Director of Loyalty (Hybrid)

The Director of Loyalty has overall responsibility for the strategy and execution of the Belk Rewards Loyalty Program and managing outcomes to deliver long term growth across acquisition and retention across the program member base. This leader will work across highly cross functional teams both internally and externally to ensure successful delivery of our program mission and goals. This role will lead a high performing team within the marketing function and guide implementation across strategies, focused on growing Customer Lifetime Value for Belk Rewards through data driven decision making and in close partnership with the Data Analytics and other marketing teams. In partnership with Synchrony Financial, this leader will oversee the program P&L, annual marketing planning, store and associate engagement programs along with the operational components of the loyalty and co-brand program. This person must be comfortable presenting to leadership across the organization and coming up with innovative ideas to grow the loyalty program.

Leadership

• Build a high-performance team for carrying out the mission of the Loyalty team and maintain the necessary structure and energized environment for performance
• Assist in key process improvement and change management activities of the organization
• Own internal subject matter expertise and act as an advocate for the loyalty & Co-brand program, driving enterprise decisions rooted in customer and loyalty trend data

Marketing Strategy

• Develop an overall loyalty marketing strategy to optimize our sales and customer loyalty resulting in sales growth and customer satisfaction/retention in partnership with marketing and financial vendors
• Develop and implement strategies to improve Belk Rewards card penetration of total sales including a multi-channel strategy for both acquisition and lifecycle programs
• Update, manage and present the 3-year strategic loyalty plans and program growth to Belk Senior management
• Lead internal and external relations across various functions including IT/ digital and product teams to build and execute program innovation roadmap
• Lead partnership across internal functions including Promotion Strategy, Creative , Analytics , Merchandise Planning and Store Operations, to Manage and drive loyalty events and promotions through a 360 degree engagement across all channels including direct mail, Belk.com, digital marketing channels and in store activation.
• Work directly with our division loyalty champions (RVPs) to ensure that strategies are implemented appropriately and process redefined and updated, as needed
• Provide accurate and timely financial, budgeting and operating information, with variance explanations

Manage and partner with Synchrony (our 3rd party credit provider) to:

• Co-lead development of the annual marketing plan and budgets to drive program growth
• Evolve and develop personalization and segmentation strategies through all customer segments and across all marketing channels
• Partner with each of the Synchrony areas for full program management including, General Manager, Marketing, Analytics, Field Sales, Customer Service, Finance, Credit and Risk, to implement the appropriate credit strategies and identify optimization opportunities

Customer Service

• Develop and implement strategies to drive improved customer experience in store and online resulting in improved customer satisfaction scores and sales growth
• Develop and implement strategies to drive store engagement in soliciting new Belk Rewards cards applications to achieve store level acquisition goals

Analysis

• Utilize data analysis to make program recommendations supportive of program growth and customer retention
• Provide input and leadership to increase profitability through analytical assessments of our loyalty strategies, process improvements and strategic options
• Support and respond to operating management regarding specific projects and inquiries. Prepare analysis and other special reports as requested by management

Required for All Jobs

• Performs other duties as assigned
• Complies with all policies and standards

Education Level

• Bachelors Degree in Business, Marketing, Communications or applicable
• Masters or MBA, specialization in consulting, business, or marketing preferred

WORK EXPERIENCE

• 10 years work experience within the customer marketing 
• 5 years experience leading customer loyalty and/ or Co-brand program teams within retail hospitality financial services; leading strategy development, customer segmentation, Personalization, execution, promotion and campaign measurement
• Retail/ Hospitality/Financial Services experience preferred

KNOWLEDGE, SKILLS & ABILITIES

• Passionate about the customer experience and driving growth within loyalty member base
• Strong strategic thinking skills with ability to develop and implement actionable plans to drive business results.
• Ability to interpret analytics, data and reporting and derive key insights to execute subsequent actions which drive customer loyalty
• Self-starter with strong interpersonal, team building, organizational and motivational skills
• Outstanding communications, relationship building, influencing and collaboration skills across all levels of the organization; can skillfully present a cohesive and clear story/presentation to executive leadership.
• Stay abreast of any governmental regulations that affect credit cards and loyalty program best practices.
• Digital and traditional direct marketing experience required.
• Thrives in in a fast-paced environment with a high drive for results.
• Physical: Able and available to travel up to 15% of the time

#LI-SE1

#IND3

#HYBRID