Loyalty and Brand Manager

The Loyalty Manager is responsible for continued transformation of our currently successful Parker’s Rewards program into The Best loyalty program in the retail industry. In addition, contributing to the Parker’s Kitchen overall success by acquiring new members into Parker’s Rewards through creative and engaging marketing. Key attributes for the position include: being a self-starter, driven, creative, data driven and the ability to use analytics to elevate our program.

ESSENTIAL DUTIES AND RESPONSIBILITIES

Responsibilities:

• Execute on loyalty strategy that drives brand engagement and lifetime value of loyalty members
• Execute the overall strategy and program benefits for the loyalty program. Clearly communicate strategy to cross-functional teams
• Influence customer behavior to drive incremental sales and loyalty enrollment
• Formulate marketing strategies and flawlessly execute customer-centric rewards marketing for Parker’s Rewards Members including personalized offers across digital channels
• Build and manage campaigns delivered to members across multiple channels
• Provide reporting/measurement/analysis of loyalty campaigns and initiatives to develop future planning and decision-making
• Build data-driven offers, campaigns, and messaging to target KPIs and drive ROIs
• Monitor program and campaign KPIs on an ongoing basis to ensure program health and to identify business opportunities and recommend solutions; pull ad-hoc reporting as needed.
• Ability to translate insights and analytics into action
• Oversee the setup and testing of promos and general program management
• Create and manage member journeys for a consistent, on-brand experience
• Manage ParkersKitchen.com including content creation, feature enrichment, analytics, Search Engine Optimization, and web development partner relationship
• Actively maintain the Parker’s Rewards App with the latest offers, store locations, and store attributes while continually enriching the Customer Experience through working with App development partners
• Create training materials for stores on loyalty initiatives
• Project manage all member retention campaigns and initiatives from conception to analysis and rollout by collaborating with cross-functional partners and identifying and delivering on key project milestones
• Manage all projects with third-party providers to improve and maintain program
• Demonstrate a strong knowledge of external competitor activity and loyalty market trends. Use this knowledge to inform strategy recommendations, drive customer acquisition, engagement, retention and ultimately grow the loyalty program
• Document business requirements, use cases and conduct user acceptance tests
• Create One-Pagers and PDFs for Internal Ops and Marketing Team updates
• Design, build, and deploy monthly external emails to all Parker’s Rewards Members.

Knowledge, Skills, and Abilities:

• Solid operational management and general business skills and savvy
• Excellent communication and listening skills
• Experience with WYSIWYG email builders, HTML/CSS
• Understanding of legal requirements and regulations around tobacco marketing
• Highly organized with the ability to manage changing priorities and be comfortable in a cross-functional, fast-paced environment
• Strategic mindset and problem-solving skills
• Strong time-management skills
• Sense of ownership and pride in your performance and its impact on the organization’s success.
• Ability to adapt to rapidly changing environment
• Ability to translate insights and analytics into action
• Passion for innovation, white space thinking, and comfort with challenging the status quo
• Excellent problem solver with the strong ability to navigate complex processes and technologies

EDUCATION AND REQUIREMENTS

Required:

• High School diploma
• Solid understanding of loyalty programs and landscape and the ability to think creatively

Preferred:

• Bachelor degree in marketing, branding or business preferred
• Minimum 3+ experience in marketing or communications, loyalty experience
• Experience in hospitality, convenience store, or food service industry is a plus
• Graphic design experience a plus

PHYSICAL REQUIREMENTS

• Prolonged periods sitting or standing at a desk and working on a computer
• Must be able to lift up to 15 pounds at times