Director, Loyalty & CRM

Company: CKE Restaurants, Inc.
Location: Franklin
Posted on: February 22, 2021

Job Description:

Position SummaryThe Director, Loyalty and CRM will drive sales and brand affinity by leading customer engagement and retention initiatives across key digital touchpoints including CRM and loyalty rewards program. This role will be influential in the design, implementation and rollout of the customer lifecycle management approach and will use data and insights to develop and optimize value-creating programs. The right candidate will be customer-obsessed, designing a best in class guest experience that will differentiate the brand from the competitive set and drive loyalty, advocacy and repeat purchase. This newly created position will be a highly visible one within the CKE Restaurants organization, and will be responsible for working collaboratively across multiple functions including IT, brand marketing, operations, media, corporate strategy and consumer insights.Essential FunctionsMay perform any or all of the following duties:? Be a key contributor to the vision, strategy, plans, and roadmap for a newly created loyalty and CRM program while working collaboratively with cross-functional teams on implementation and execution? Develop strategies and set priorities that drive acquisition, deeper brand engagement and lifetime value of CRM database and loyalty members? Partner with digital experience and IT teams to ensure ongoing development of loyalty strategy is aligned with technical requirements for the app, website and martech stack; partner closely to mitigate any issues impacting the experience? Develop and implement a cross-channel CRM strategy focused on driving engagement and loyalty with new and existing guests? Oversee the activation of loyalty initiatives including the execution of lifecycle and promotional campaigns through email, SMS text, app and other channels as they are developed? Become the internal champion for loyalty marketing by presenting proposals and updates to senior management and consult with franchisee representatives to secure support and operational execution of loyalty and digital promotional strategies? Continuously evaluate and optimize loyalty and CRM programs to drive usage and maximize profitability? Leverage research and insights to map customer journeys and develop segmentations? Build and develop a team of experts in the digital marketing, CRM and loyalty function? Work closely with broader marketing team to ensure the CRM and loyalty strategy addresses annual business goals and 18 month marketing calendar? Lead day-to-day priorities for segmentation, campaign planning and delivery against strategy, including oversight of vendors and creative? Collaborates with internal teams to identify opportunities to enrich/cleanse current data for the purposes of developing effective marketing communication and deploy acquisition tactics.? Oversees measurement and analytics of key CRM metrics to ensure maximum Customer Lifetime Value, high performing campaigns and progress against KPIs. Creates presentations that provide actionable insights for ongoing optimization.Position Qualifications/Core Competencies? Ten (10) years of experience in marketing or digital strategy, with direct experience managing and/or developing loyalty and CRM programs, retail and/or QSR experience a plus? Demonstrate a commanding knowledge of CRM/loyalty technology and CRM/direct customer marketing programs across paid and owned channels? Exhibit strong analytical abilities for synthesizing complex data and translating business needs to technical terms? Strong financial acumen, P&L experience, agile decision-making, ability to formulate a strong POV and adjust plans strategically in a changing environment.? Ability to thrive within an organization with a high degree of ambiguity and fast pace; organizational aptitude; ability to multi-task and manage high-visibility function.? BS degree in Business, Marketing or related field required. MBA preferred but not required.WORK ENVIRONMENT? Corporate Office fast paced, high volume of activity and a deadline driven environmentPHYSICAL DEMANDS? Sitting for extended periods of time, using telephone, typing and/or operating a computer and/or mouse? Travels as needed approximately ten (10)%THE COMPANY RETAINS THE RIGHT TO CHANGE OR ASSIGN OTHER DUTIES TO THIS POSITION AS DEEMED APPROPRIATE WITH OR WITHOUT NOTICE.

Keywords: CKE Restaurants, Inc., Franklin , Director, Loyalty & CRM, Executive , Franklin, Tennessee