Reporting to the Senior Director of Marketing, the Director of Retention and Loyalty will oversee the strategy and implementation of Retention Programs, including Loyalty, Rewards, andGamification, designed to increase engagement and profitability for all agency clients. This role demands a leader with a blend of marketing, analytical, and communication skills, who can deliver highly personalized, real-time experiences that customers expect. You will leverage advanced data science and analytics to scale personalization and recommendation platforms, working in a collaborative, matrixed organization. You will tackle new projects that stretch your skills and drive business growth.
Retention Performance Management:
· Translate vision and strategy into concrete, measurable goals.
· Identify and drive process improvements with clients, partners, and agency teams.
· Oversee retention performance and establish KPIs.
· Formulate strategies to achieve annual incremental sales, reduce customer churn, and maximize LTVs.
· Provide input into the CRM operating budget and oversee the efficient use of marketing dollars.
Customer Engagement and Loyalty:
· Act as a subject matter expert on increasing customer engagement and implementing rewards and discounts programs.
· Ensure rewards programs are optimized for customer satisfaction and profitability.
· Develop best practices for lifecycle management, segmentation, and targeting strategies.
· Report results and learnings to all teams and provide recommendations based on program effectiveness.
Marketing Experimentation and Learning Culture:
· Manage test and learn capabilities for campaign improvement.
· Provide consulting on Design of Experiments (DoE), including A/B and multivariate testing.
· Establish testing methodologies and ensure accuracy of data-driven insights.
· Generate actionable customer behaviour insights for Marketing and Product teams.
Partnerships and Relationship Building:
· Forge strong partnerships with the Heads of Marketing team to ensure brand strategy execution.
· Partner with product and engineering teams to deploy world-class loyalty programs and customer experiences.
· Collaborate with analytics to set up processes and dashboards for program performance measurement.
· Lead product recommendations to develop globalCRM technology strategy.
· Ensure proper governance and controls withOperations and IT for new initiatives.
Leadership and Project Execution:
· Influence through effective communication and subject matter expertise.
· Craft presentations to support sound, objective-based decision-making.
· Execute and drive projects to completion, working collaboratively with cross-functional partners.
· Support local teams with a constant innovation approach.
· 10+ years of experience managing retention programs, with expertise in customer engagement and loyalty program design, implementation, and management.
· 7+ years of experience driving retention performance, including building a learning culture and managing marketing experimentation.
· 7+ years in a leadership or management role, demonstrating the ability to lead and influence cross-functional teams and agency partners.
· 5+ years of experience establishing partnerships and building relationships with product and engineering teams (Product Management experience preferred).
· Bachelor's degree an asset; Master’s degree preferred. Equivalent training and experience required.
· Strong organizational and project management skills, with the ability to manage multiple projects and deadlines.
· Analytical thinker with the ability to interpret results and site metrics to drive change.
· Resourceful and results-oriented self-starter, thriving in a feedback-driven, hands-on environment.
· Excellent verbal, written, presentation and interpersonal communication skills.
· Ability to travel 15-20%.
