Loyalty Marketing Manager

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    Company: West Marine
    Location: Watsonville, CA

    Job Description

    Customer loyalty is the key to building long-term, relevant relationships with West Marine customers. We are seeking a Loyalty Marketing Manager focused on West Advantage Rewards program design and to define the roadmap for the program design and innovation, and to manage the program on an ongoing basis.

    The Loyalty Marketing Manager will lead the development of new features and benefits for West Advantage Rewards and develop strategic assessments. This team member is responsible for managing program performance against operating plans and budgets to achieve West Marine financial and business objectives.

    This critical position will ensure the West Advantage Rewards Program is being marketed consistently and effectively across channels and vehicles and that members have a seamless experience in-store and online. This role requires the individual to work closely with both internal business partners across the organization and external vendors to drive operational efficiency and strategic growth.

    Primary Duties And Accountabilities

    Essential Duties and Responsibilities:

    Design and implement enhanced West Advantage Rewards program, with emphasis on bringing value to the customer and increasing enrollment, engagement and ROI
    • Understand the financial aspects of measuring and managing customer marketing investments, to include liability and make recommendations to achieve financially-driven goals
    • Work with internal cross-functional teams providing leadership into the creation and management of loyalty initiatives including customer database acquisition, customer profiles, channel strategies, communication strategies, customer segmentation, reporting, testing, and analysis
    • Define KPIs for performance and continuously measure, track and report
    • Create advanced offer and customer segmentation strategies and test plans for seasonal and non-seasonal campaigns to drive traffic, sales and ROI
    • Examine customer data (engagement, redemptions and behavior patterns) and develop performance metrics associated with the program and refine future strategies and allow for data-driven decision making
    • Analyze campaign results and continuously refine strategies through a test and learn approach
    • Understand competitive landscape and gather relevant insights to inform growth strategy
    • Own and continuously optimize processes within CRM and the Marketing team to work in the most efficient way with limited resources
    • Provide program administrative and customer service support as needed
    • Bachelor's degree (BA/BS) from four-year college or university in Marketing, Business, Economics or related field
    • 5+ years of leadership experience at the manager level with strong background in loyalty and marketing; experience in retail or travel preferred
    • Passion for the customer experience balanced with understanding of underlying economics of loyalty programs
    • Proven track record of program management including strategy development, business planning, technology and operations
    • Strong project management skills demonstrated by developing, leading and delivering complex, multi-channel projects
    • Ability to translate data into concise and insightful executive summaries and presentations
    • Strong digital, social media and non-traditional marketing background a plus
    • Ability to successfully collaborate and partner with cross-functional business partners / vendors to execute strategy
    • Proactive problem-solving skills; ability to anticipate obstacles and quickly generate alternate solutions/ideas
    • Honed written and verbal communication skills; confidence in presenting point of view in multiple forums, including leadership level
    • Excellent technical skills – MS Office (specifically advanced Excel and PowerPoint)
    If interested, qualified and interested candidates can send their resume to [email protected]

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