What are the responsibilities and job description for the Sr Director, Loyalty & CRM position at Papa Johns?
Job Summary
The Senior Director, Loyalty, is tasked with driving sales and building brand equity by leading key customer marketing initiatives including: the oversight an evolution of the Papa Rewards loyalty program, CRM, email marketing, customer lifecycle marketing, SMS, and app push messaging. The leader will champion an insight driven strategy that advances the Brand’s customer lifecycle management approach.
The scope of the Senior Director, Loyalty and CRM’s responsibility includes owned channel marketing, personalization strategy, segmentation and all aspects of the Papa Rewards loyalty program. The role will work with a cross-functional group to establish business rules for how a customer is defined and how to activate customers through owned marketing channels.
Duties and Responsibilities (other duties as assigned)
- Lead development and execution of strategies to increase transactions, ticket, restaurant and Papa John's International (PJI) profit and consumer lifetime value using the Papa Rewards loyalty program.
- This will include determining reward strategy and execution enhancements, working closely with our database marketing provider, and PJI's Marketing Analytics, Consumer Insights, Brand, Finance and Technology teams.
- Determine and recommend additional resource needs to better support PJI's Loyalty strategies, which may include additional agencies, promotional partners, consultants, providers, and capital investments.
- Identify and execute national digital promotional offer strategies. This will require working closely with PJI Marketing Analytics and Finance to analyze and forecast impact of strategies/offers on transactions, ticket, restaurant profit and customer loyalty.
- Prepare and present proposals and updates to senior PJI marketing and corporate management, and consult with our Franchise Advisory Council (FAC), seeking their ideas and securing their endorsement for national Loyalty and owned channel promotional offer strategies.
- Collaborate with technology partners on Papa Rewards program enhancements, and to enhance integration of loyalty program throughout the eComm experience
- Lead the owned channel/customer marketing/CRM team on strategy and execution of programs through email, SMS text, and push notifications from our mobile apps.
- In partnership with Field Marketing, identify and provide guidance on local digital promotional offer strategies that increase eCommerce transactions and ticket, restaurant profit and customer loyalty, while address differing market and competitive conditions.
- Provide guidance for international marketing on Loyalty and digital promotional offer strategies, including development of best- practice documentation, providing training and seminars for international marketing, and consulting with international marketing and operations on specific programs.
- Lead cross-functional teams with other marketing disciplines and other departments within PJI to ensure that programs for which the position is responsible are executed strategically, collaboratively and in a timely manner.
