Head of Loyalty Strategy

Responsibilities

• lead the strategic vision for how Fidelity incentivizes and rewards customer behavior to drive deeper engagement, loyalty, and long-term value
• define and build the next generation loyalty program, grounded in customer insight and aligned to enterprise growth priorities
• develop the loyalty strategy roadmap, including guiding principles, program design, and measurement framework, ensuring a consistent and scalable approach across the Fidelity consumer base
• establish a clear view of high-value behaviors and lifecycle opportunities, translating them into actionable marketing strategies
• lead an outside‑in approach to strategy development, leveraging customer research, interviews, and analysis of NPS and engagement drivers to shape differentiated experiences that strengthen relationships and increase retention
• guide test‑and‑learn initiatives to refine program components and optimize impact over time

• 10+ years of experience in marketing, CX, business strategy and/or loyalty
• Deep experience in customer strategy, loyalty, and lifecycle marketing with a strong track record of building customer‑centric programs that drive measurable business outcomes
• Ability to translate customer needs into scalable, enterprise‑level strategies
• Outside‑in mindset, combining customer research, behavioral data, and competitive insight to inform strategy and decision making
• Strong people leader who coaches teams to think strategically, apply customer insight, and deliver with clarity and focus