What are the responsibilities and job description for the Director of Loyalty Membership/CRM position at Whitman Family Properties?
About Us
Whitman Family Development is a family-owned real estate company specializing in high-end retail, management, and leasing. The company owns and operates Bal Harbour Shops, a historic luxury shopping destination. Bal Harbour Shops is a global leader in the industry and is best known for its curated retail, as well as the emotional connection to its tenants and customers. For more information on Bal Harbour Shops, please visit https://www.balharbourshops.com/.
Position Summary
The Director of CRM and Loyalty program will be responsible for designing, implementing, and managing a comprehensive customer loyalty and membership program for Bal Harbour Shops (Access). This role will involve overseeing the strategy and execution of customer engagement initiatives, leveraging CRM tools to personalize interactions, increase customer acquisition and retention, and enhance the overall shopping experience. The ideal candidate will have deep expertise in customer relationship management (CRM), loyalty programs, and marketing automation, with a keen understanding of customer journey, digital marketing and luxury retail dynamics and high-net-worth customer needs.
Responsibilities
Loyalty Program Strategy & Development:
- Design, implement, and lead a best-in-class CRM and loyalty membership program tailored to the needs of luxury shoppers, ensuring alignment with the shopping center’s brand and business goals, focusing on both acquiring new members and growing existing members.
- Define and segment customer tiers, offering exclusive rewards, experiences, and benefits to encourage customer retention and repeat business.
- Continuously evolve the loyalty program to ensure it remains competitive and relevant, integrating the latest trends in loyalty marketing and technology.
- Collaborate with brand partners within the shopping center to develop co-branded loyalty initiatives that drive traffic and engagement.
CRM Strategy & Execution:
- Oversee the CRM and Loyalty strategy to deepen customer knowledge and relationships and improve personalized engagement at every touchpoint, both online and offline.
- Own the customer journey from acquisition through retention and growth, optimizing touch points to build lifetime value.
- Implement data-driven strategies to acquire customer data, segment and target high-value customers, optimizing communication and offerings to enhance customer satisfaction and loyalty.
- Lead the integration of CRM systems with e-commerce, mobile, other retail and loyalty tools (including Clienteling, etc) and in-store technologies, ensuring seamless, unified customer data management.
- Use data analytics and customer insights to measure program effectiveness, optimize campaigns, and drive continuous improvement in customer engagement and loyalty metrics.
Customer Engagement & Personalization:
- Develop targeted communication strategies for different customer segments, utilizing email, SMS, direct mail, and digital channels to maintain regular, meaningful interactions.
- Create and manage exclusive events, experiences, and VIP services for top-tier loyalty members to strengthen emotional connections with the brand.
- Work closely with the marketing team to ensure that all customer communications (email, SMS, in-store) are aligned with the luxury brand’s voice, enhancing the overall customer experience.
- Collaborate with customer service and retail teams to ensure loyalty members receive personalized, high-touch service both online and in-store.
Data Analytics & Reporting:
- Regularly analyze CRM data and key loyalty metrics (e.g., engagement rates, retention rates, lifetime value) to measure the success of loyalty programs and identify opportunities for growth.
- Develop and present reports to senior leadership on the performance of loyalty and CRM programs, highlighting key findings, trends, and recommendations for program enhancements.
- Implement A/B testing and other methods to optimize the performance of loyalty campaigns, emails, offers, and customer experiences.
Partnerships & Collaboration:
- Build and maintain relationships with key internal stakeholders, including marketing, e-commerce, and retail operations teams, to ensure the seamless execution of loyalty and CRM initiatives.
- Manage relationships with third-party vendors, technology providers, and external partners to ensure the successful implementation of loyalty tools and systems.
- Collaborate with luxury brand partners within the shopping center to design cross-promotional campaigns that offer exclusive benefits to loyalty members.
Innovation & Continuous Improvement:
- Stay current with industry trends, technological advancements, and best practices in loyalty marketing, CRM, and customer engagement, bringing new ideas and innovations to the table.
- Identify, test and implement new loyalty features, technologies, and enhancements, keeping the program fresh and appealing to customers to improve UX/UI and support growth.
Education and Experience
- Bachelor’s degree in Marketing, Business Administration, or a related field (Master’s degree is a plus).
- Minimum of 8 years of experience in customer relationship management, loyalty programs, or marketing strategy, with at least 3 years in a leadership role.
- Experience in luxury retail, high-end customer service, or premium brands is highly preferred.
- Proven Experience with CRMs (Salesforce, HubSpot, etc.), e-commerce platforms (Shopify, Magento, etc), Loyalty program systems, and marketing automation tools.
- Strong background in data analysis, customer segmentation, and campaign optimization.
Knowledge, Skills, and Abilities
- Expertise in CRM systems (Salesforce, Microsoft Dynamics, etc.), loyalty management platforms, personalization and marketing automation tools (including Clienteling, emailing tools etc).
- Expertise with loyalty industry standards and best practices, including digital loyalty programs, mobile apps, and personalized marketing.
- Proficiency with analytics tools (Google Analytics, customer segmentation tools, etc.) and MS Excel.
- Excellent communication and interpersonal skills, with the ability to collaborate effectively across departments and with external partners.
- Strong analytical and problem-solving abilities, with a focus on data-driven decision-making.
- Deep understanding of customer journey mapping and segmentation, loyalty metrics, and personalization strategies, as well as email and digital marketing
- Ability to work in a fast-paced, dynamic environment while managing multiple projects simultaneously.
- Ability to see the bigger picture while also managing operational details
- Innovative mindset, challenging status quo and with passion for trying new ideas and staying ahead of CRM and Loyalty trends and technologies
Physical Requirements
- Primarily sedentary role which requires the ability to occasionally bend, stoop, reach, lift, move, and carry materials and supplies weighing twenty-five (25) pounds or less.
This description outlines the basic responsibilities and requirements for the position noted. This is not a comprehensive listing of all job duties of the employee. Duties, responsibilities and activities may change at any time with or without notice.
Whitman Family Properties, LLLP. and its subsidiaries is committed to providing equal employment opportunities to all employees and applicants for employment and prohibits discrimination and harassment of any type without regard to race, color, religion, age, sex, national origin, disability status, genetics, protected veteran status, sexual orientation, gender identity or expression, or any other characteristic protected by federal, state or local laws.
This policy applies to all terms and conditions of employment, including recruiting, hiring, placement, promotion, termination, layoff, recall, transfer, leaves of absence, compensation and training.
