Marketing Manager, Loyalty Resume Samples

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SU
S Upton
Shanel
Upton
5379 Antwon Harbor
Houston
TX
5379 Antwon Harbor
Houston
TX
Experience Experience
04/2015 – present
Detroit, MI
Marketing Manager, Loyalty
Marketing Manager, Loyalty
04/2015 – present
Detroit, MI
Marketing Manager, Loyalty
04/2015 – present
  • Develop and execute pilots/testing plans to accelerate development of CRM capabilities
  • Develop and execute marketing strategies to drive loyalty program enrollment via eCommerce sites and Levi’s stores
  • Support definition of roadmap to create best-in-class CRM capabilities; development of business case for investment
  • Service provider management
  • Benefits development and management
  • Execute loyalty programs and campaigns drivenby strategic direction (40%)
  • Support overall CRM strategy development and planning
02/2010 – 02/2015
Los Angeles, CA
Marketing Manager, Loyalty
Marketing Manager, Loyalty
02/2010 – 02/2015
Los Angeles, CA
Marketing Manager, Loyalty
02/2010 – 02/2015
  • Plan, execute and recap online and in-store promotion-led campaigns
  • Refine and execute global CRM strategy
  • Operate, market, and continuously improve global multi-channel loyalty program
  • Execute analyses leveraging multiple quantitative and qualitative data sources
  • Customer lifecycle management of loyalty/engagementprograms (45%)
  • Form recommendations for short- and long-term improvements
  • Manage global loyalty communication and operations with internal partners and external vendors
Education Education
Bachelor’s Degree in Initiative
Washington State University
Bachelor’s Degree in Initiative
Skills Skills
  • Strong communication skills to be able to articulate both strategy and tactical action steps
  • Demonstrated ability to interpret consumer trends and research to implement relevant and actionable marketing programs to drive engagement and lifetime value
  • Flexibility and the ability to adapt to change
  • Advanced knowledge of loyalty and engagement marketing approach for improving retention, consumers’ share of wallet, and customer LTV
  • Excellent time management skills and sensitivity to deadlines
  • Knowledge in leveraging customer data, technology, and marketing strategy for engagement planning and execution
  • Ability to thrive in a heavy work load environment
  • Collaborative, positive, “service-oriented” attitude
  • Experience in managing cross-functional teams (internal and external)
  • Experience in loyalty program constructs, loyalty financials, and the retail competitive landscape
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1

Marketing Manager, Loyalty Resume Examples & Samples

  • Support overall CRM strategy development and planning
  • Develop business requirements to deliver on overall CRM business objectives: consumer retention and lifetime value, relevance, engagement, and consumer insights/understanding
  • Support definition of roadmap to create best-in-class CRM capabilities; development of business case for investment
  • Evaluate, select, and onboard external vendors to support CRM objectives and roadmap, in collaboration with cross-functional partners
  • Lead CRM roadmap initiatives from planning to execution
  • Develop and execute pilots/testing plans to accelerate development of CRM capabilities
  • Drive loyalty portion of annual CRM planning including project prioritization and budgeting
  • Refine loyalty program design based on pilot learnings, external research, internal requirements, and market-specific needs
  • Refine consumer experience (online & in-store) including enrollment experience; reward and redemption rules; added benefits; etc
  • Partner with cross-functional teams and external vendors to develop roadmap for loyalty program enhancements
  • Define global market rollout roadmap based on internal and external data/analyses
  • Drive loyalty program enrollment and engagement via multichannel marketing
  • Develop and execute marketing strategies to drive loyalty program enrollment via eCommerce sites and Levi’s stores
  • Build multichannel loyalty communications strategy in partnership with email and retail marketing teams to drive program engagement
  • Analyze and optimize loyalty efforts
  • Assess loyalty program success vs goals, track loyalty program KPIs, and identify opportunities for deeper analyses
  • Execute analyses leveraging multiple quantitative and qualitative data sources
  • Form recommendations for short- and long-term improvements
  • Action based on analyses to optimize quickly
  • Manage global loyalty communication and operations with internal partners and external vendors
  • Drive coordination of loyalty efforts across brand marketing initiatives, store operations communications, associate training, rollout, etc
  • Minimum 6 years of cross functional CRM and eCommerce experience
  • Strong marketing analysis experience within retail, fashion or consumer products
  • Statistical/analytical experience
  • Advanced analytical and diagnostic skills to be used in dealing with issues that are not readily defined
  • Ability to develop solutions by applying accepted processes or creating new approaches
  • Ability to summarize complex findings in clear, concise and timely manner
2

