Are you an experienced CRM or loyalty professional who can design programmes that reward both customer purchasing behaviour and experiential engagement with a brand?
Do you thrive in hands-on roles where you can launch and optimise customer loyalty initiatives using data, CRM and customer insight?
Are you excited by the opportunity to build a loyalty proposition that blends commerce, community and experiential engagement to deepen customer relationships?
MacGregor Black are partnering with a leading consumer brand on the search for a Loyalty Manager. This is a newly created role at an exciting stage of digital and customer engagement growth. The business is preparing to launch a new customer loyalty programme which represents a significant strategic initiative designed to deepen customer relationships, increase lifetime value and strengthen differentiation in a competitive retail environment. This is a permanent role based in Essex – Hybrid working (4 days per week in the office).
The programme will take a progressive approach to loyalty, rewarding not only customer purchases but also engagement with the brand and wider community. As Loyalty Manager, you will play a pivotal role in shaping, launching and evolving this initiative, ensuring it delivers a compelling experience for customers while driving measurable commercial value.
Reporting into the Digital leadership team, you will work cross-functionally with Marketing, Design, Digital, Product, Commercial and Technology stakeholders to bring the programme to life. This role requires someone who is equally comfortable operating strategically and delivering hands-on execution - from building CRM journeys and campaigns to analysing performance data and presenting insights to senior stakeholders.
Key Responsibilities:
* Lead the successful launch and implementation of the loyalty programme, working closely with internal stakeholders and technology partners to deliver the initiative on time and to brief.
* Manage the day-to-day operation of the loyalty platform, ensuring a seamless and engaging customer experience across all touchpoints.
* Develop and evolve the programme’s points structure and tiered rewards model, using performance insights to optimise engagement and ROI.
* Identify opportunities to enhance the programme over time, informed by customer behaviour, competitive benchmarking and industry best practice.
* Build and manage CRM communications aligned to the loyalty programme, including lifecycle journeys, triggered messaging and promotional campaigns.
* Work closely with the Marketing team to integrate loyalty initiatives within the broader marketing calendar and brand campaigns.
* Develop segmentation strategies to deliver personalised and relevant communications to loyalty members.
* Define programme KPIs and build reporting frameworks to measure success and track engagement.
* Analyse customer behaviour, redemption patterns and engagement data to generate actionable insights.
* Monitor programme ROI, customer lifetime value, retention and key loyalty metrics, delivering insight-led reporting to internal stakeholders.
* Manage the relationship with the loyalty technology platform provider to ensure the business extracts maximum value from the platform.
* Collaborate cross-functionally with Commercial, Digital and Brand teams to align loyalty initiatives with wider business objectives.
* Present programme performance, insights and recommendations clearly to senior stakeholders.
What Were Looking For:
* Proven experience in CRM and/or customer loyalty programme environments.
* Experience managing or contributing to a customer loyalty programme, ideally with points or tier-based reward structures.
* Background within Retail, Consumer Goods or Sports sectors.
* Strong analytical capability with the ability to interpret data and translate insights into strategic recommendations.
* Hands-on CRM experience including building and deploying lifecycle communications such as email and push notifications.
* Excellent project management and stakeholder coordination skills with the ability to drive cross-functional initiatives.
* Strong communication skills with confidence presenting insights and strategy to senior stakeholders.
* A proactive self-starter capable of owning and developing a programme independently.
* Experience working with loyalty technology platforms.
* Experience launching a loyalty programme from build phase through to live operation.
* Exposure to gaming, entertainment or other engagement-led sectors.
* Experience developing segmentation and personalisation strategies.
* Previous leadership or team management experience as the function grows.
* Analytically minded and energised by data-driven decision making.
* Commercially aware, with a clear understanding of how loyalty programmes drive business performance.
* Hands-on and pragmatic, comfortable executing as well as shaping strategy.
* Collaborative and influential, with the ability to work effectively across multiple teams.
* Curious and forward-thinking, with an interest in loyalty innovation across retail, digital and entertainment sectors.
* Adaptable and resilient, comfortable navigating ambiguity and evolving priorities in a fast-moving environment.
Contact Dan Hookway for more information.