Position Overview
Our client, an innovative brand operating across both restaurant (bowl shops) and CPG/grocery channels, is seeking a strategic and hands-on Director of Loyalty, CRM & Digital Revenue Channels . This leader will drive customer retention, engagement, and digital transaction growth across the company’s omnichannel business.
The role oversees two key loyalty ecosystems — one app-based rewards program for physical store locations and one web-based rewards platform for grocery consumers. It also leads CRM and lifecycle marketing across email and emerging platforms, and owns digital commerce strategy for third-party delivery marketplaces (e.g., DoorDash, Uber Eats, Grubhub) in the restaurant vertical.
The ideal candidate will bring strong vision, technical CRM know-how, and the ability to execute within a fast-paced, cross-functional environment.
Key Responsibilities
1. Loyalty Program Leadership
- Lead strategy and execution for both app- and web-based loyalty programs.
- Own program mechanics end-to-end: rewards structure, earning logic, segmentation, and platform optimization.
- Develop multi-year loyalty roadmaps aligned with in-store traffic goals and CPG sell-through patterns.
- Launch promotions and in-app activations that drive incremental visits and purchases.
- Ensure day-to-day accuracy, seamless redemptions, and smooth digital UX.
- Monitor key KPIs (engagement, repeat visits, LTV, redemption, ROI) and evolve based on performance insights.
- Partner cross-functionally (Operations, IT, Creative) to enhance the loyalty experience.
2. CRM, Email Marketing & Lifecycle Strategy
- Oversee the full CRM ecosystem — from strategy through execution and optimization.
- Build email campaigns and templates (Canva), working closely with creative for brand alignment.
- Manage CRM campaign calendar in sync with launches, promotions, and brand priorities.
- Create automated lifecycle journeys (welcome, onboarding, post-purchase, churn, win-back, loyalty triggers).
- Develop robust segmentation and personalization strategies leveraging first-party and behavioral data.
- Execute ongoing A/B and multivariate testing to improve engagement and conversion.
3. Digital Revenue Channel Management — App + Delivery Marketplaces
- Lead digital ordering and revenue strategy for restaurant locations, including mobile app and third-party marketplaces.
- Optimize ordering flows and ensure promotional visibility to maximize conversion.
- Collaborate with vendors and channel leads on app enhancements, urgency messaging, and loyalty integration.
- Launch app- and marketplace-specific offers and incentives that drive revenue and repeat engagement.
- Analyze channel performance metrics (e.g., impressions, funnel conversion, ROAS, guest satisfaction) and apply findings to future efforts.
- Partner with internal teams to ensure cohesive digital experience and effective execution.
Qualifications
Required
- Bachelor’s degree in Marketing, Business, Communications, or related field.
- 7+ years’ experience in CRM, loyalty, lifecycle, or digital marketing.
- Proven success managing loyalty programs (restaurant/QSR preferred).
- Expertise with CRM platforms and lifecycle automation (Klaviyo required).
- Proficient in data analysis and performance reporting.
- Strong project management and cross-functional collaboration skills.
Preferred
- Background in restaurant, retail, QSR, or multi-location brands.
- Familiarity with loyalty platforms (e.g., Rediem, PAR Punchh) a plus.
- Experience managing third-party delivery partnerships and off-premise operations.