Senior Manager, Loyalty Planning & Operations

Role & Responsibilities:

The Senior Manager, Loyalty Planning & Operations develops and executes loyalty campaigns that deliver value to loyalty members, driving choice for DICK’S and incrementality. This Teammate is responsible for annual promo planning, inclusive of mass and targeted offer recommendations, point/budget allocation and marketing support. They will analyze and recap promo performance for leadership and cross-functional partners. In addition, this role is responsible for leading several key Loyalty initiatives and our Gift Card portfolio, inclusive of 1st Party, 3rd Party and B2B.

Loyalty Promotion Planning & Management

• Develop annual Loyalty promotional roadmap that drives enrollment and engagement with the program, driving choice for DICK’S, incremental traffic and spend, and fuels our data strategy
• Leverage understanding of customer insights and portfolio performance to design and deploy mass and targeted campaigns that drive member acquisition, engagement and retention
• Leverage customer data to develop effective consumer segmentation strategies, delivering personalized and targeted communications and offers
• Serve as the Loyalty Team expert on promotional performance, monitoring offers and campaigns, analyzing results, implement initiatives and improvements to enhance the consumer experience and program effectiveness and serving as a liaison to our merchant, pricing, promo and marketing teams
• Serve as a consultant to key enterprise partners, aiming to understand their business needs in order to recommend best offer types to deliver on business goals and objectives
• Serve as a key partner to our Personalization and Customer Lifecycle Management teams, proving strategic input on Loyalty campaigns

Loyalty Operations Management

• Oversee the Loyalty Point & Reward budgets, including monthly forecast submissions and invoice reconciliation
• Manage program Terms & Conditions and Frequently Asked Questions (FAQ’s)
• Build field engagement in loyalty by communicating loyalty offerings to Athlete Engagement and Store Operations teams, as well as train them on Loyalty program offerings
• Manage program performance reporting to leadership, executive stakeholders and field teams
• Establish a testing culture for Loyalty offers, always seeing to understand performance nuances
• Partner with Creative and Brand teams to develop compelling messaging to communicate program benefits, ensuring offers are clearly communicated to all membership tiers, inclusive of the amplified value to our ScoreRewards Credit Card holders

Lead Key Loyalty Initiatives

• Lead efforts to ensure all members have a clear understanding of our currency, earn/burn logistics, where they can view point and reward balances, and reward redemption options
• Establish and implement processes and campaigns that help us recognize and reward our best Athletes
• Lead Loyalty efforts to deliver an educational, rewarding and fun experience for Athletes at our Grand Openings & Store Remodels

Gift Card Portfolio Growth & Management

• Responsible for managing DICK’S 1P, 3P and B2B gift card portfolios which drive significant revenue for the company. Lead with excitement while you take this mature portfolio to a new level by refreshing the strategy and go to market plans.
• Establish and maintain strong relationship with B2C & B2B partners to ensure effective program management & growth
• Partner with 3rd party partners to align on execution of annual marketing plans to drive program growth within distribution partners.
• Monitor gift card inventory across all stores and third-party and oversee replenishment process
• Owner of card design, assortment and execution in our stores and 3rd party
• Facilitate, review and execute all gift card marketing collateral, ensuring it is effective and accurate for both internal campaigns and in third party incremental marketing opportunities.
• Track and review performance of gift card program performance across all program areas, including incremental marketing placements in the third-party channel.

Qualifications

• Bachelor’s Degree Required
• Master’s Degree Preferred
• 7-10 years experience in customer strategy, loyalty, marketing, experience with A/B testing, project management, extensive cross-functional retail experience
• Cross-functional leader with ability to influence across various lines of business
• Direct people leadership experience
• Excellent communication and interpersonal skills
• Data-driven mindset with proven track record of hypothesis-driven testing resulting in increased business performance
• Knowledge of omni-channel marketing strategies and best practices, inclusive of digital, traditional and in-store
• Ability to lead projects from ideation to execution
• Customer first approach with ability to understand customer journey insights and deliver features to drive growth
• Able to translate insights and ideas into tangible innovations to grow the business