Head of Loyalty

2 months ago

Toronto, Canada Canada Goose Full time

**Location**:
Toronto

Address:
100 Queens Quay East Toronto, Ontario M5E 1V3 Canada

Job Title:
Head of Loyalty

Canada Goose isn't like anything else. We've built something great, something special - an iconic lifestyle brand with an inspirational and authentic story. At the heart of it is our promise to inspire and enable all people to thrive in the world outside. To Live in the Open. At Canada Goose, you're part of a movement that belongs to something bigger. One that seeks out the restorative power of nature and is driven by a purpose to keep the planet cold and the people on it warm. We endure any condition, observe every detail, and are building a community that believes in living bravely and coming together to support game-changing people.

Here, opportunities are everywhere - to try something new, to learn, to do meaningful and impactful work, and they're yours for the taking.

Position Overview:
The Head of Loyalty is accountable for building, launching, and managing a compelling Loyalty Program and Member Engagement Framework for Canada Goose consumers.

We are seeking an experienced leader to design a Loyalty Program that aligns with our consumers' unique preferences and shopping habits (both global and regional). This role will create opportunities for consumers to enjoy personalized experiences and tailored rewards that make every interaction with the Canada Goose brand more meaningful and valuable. Further, this role will create new channels for consumers to engage with Canada Goose, in ways that are most relevant to them (e.g., Clientelling, Online Member Account). Through this work, the Head of Loyalty will drive profitable and incremental consumer lifetime value (CLTV) via growth and activation of Canada Goose’s contactable consumer database.

In this pivotal global role, the Head of Loyalty will be responsible for developing and implementing CG’s loyalty strategy and member experience, including program design, consumer enrollment, member activation, and analytics.

Across these areas, the Head of Loyalty will take a data and insight-driven approach to strategy development & operations management, overlaid with a creative approach to loyalty experience creation that results in a program that is unique to Canada Goose and aligned with brand strategy.

**What You'll Do**:
**_Loyalty Program Design: _**
- The Head of Loyalty is accountable for creating CG’s Loyalty Program and establishing the supporting cross-functional operating model, with the goal of formalizing Loyalty as a function and process at CG
- Build the Loyalty Program Vision & Strategy; define the vision, goals, characteristics, and roadmap
- Define Measures of Success; clearly define quantitative and qualitative program metrics and goals / targets
- Evangelize the Loyalty Program; introduce, educate, promote, and embed the program with all CG partners
- Establish Operating Model; create and implement a cross-functional operating model to enable the Program

**_Consumer Enrollment: _**
- The Head of Loyalty is accountable for implementing Loyalty Program value propositions / member benefits, with the goals of maximizing consumer enrollment & retention, and maximizing incremental CLTV
- Grow the Loyalty Database; optimize member acquisition across all consumer journey touchpoints
- Implement Member Benefits; build, deploy, and manage program value propositions
- Partner Cross-Functionally; lead partners through program implementation (e.g., Marketing, Channels, Tech)
- Manage External Partnerships; establish member benefits via 3rd parties, manage partner relationships
- Measure Impact: measure the efficacy of enrollment activities, generate and act on insights to grow impact

**_Member Activation: _**
- The Head of Loyalty is accountable for implementing a Member Engagement Framework that activates the member database (increases lead conversion, spend, repeat purchase; decreases churn), with the goals of maximizing CLTV and growing incremental Loyalty Program contribution to CG’s business
- Build a Loyalty Engagement Framework; a cohesive program of lifecycle management actions that grow CLTV
- Govern Loyalty Outreach; create and govern outreach rulesets (e.g., frequency, suppression)
- Coordinate Loyalty Outreach; publish cross-channel plans and targets, coordinate execution across channels
- Personalize Outreach; build personalized omnichannel journey flows, partner with channels to execute
- Implement New Outreach Channels; e.g., Retail Stores / Contact Center Clientelling, eComm Member Account
- Measure Impact: measure the efficacy of activation activities, generate and act on insights to grow impact

**_Analytics: _**
- The Head of Loyalty is accountable for analytics of CG’s first-party consumer data, with the goal of informing Enterprise and Loyalty Strategy, and enabling Loyalty activations across all consumer-facing channels.
- Inform Loyalty Strategy: generate consumer insights that inform all elements of t

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