Director of Digital Marketing, Loyalty & Personalization

Overview

The Director of Digital Marketing, Loyalty & Personalization is responsible for developing and executing a comprehensive loyalty and personalization strategy to drive customer engagement, retention, and profitable revenue growth. This role drives competitive advantage by leveraging data-driven insights, strategic partnerships, and innovative solutions to enhance shopper experiences and maximize customer growth opportunities. As the senior leader for the loyalty ecosystem and digital customer journey, the Director translates company growth objectives into actionable marketing, loyalty, and personalization roadmaps, owning performance across the full digital customer lifecycle from acquisition through lifetime value.
Responsibilities

Loyalty & Personalization Strategy

Develop, own, and continuously refine the enterprise loyalty and personalization roadmap, including program structure, membership tiers, rewards, offers, and earn-and-burn mechanics
Define the personalization strategy across digital and in-store touchpoints, delivering relevant offers, content, and experiences to the right shopper at the right time
Establish the vision and business case for loyalty growth, securing executive alignment and prioritizing initiatives based on customer and financial impact
Digital Marketing & Campaign Leadership

Lead the strategy, planning, and execution of digital marketing across owned and paid channels, including email, SMS, mobile app, web, push notifications, and paid digital media
Drive measurable improvement in core performance metrics, including ROI, customer acquisition cost, conversion, and retention
Oversee campaign calendars, creative direction, and A/B and multivariate testing programs to optimize engagement and profitable revenue
Customer Data, Analytics & Insights

Leverage first-party data, customer data platforms (CDP), and segmentation models to generate actionable insights for marketing, merchandising, and personalization
Define measurement frameworks, dashboards, and reporting that track loyalty health, program performance, and customer lifetime value
Champion data governance, privacy, and compliance standards in partnership with Legal and IT to ensure responsible use of customer data
Retail Media & Data Monetization

Build and grow retail media, shopper marketing, and data monetization programs that generate incremental, high-margin revenue from CPG and vendor partners
Develop and negotiate strategic partnerships, sponsorships, and co-marketing agreements that expand customer reach and program value
Package customer insights and audience capabilities into compelling, compliant offerings for brand and agency partners
Cross-Functional Leadership & Stakeholder Management

Partner with Merchandising, Store Operations, E-Commerce, Finance, and IT to align loyalty and personalization initiatives with broader business objectives
Serve as the primary liaison with technology vendors, agencies, and platform partners, managing scope, performance, and contracts
Communicate strategy, results, and recommendations to executive leadership through clear, data-supported reporting and presentations
Team Leadership, Budget & Technology

Recruit, lead, develop, and retain a high-performing team across digital marketing, loyalty, and analytics functions
Own and manage the departmental budget, ensuring efficient allocation of resources and accountability for spend against results
Evaluate, select, and manage the marketing technology stack, ensuring platforms are integrated, scalable, and aligned with the personalization roadmap
Qualifications

Education & Experience

Bachelor's degree in Marketing, Business, Analytics, or a related field; MBA or advanced degree preferred
Minimum of 8–10 years of progressive experience in digital marketing, loyalty, CRM, or personalization, including at least 3–5 years in a leadership role
Demonstrated experience building or scaling a customer loyalty program, ideally within grocery, retail, or a high-frequency consumer business
Proven track record managing retail media, shopper marketing, or data monetization partnerships and delivering measurable revenue growth
Knowledge, Skills & Abilities

Strong command of marketing technology, including CDPs, CRM and email platforms, personalization engines, and analytics/BI tools
Analytical and data-driven, with the ability to translate complex data into clear strategy and measurable action
Skilled in financial and commercial management, including budgeting, forecasting, ROI analysis, and partnership negotiation
Excellent leadership, communication, and stakeholder-management skills, with the ability to influence at the executive level
Working knowledge of data privacy and compliance considerations relevant to customer data and marketing
Customer-obsessed mindset with a bias toward innovation, testing, and continuous improvement
Work Environment & Physical Requirements

Primarily an office-based, professional environment; periodic travel to stores, partner sites, and corporate functions may be required
Must be able to perform the essential functions of the position with or without reasonable accommodation

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