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Director Global B2C Loyalty

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Aquent is currently searching for a Director of Global B2C Loyalty for a 2 month contract with our Fortune 500 partner. The ideal candidate will be a strategic and results-oriented leader ready to drive the global development and deployment of our B2C Loyalty Programs. The objectives of this role will be to drive customer value by increasing the portfolio of loyalty members, increasing the amount of information we know about guests, and driving repeat visits (revenue + share of wallet) through segmented and personalized communications, offers, and experiences. This role must provide leadership and direction necessary to provide impactful programs for both our hotels and guests.

This highly visible position will also analyze internal and external customer behavior trends in order to make strategic recommendations for new marketing programs and initiatives.

This role has five essential functions:
Essential Function 1: Redefine future B2C loyalty programs in a way that differentiates the program from competition and appropriately recognizes our best customers
• Define and gain buy in for an evolution of our B2C loyalty programs, based on a thorough understanding of business objectives, customer preferences, and the evolving competitive landscape
• Continually asses new program enhancements, balancing customer satisfaction and costs
• Develop and execute loyalty initiatives including managing all costs and measuring success

Essential Function 2: Develop and deliver effective B2C marketing programs and communications
• Plan and implement retention and loyalty initiatives
• Develop acquisition campaigns and enrollment drives
• Design and develop attrition and retention segmentations research for the customer base
• Develop and optimize the customer lifecycle strategic roadmap in order to develop communications that will increase NPS and decrease churn
Essential Function 3: Drives cross-functional, cross-brand, and cross-theater alignment and internal engagement
• Responsible to communicate and gain buy-in on all priorities and efforts from key executives and stakeholders
• Collaborate closely with cross-functional and cross-theater partners to ensure that integrated plans deliver on both long-term and immediate-term business objectives
• Partner with other departments including sales, customer experience and marketing to develop “Voice of the Customer” programs
• Partner with the sales teams to ensure we remain competitive and aligned with our business structure
Essential Function 4: Manage the loyalty P&L and ensure the fiscal viability of the program
• Lead annual and ongoing planning, working closely with the program Controller and loyalty theater/brand partners; monitor results and update tactics to ensure that overall marketing goals and objectives are met
• Partner with finance/analytics to assess the economics of the loyalty program and create a shared understanding of key metrics across the organization
• Analyze business results on a regular basis and take actions to optimize as appropriate

Essential Function 5: Builds and develops a customer-focused, results-oriented organization.
• Provide oversight to teams and partners supporting partnerships, operations, training, program development, program branding, as well as acquisition and engagement communications for B2C loyalty offerings
• Evaluate, coach and develop team and agency partners
• Foster a culture of innovation and continuous improvement across departments and global theaters
• Be the champion for the program's membership base, ensuring that the voice of the customer is heard


Requirements/Skills
• Bachelor’s degree, required (MBA preferred)
• 10+ years of relevant experience in loyalty and/or digital marketing within consumer facing industries, required
• Proven leadership skills, results oriented, required
• Proven ability to lead, manage and gain alignment across highly complex matrix organization, required
• Strengths in structured and logical thinking, problem solving, issue resolution, and attention to detail, required
• Strong analytical and quantitative skills
• Deep understanding of consumer behavior combined with creativity and nimbleness to deal with complexity and to quickly identify potential solutions and sources of value, required
• Ability to adapt graciously to changing business conditions and priorities, required
• Ability to travel up to 20% of the time, required
• Hotel industry experience, preferred
• Global experience, preferred

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