Senior Loyalty & Engagement Strategy Manager
Location: London – twice a week typical
Salary: £75,000 to £90,000 plus bonus and benefits

Let’s say you work for a firm with multiple brands, offering a range of consumer product lines all on a global basis. Whose customer base includes international royalty, music and movie stars, sports legends and billionaires on the one side, right through to your average person on the street and customers who would only buy their product if it’s on a discount.

How might you define a loyalty programme which provides value to all, and creates incremental value growth for the business as well?

A couple of things it mustn’t be:

• Erode the brand’s positioning through discounting
• A ‘points win prizes’ or simple tiered value exchange

What it must be:

• Something which creates value to the customer. Whether they’re the kind of person who’d drop £1m in a shopping trip or only shop at discount retailers.
• Something which drives incremental value for the business through brand preference which spurs repeat purchase
• Scalable to become a global initiative, but adaptive enough to suit regional needs

ABOUT THE ROLE

As you can probably tell, this isn’t like most ‘turn handle’ loyalty roles you’ll find in your job search, and it’s not about CRM execution.

This is a full-blooded loyalty strategy role, responsible for defining the programme right from its very beginning, and that’s the business case.

Who you’ll be doing this for is something a little special. A globally iconic brand in luxury retail, lifestyle and fashion.

This is new role to the business, and will report to the CRM Director. There’s one thing this business has in spades, and that’s inspirational leaders. Thought leaders within their field of expertise and who are also down to earth and approachable yet also seriously impressive. Your line manager will be no different here.

You will start in an individual contributor capacity, responsible for defining the company’s loyalty strategy. Taking it from business case to MVP and overseeing a number of country level test launches.

Operationally, these in market tests will be handled by country based teams, with you acting as oversight from the Global function. Looking to take learnings from these and help tweak and improve the programme before Global launch.

You’re coming in on ground level of all this. So there’s huge opportunity to make a mark and have a significant impact on what loyalty looks like to the business and its customers.

Working alongside you will be a data science function who have been making significant breakthroughs in innovation. With the productization of several AI and ML solutions which are step-changing the company’s ability to deliver personalisation in real-time and at scale across both physical and digital channels.

A lot of what they do could be pivoted to support you in your journey to understand customer and market complexities. Leveraging this to great effect in the loyalty programme itself to create innovative solutions which will make this programme a cut above others of type in the market.

This role represents your chance to create something from nothing. But to do so with the type of brand and business most people would call both a ‘destination employer’ and a ‘dream employer’. Land it and land the programme too, and it could be career defining!

What we’re looking for:

• Experience of defining a loyalty strategy for a business with a diverse and complex customer base
• Able to demonstrate how you took the programme from idea stage, through testing and into market rollout
• Can articulate the value the programme created
• Have experience of working in large-scale, complex matrix environments
• Able to demonstrate how loyalty strategy means more than just a points or discount approach
• Experience can be from end brand, consultancy or agency environments
• Great communication skills and the ability to galvanise people behind ideas and strategies you present

Want to Apply? Here’s how:

You don’t have to hit every single box in the above. If you’re able to demonstrate the important elements reflected in the position, it could be enough.

To apply you can share your Linkedin profile or email me a CV – it doesn’t have to be up to date, we can work on that once you decide you want to take this forward.

Or, for a chat and more information please contact me on:
 

Colin Doree
Head of Recruitment, Digital, Data & Marketing
Blue Pelican
colin@bluepelican.com