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Director, Loyalty & CRM

Tampa FL

Full-time, Part-time

Job Description


The Director of Loyalty and CRM will work to drive sales and brand affinity by leading customer engagement and retention initiatives across key digital touchpoints including Email, SMS, Loyalty and the Mobile App (collectively known as Direct/Owned Marketing Channels). The Director of Loyalty & CRM will be influential in the design, implementation and rollout of the direct/owned channel customer lifecycle management approach and will use data and insights to develop and optimize value-creating programs supporting each of the key direct/owned channel verticals.


The right candidate will be customer-obsessed, designing a best in class guest experience that will differentiate the brand from the competitive set, driving loyalty, advocacy and repeat purchases among our core guests. The Director of Loyalty and CRM and will be responsible for working collaboratively across multiple functions including IT, creative, brand marketing, operation services, paid and earned media, field marketing, ecommerce and consumer insights.

This position will report directly to the Senior Director of eCommerce and Guest Engagement and oversee the day to day responsibilities of the guest engagement coordinator.

Principal Duties & Responsibilities:

  • Serve as the overall Direct/Owned Channel Marketing lead, collaborating internally and externally across all channels and departments to ensure a cohesive go-to-market approach
  • Lead the strategic development and execution of Direct/Owned Channel marketing plans for the Checkers & Rally’s system that drive value against defined goals
  • Design and execute on the Direct/Owned Channel product roadmaps with key stakeholders across IT, Brand Marketing, Consumer Insights, and Operations Services
  • Develop strategies and set priorities that drive acquisition, deeper brand engagement and lifetime value of CRM database and loyalty members
  • Partner with the Director of Marketing Technology as well as internal IT to ensure that the ongoing development of loyalty strategy is aligned with technical requirements for the app, rewards program and CRM; partnering closely to mitigate any issues that may impact the guest or operator experience
  • 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 direct/owned channel promotional strategies
  • Develop a dynamic and in-depth communication plan and reporting process that supports our operational needs and framework
  • Own multiple projects; ensuring clearly articulated strategies with flawless execution and communication skills
  • Continuously evaluate and optimize loyalty and CRM programs to drive usage and maximize profitability
  • Lead day-to-day priorities for segmentation, campaign planning and delivery against strategy, including oversight of vendors and creative related to areas of responsibility
  • Collaborate 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.

Primary KPIs

  • Loyalty penetration on total checks (% of checks tied to loyalty account)
  • Addressable audience across Direct/Owned Channels (email, text, loyalty and mobile app downloads)
  • Redemption rate across audiences
  • Engagement rate across audiences


Key Cross Functional Relationships

  • Creative team – all campaigns aligned with Brand Creative position
  • Brand team – campaigns designed to achieve key strategic brand priorities
  • Finance/Measurement – work with the measurement team to ensure KPIs are tracked
  • Technology team – ensure the right capabilities and technologies are implemented and working as expected
  • Operations team – ensure restaurant teams are trained to work with digital campaigns and capabilities
  • Field Marketing – creating systems and processes that support the field team and local marketing efforts



  • Curious, always learning and always looking for new ways
  • Inspirational energy, excitement and passion for all things interactive
  • A passion for collaboration
  • Organized and process oriented
  • Able to translate a vision into action/results
  • Experience in managing loyalty or rewards programs and mobile apps for large national brands
  • 8+ years’ experience in consumer marketing
  • Mastery of direct/owned channel and interactive marketing
  • Strong analytic skills for monitoring and measuring customer data and analytics
  • Excellent presentation skills, both written and oral, to various audiences within and outside the organization
  • Proven aptitude for developing and executing content and engagement strategies
  • Proficient in PowerPoint, Excel, Web Analytics, Content Management, User Testing, Web Optimization, Campaign Attribution, and Content Distribution Systems
  • Experience with using CRM data for targeting, segmentation, and personalization for direct/owned channel campaigns
  • Strong project leadership skills, including a demonstrated ability to lead multi-functional teams to drive concrete actions and results
  • Experience working with cross functional teams and managing complex projects through concept development, launch and scaling efforts including IST, Finance, Brand, Creative, Operations and Training, as well as agency/vendors/consultants
  • Strong interpersonal partnership and influence management skills
  • Experience in hospitality, retail, or restaurants is preferred
  • Undergraduate degree in Business or Marketing field preferred
  • Dedication to accuracy and attention to detail
  • Lives the brand as a servant leader who puts the needs of the brand and team members first
  • Leader in understanding and leveraging digital engagement and interactive trends
  • Capability to manage budgets
  • Ability to lead and develop a team


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