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Director Loyalty & Promotions

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The Director of Promotions and Loyalty will create, deliver and optimize a promotional strategy in partnership with key cross functional teams and stakeholders. This Director will also devise and implement customer loyalty initiatives as part of the comprehensive promotional plan. Great chance to help define and develop the Promotions strategy and goals for the organization as a whole. 

Responsibilities


Plan 
Develop year-long promotional calendar and coordinate execution for the marketing team 
Devise promotional plans to drive key sales metrics; including existing customer sales, new customer acquisition, average order value, new product launches, etc. 
Plan and create new promotion types, timeframes, and integrated programs 
Clearly articulate plans, tactics, and performance to all stakeholders; conduct regular promotions planning meetings with key colleagues and obtain approvals from decision makers 
Partner closely with product teams to ensure inventory and demand planning aligns with plans 
Analyze customer and category data to create action plans to achieve desired business results 
Partner with sales forecasting to estimate revenue, organize ad hoc promotions to achieve goals 
Develop a comprehensive customer loyalty plan that includes targeted contact strategies and relationship messages, retention tactics, promotional engagement and tools to prevent attrition 
 

Execute 
Work with channel owners and product teams to integrate and deliver a cohesive, customer promotions program with weekly, monthly, and seasonal activities 
Implement process to balance profitability margins and offer appeal; evolve into more sophisticated decision making models as needs of business grow 
Collaborate across marketing team to refine new customer offers and grow winback programs 
Develop compelling positioning and oversee the development of materials and content to support promotions and loyalty initiatives 
Collaborate with channel owners and influence the media plan to ensure promotion and loyalty messaging reach and resonate with intended audiences 
Work with analytics team to identify new revenue opportunities and develop innovative personalization and segmentation strategies to drive sales metrics in key customer groups 
Evaluate the profitability and benefits of implementing a loyalty program and, if pursued, own the vision, development, KPIs, growth, and day-to-day program management of the program 
Coordinate all data and systems set-up for clear tracking and customer experience 

Measure/Optimize 
Evaluate promotional effectiveness and optimize initiatives to drive incremental growth in strategic areas; establish weekly promotional reporting to track performance to forecast 
Partner with analytics team to test and evaluate current promotions and future variations 
Leverage research and analyze market conditions and competitors to refine plans 
If loyalty program is implemented, optimize program structure and benefits, member acquisition and redemption, training, engagement, and expenses 

 

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