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Director, Loyalty
2 weeks ago
**Company Description**
Dedicated to telling stories and creating experiences, Indigo is always looking for bright, energetic and customer-focused people who can help bring our exciting mission to life in one of our more than 170 Indigo, Indigospirit, Chapters and Coles stores across Canada. We offer a variety of exciting opportunities at our retail stores, distribution centres, and home office for people who share our passions and want to be part of a dynamic and enriching culture.
WHO WE ARE
- We love books and all things beautiful
- We are Canada’s Cultural Department Store
- Books are our heart and our soul and Great Books are JUST the Beginning
We play by the following rules:
- We exist to add joy to our customers’ lives each and every time they interact with us and our products
- Our job is to create joyful moments for our customers
- We treat each other the way we’d treat a valued friend
- We inspire each other to do our best work
- We seek to ignite creativity and innovation every day
- We give back to the communities in which we operate
As the Marketing Director of Loyalty at Indigo, your mission is to drive sales, profit, and lifetime value by developing a comprehensive strategy that rewards and engages our members. You will focus on driving growth in plum and plum+ memberships through a combination of acquisition and engagement strategies, including retention, spend, and frequency initiatives. Your responsibilities include developing a program design and technology roadmap for personalization and continuous development of all plum tiers and collaborating closely with cross-functional partners to ensure flawless execution. Additionally, you will spearhead the development of a community engagement strategy that nurtures the emotional connection with our members through various initiatives such as online member hubs, reviews, plum newsletters, events/experiences, and partnerships with other brands. Furthermore, you will play a crucial role as a member of the Marketing Leadership Team in the development of a coordinated, highly productive omni-channel marketing game plan.
**KEY PERFORMANCE METRICS**
- Measured improvement in plum and plum+ enrollment numbers.
- plum+ member retention, spend, frequency and point redemption.
- Customer response and engagement in CRM and targeted offers
- Overall loyalty program profitability
- Team engagement
**KEY ACCOUNTABILITIES**
Strategic
- Develop program design and technology roadmap for personalization and continuous development of all plum tiers, working closely with cross-functional partners to ensure successful execution.
- Lead the development and implementation of innovative CRM/data-driven marketing strategies, leveraging personalized offers and deep customer insights to enhance member engagement and loyalty.
- Drive sales, profit, and lifetime value by developing a strategy that rewards and engages our best customers.
- Build community engagement strategy to nurture the emotional connection with our customers (e.g., online member hub, plum newsletter, exclusive events and experiences, partner brands, customer co-creation)
- Develop promotional strategy and program of plum personalized offers to improve customer engagement and value perception.
- Build critical mass in the plum+ tier by adding new benefits to the program to build members acquisition and renewal rate.
- Increase number of members who redeem points by removing friction online and in-store.
- Maintain a high level of strategic foresight by identifying customer and business needs, and adjusting departmental and team objectives accordingly.
Functional
- Further develop the existing contact strategy across channels that builds the long-term customer relationship, synergies with marketing priorities, advances the level of relevance/personalization for our customers and drives near-term revenue/profit goals.
- Manage strategy, planning, execution and measurement of Indigo’s CRM and targeted campaigns.
- Manage ongoing updates to program Terms & Conditions, in partnership with the legal team.
- Set and adhere to the annual plum OPEX and bonus points budget.
- Challenge the status quo by consistently identifying areas for improvement, diagnosing issues and working to resolve them.
People
- Lead and engage team to deliver strategic objectives through effective coaching and mentoring, identifying, and developing emerging talent, and fostering an innovative, collaborative, and agile culture.
- Foster a culture of innovation and continuous improvement focusing on customer experience.
- Accountable for the overall engagement, productivity, turnover and bench strength of the team
- Collaborate with others to drive flexible and iterative solutions quickly and easily.
- Share technical knowledge with others and actively seek to learn from those more knowledgeable than yourself.
Cultural
- Celebrate diversity of thought and have an open mindset.
- Take an active role in fostering a culture
