn risk, offer affinity, send‑time/channel optimization, next‑best‑action). Partners with Data Science/Technology to operationalize and govern models (monitoring, drift, bias, stability) and embed them into activation workflows. Continuously evaluates emerging capabilities and vendors to keep CRM/loyalty modern, scalable, and resilient—without compromising guest trust or privacy.

• Aligns stakeholders, including associates and vendors, across Marketing, Product, Tech, Analytics, IS, Finance, Operations, and Guest Care through strong operating rhythms and decision rights. Builds scalable processes that improve speed‑to‑market, execution quality, and operational readiness in a complex, high‑volume environment.

• Leads and develops a high‑performing team, setting clear goals, standards, and accountability. Develops the associates’ performance in support of the company’s growth goals. Recruits, selects, and retains team members.

• Hybrid Work schedule
• 401K with company match
• Yearly bonus opportunity
• Full medical,…