Senior Manager Loyalty & CRM

Role Purpose The Senior Manager, Loyalty & CRM is responsible for executing and scaling the company’s owned retention programming, including loyalty and lifecycle CRM, to improve customer retention, frequency, and lifetime value. This role plays a critical execution and learning role in Loyalty Chapter 2, supporting the design, testing, launch, and optimization of a new loyalty value proposition, while operating CRM as the primary activation and experimentation engine. The role sits within Omni-Customer Intelligence, Analytics & Loyalty and partners closely with Performance Marketing, Digital Commerce Operations, and IT. Scope & Mandate Execute loyalty and CRM programming as always-on retention engines Support Loyalty Chapter 2 value proposition launch and scaling Operate lifecycle CRM programs that drive repeat behavior Enable test-and-learn loops that inform customer intelligence and growth decisions Ensure loyalty and CRM activation align with enterprise economic guardrails Key Responsibilities Loyalty Redesign and Programming Execution Execute the day-to-day operation of the loyalty program Support new loyalty value proposition testing, launch readiness, and rollout Manage loyalty benefits, offers, and engagement mechanics Monitor loyalty performance and surface insights to the Senior Director Ensure loyalty activation aligns with defined economics and retention goals CRM & Lifecycle Activation Own CRM lifecycle execution across email, app, and other owned channels Build and manage lifecycle journeys (onboarding, repeat, reactivation) Partner with Performance Marketing and Commerce to integrate CRM touchpoints Ensure CRM is used as an activation and learning layer, not just a messaging channel Testing, Learning & Optimization Execute test plans defined by the Customer Intelligence team Partner with Analytics to evaluate performance and customer response Translate learnings into program refinements and recommendations Maintain discipline around test design, controls, and measurement Cross-Functional Coordination Partner with: Performance Marketing on targeting and lifecycle alignment Digital Commerce Operations on loyalty and CRM integration on-site IT on activation enablement and platform coordination Ensure operational readiness for launches, promotions, and peak periods Vendor & Platform Coordination Manage day-to-day execution with CRM and loyalty vendors Coordinate campaign builds, deployments, and QA Ensure vendors execute against defined priorities and standards Escalate issues and opportunities with clarity and solutions Explicit Role Boundaries (Important) This role

does : Execute loyalty and CRM programming Operate lifecycle journeys and owned channel activation Support loyalty testing, launch, and optimization Drive retention-focused execution and learning This role

does not : Own loyalty strategy or economics Own customer segmentation or modeling Own media investment or acquisition strategy Own e-commerce optimization or merchandising Own martech platform architecture or engineering Success Metrics Primary KPIs Customer retention and repeat xsgimln rate (program-level contribution) Loyalty engagement and member participation CRM lifecycle performance (conversion, frequency lift) Quality and velocity of testing and learning Secondary KPIs Campaign execution quality and timeliness Cross-channel integration effectiveness Operational readiness and reliability

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Ideal Background 6–9+ years in CRM, loyalty, lifecycle marketing, or retention roles Experience executing loyalty or retention programs in retail or omni-channel environments Strong operational and program management skills Comfortable working in evolving, low-maturity environments Leadership & Working Style Strong executor with learning mindset Detail-oriented but commercially aware Comfortable operating within guardrails Collaborative, pragmatic, and accountable Energized by building something that scales Reporting Relationship Reports to: Senior Director, Omni-Customer Intelligence, Analytics & Loyalty

Sportsman's Warehouse is an Equal Opportunity Employer