Sr Manager, Loyalty
Company: Tillamook Creamery
Location: Portland
Posted on: April 22, 2024
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Job Description:
What you will do:
As a critical leader on the Tillamook brand marketing team, the
Senior Manager, Loyalty will drive consumer retention and
engagement for our beloved brand. This newly created role is
responsible for leading our loyalty marketing strategy and ongoing
quest of building and growing the most loyal fanbase in the market.
The ideal candidate for this role is a passionate, results-driven
leader, with a strong background in Loyalty Marketing and an acute
understanding of the ever-evolving landscape of consumer behavior.
In this role, you will build a new, innovative loyalty discipline
within Tillamook Marketing that will have direct and positive
impact on Brand Health Metrics including Trust, Recommend and
Repeat Rate. The Sr. Manager, Loyalty will establish, lead, and
refine our strategic vision for how we connect and build mutually
beneficial relationships and offerings to deepen loyalty with our
consumers. The role will pay close attention to and champion the
voice of the consumer to aid in building Tillamook Superfans. The
Sr. Manager, Loyalty will also create and contribute to a culture
of continuous improvement, testing, learning, and refining
strategies, programs and plans to continuously surpass the needs
and expectations of our consumers.
This role will manage our Consumer Relations Team which, through
the team's actions, aspires to have consumers become even bigger
fans than they were before connecting with them. Additionally, the
role will lead our Email and CRM teams, and partner directly with
our Direct Commerce, Social and Paid Media teams to form the
backbone of our loyalty strategy.
Here s a day in the life:
Drive the vision, develop, optimize, and gain alignment for the
Tillamook consumer loyalty strategy, delivering on high-level
marketing goals and company objectives. Collaborate with channel
teams, DTC, partner agencies, and senior marketing leadership in
the development of annual loyalty and channel strategies and/or
programs supporting consumer retention, building consumer trust,
recommend and repeat rate. Serve as the product owner for loyalty
programs. Develop and manage annual and long-term loyalty roadmap.
Manage annual email, CRM and loyalty budgets.
Recruit and retain consumers by developing long-term, mutually
beneficial relationships, programs and offerings. Lead the
evolution of consumer benefits and product features in support of
increasing consumer loyalty.
Partner across marketing channels and DTC to develop programs,
enhance relationships across the consumer journey and build the
Tillamook loyalty strategy.
Partner across marketing to develop and support integrated
marketing campaigns. Seek opportunities to engage & rewards
consumers and capture consumer data.
Partner with digital and marketing innovations on integrated
martech solutions that help us collect 1st party consumer data and
have a holistic view of the consumer journey in order to better
understand, engage and retain or consumers and increase their
loyalty to the brand through buying more of our products, more
often. Leverage technology and data to continue to test and refine
loyalty offerings.
Foster data-driven decision making by leveraging and sharing data
from loyalty programs and initiatives. Partner with Consumer
Insights Team to continuously grow our knowledge around super
consumers, how they behave, how to reach & connect with them and
how to recruit and grow more fans to be like them.
Manage agency partnerships. Explore and execute new agency
partnerships as necessary to support loyalty strategy and goals.
Manage and negotiate agency contracts, SOW s and budgets.
Supervise, lead and develop direct reports. Inspire and support
direct reports in expanding their professional and leadership
skillsets. Lead our Consumer Relations department, Email and CRM
Teams. Integrate and connect efforts from these teams to larger
loyalty strategy, goals and initiatives and to the goals of the
marketing department at large.
Stay current of insights, trends, behaviors, and market conditions
that are impacting and could impact our consumer. Leverage this
information to optimize loyalty strategies and tactics.
Knowledge, skills, and abilities:
Bachelor s degree in marketing, communications, or related
field.
7+ years prior experience successfully developing and executing
loyalty marketing strategy for a brand.
3+ years
experience in a leadership role with at least 2 years
experience supervising direct reports.
Demonstrated success leading and executing loyalty marketing
programs. Experience with DTC/eCommerce based loyalty programs a
plus.
Experience leveraging consumer insights and analytics to drive
strategy, plans and make data-backed decisions.
Previous experience in food industry marketing a plus.
Occasional night or weekend work. Occasional travel every 1-2
months.
Current knowledge and understanding of loyalty marketing
fundamentals and landscape.
Knowledge and practical application of consumer analytics platforms
and consumer insights in developing consumer loyalty
strategies.
Knowledge of and experienced working with Consumer Data Platforms
(CDP).
Establish and maintain positive relationships with employees,
supervisors and the general public; act as a team player while
collaborating with diverse skillsets across multiple
departments.
Leadership and passion for strategic planning, evolving processes,
team building, and continuously improving skillsets.
Outstanding verbal and written communication skills, including
listening skills.
Demonstrated attention to detail and accuracy.
Knowledge of conflict resolution best practices and keen ability to
creatively problem-solve.
Work under pressure, meet deadlines, and be flexible in working on
multiple projects simultaneously with little supervision.
Overall comfort with computer systems is a must, including advanced
skills in Microsoft programs including Outlook, Word, Excel, and
PowerPoint. Knowledge of Google Analytics, Email Service Providers,
search optimization tools, content management systems, social
monitoring tools, blog platforms, etc. is a plus.
Industry leading benefit and reward programs:
We offer outstanding benefits to our employees. For more
information, please visit the careers
page:www.tillamook.com/careers.
We are committed to creating a diverse culture and inclusive
conditions where all employees are heard, valued and feel a sense
of belonging. We rely on different perspectives, thoughts,
backgrounds and cultures to inform our work, to help us be better
as a brand and as an employer and to fuel our success. We are
seeking talent from a wide range of diversity, perspectives and
backgrounds to join our exceptional organization and help us build
our future.
Tillamook County Creamery Association (TCCA) is a Drug-Free
Workplace.EEO/AA
Keywords: Tillamook Creamery, Beaverton , Sr Manager, Loyalty, Executive , Portland, Oregon
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