Marketing Manager, Loyalty Resume Examples & Samples

  • Customer lifecycle management of loyalty/engagementprograms (45%)
  • Manage multi-channel best practices including partneringwith multiple brands and global brand managers and execution of engagement marketingand loyalty-based campaigns that drive incremental revenue and ROI for thebusiness leveraging industry best practices
  • Play a key role in creating and executing global engagementand loyalty strategies in support of broader communication objectives fortraffic, engagement, and lifetime value drivers with the company’s portfolio ofbrands
  • This role will be responsible for developing programbenefits/value propositions, establishing program engagement and growthobjectives, leverage concept testing and execution for different programconstructs, and sharing market implementation recommendations with keystakeholders and leaders
  • Execute loyalty programs and campaigns drivenby strategic direction (40%)
  • Ensure that all campaigns are developed and deployed ontime and with high quality (Q/A) and superior customer experience —many quickturn-around projects that require immediate problem solving and action. Handle quick turn-around projects withpositive attitude
  • Work collaboratively with IT team to understand andsupport loyalty and engagement data, platform needs, customer segments, and keytechnologies to drive best-in-class global customer engagement strategies inNorth America, EMEA, and APAC regions
  • Oversees the development of standard reports andpresentations on all loyalty key performance indicators, test and controlstudies and presents the results to management as required. Establishes andtracks ongoing success metrics for various loyalty marketing initiatives andrelate them to return on investment
  • Assist with engagement/loyaltymarketing budget (15%)
  • Assist in managing the loyalty marketing budget andworking closely with supervisor on budget setting and reporting
  • Works with PO requisition process for associatedengagement and loyalty marketing programs, technologies, and agencies to ensurePOs are aligned to budget spending and contract requirements
  • Knowledge in leveraging customer data, technology, and marketing strategy for engagement planning and execution
  • Skills in budget planning and financial forecasting relating to marketing strategies and programs
  • Demonstrated ability to interpret consumer trends and research to implement relevant and actionable marketing programs to drive engagement and lifetime value
  • Experience in managing cross-functional teams (internal and external)
  • Collaborative, positive, “service-oriented” attitude
  • High degree of initiative, personal responsibility and ownership
  • Strong communication skills to be able to articulate both strategy and tactical action steps
  • Ability to thrive in a heavy work load environment
  • Excellent time management skills and sensitivity to deadlines
  • Flexibility and the ability to adapt to change
  • 4 year Bachelor’s degree required. Degrees in marketing, business administration, or related field
  • Advanced degree in marketing, business administration, or communications is preferred
  • 5-7 years experience in direct marketing with background in retention marketing, CRM, and engagement/loyalty marketing experience preferred
  • Experience in loyalty program constructs, loyalty financials, and the retail competitive landscape
  • Advanced knowledge of loyalty and engagement marketing approach for improving retention, consumers’ share of wallet, and customer LTV
  • Experience working with 3rd party vendors, agencies, and consultants
3

Marketing Manager, Loyalty Resume Examples & Samples

  • Benefits development and management
  • Member-exclusive promotions, products, events, contests, and experiences
  • Member segmentation
  • Program analysis and insight
  • Customer research
  • A/B testing
  • Member communications, including lifecycle and promotional email, site content, and internal assets
  • Service provider management
  • Budgets, forecasts
  • Min. 5 years marketing, loyalty, CRM, retail, ecommerce, or related experience in a fast-paced environment
  • Proven track record of delivering results
  • Solid understanding of retail economics, customer LTV, customer segmentation and targeting
  • E-commerce and loyalty experience are a big plus but not required
  • Ability to interact comfortably at all levels of the organization
  • Ability to prioritize, set deadlines, and meet aggressive growth goals
  • Solid Excel and business math