Position Title: Manager Loyalty
Requisition ID: 29037
Career Group (ADSP): Administrative
Division: Qc – Marketing Metro (80069072)
Department: Marketing and e-Commerce
Position Location: METRO ON – 5559 DUNDAS STREET W (#A-DUND)
Province: Canada : Ontario
Position Type: Permanent
Summary
The loyalty program management team is responsible for the strategic development, operational and analytical aspects of the Air Miles and Thunder Bucks programs for Metro Ontario. This group is responsible for all Loyalty related activities deployed at store level and interacts regularly with senior management in Merchandising and Operations. This group acts as the local partner working with the CRM team as they manage and facilitate all Personalized & non-personalized targeted communications for the Ontario Market. Together, the CRM and the program management teams form the Ontario Loyalty team. The Manager Loyalty plays a critical role as part of the Loyalty management team.
Specific Responsibilities:
- Develop & executes the measurement plan for all Loyalty events / initiatives. (Digital; offer development and load to card strategy, Mass: Earn Events, Redemption Event, Store initiatives; Local Marketing Shopping Cards, Surprise & Delight, customer facing contests and employee facing contests) throughout the year and make formal recommendations / presentations to the Director, Senior Director, VP, SVP & ESVP.
- Lead the push in Ontario for Loyalty personalized & targeted marketing programs in Ontario and Manage the Quebec cross functional team to ensure the appropriate planning integration of Loyalty and Ontario Marketing Calendars.
- Create and manage the creative workback plan and execution schedule of all Loyalty promotions in Ontario (Digital, Mass, Colation) as well as all local marketing initiatives.
- Lead all aspects of the Thunder Buck Program (Loyalty Program in Thunder Bay). Provides guidance to the Loyalty Analyst, Customer Insight on reporting (KPI’s, layout, frequency, distribution).
- Supervise / provide guidance to Loyalty analyst (a direct report to this role) in the development of loyalty promotions that increase basket and or increase trips and make formal recommendations / presentations to the Director.
- Assist the Director in financial forecasting and manager the monthly budgeting process for all Loyalty programs and all Loyalty marketing efforts.
- Be the “go to” SEM for all Loyalty related financial figures as they work with Metro Ontario Finance Department and track POs to ensure monthly P&L statements, invoices and the 4 budgets are reconciled.
- Manage all creative development efforts including the development of creative briefs, agency oversight and provide the Director with their recommendations & rational.
- Continually optimize the creative process to ensure consistent brand and messaging while minimizing costs.
- Manage all Loyalty related issues / concerns with respect to Customer Care & Business services. Including managing the communication of all Loyalty events / initiatives that they may receive customer communication.
- Manage the everyday relationships with key partners such as Air Miles, Metro Marketing, Metro Merchandising & Operations as well as Dunnhumby, Metro Finance & Metro Research and Customer Analytics.
- Review post analysis done by Air Miles, Customer Intelligence and or Dunnhumby and strategize with Director and implement any key learnings to improve the success of a campaign.
- Support the Director when collaborating with Air Miles, Customer Intelligence and or Dunnhumby, design and support ongoing vendor programs to generate new revenue and add value to customer programs.
- Assist the Director in financial forecasting and manager the monthly budgeting process for all Loyalty programs and all Loyalty marketing efforts.
- Be the “go to” SEM for all Loyalty related financial figures as they work with Metro Ontario Finance Department and track PO’s to ensure monthly P&L statements, invoices and the 4 budgets are reconciled.
Qualifications:
- 7-10 years of customer relationship, direct marketing or loyalty program management experience required.
- Solid understanding of retail loyalty strategy , KPI management + merchandising & operations.
- Possesses a very strong financial acumen.
- Strong interpersonal, communication and presentation skills; capable of representing the Loyalty function to all levels of management.
- Be a critical and creative thinker and have the ability to manage multiple projects concurrently.
- Presenting and gaining support for Loyalty concepts and methodologies from a variety of audiences unfamiliar with them, including senior executives, operations and merchandising managers and store staff.
Relationships:
Internal: Senior Management, Loyalty Marketing team, Broad Marketing, Market Research, Communications, Merchandising, Operations, IT, Real Estate, Location Research
External: Vendors, suppliers, outside agencies, customers
