Manager, Loyalty & Engagement

Posted 3.27.24
Location
Seattle, WA
Who We Are:
At Brooks, we believe a run can change a day, a life, the world. Everyone who works here is a key part of our obsession to make the best running gear on the planet. We want our business — which also happens to be our passion — to be a place where everyone feels welcome and comfortable being themselves. Our company culture defines us, bonds us together, and drives our success. We live this culture daily through our brand values: Runner First, Word is Bond, Champion Heart, There is no “I” in Run, and Keep Moving. This means we always solve for the runner, do what we say we will, give it our all, are generous with our humanity, and find a way to keep moving every day, because joy is kinetic. 
Are you ready to help create something extraordinary?
Your Job:
As the Manager, Loyalty & Engagement for Brooks Running, you will play a pivotal role in designing, implementing, and managing our loyalty program with a focus on enhancing customer retention and fostering brand advocacy. This role will be responsible for helping create and optimize the Brooks Run Club 3-year vision with a focus on driving forward key initiatives such as program benefits, partners, and omnichannel initiatives. Utilizing customer data and analytics, you will identify trends, opportunities, and areas for improvement, generating regular reports to measure the success and effectiveness of loyalty programs and develop strategies to grow customer retention. Collaboration with Marketing, Sales, and Product teams is essential to align loyalty initiatives with overall business goals. You will manage and support the career development of the Loyalty & Engagement team. 
 
Your Responsibilities:
  • Design, implement, and manage the Brooks Running loyalty program and experience to enhance customer retention and grow brand advocacy
  • Develop an overarching partnership strategy for the loyalty program. Work collaboratively with the Global Marketing partnership team
  • Lead the loyalty program vision for omnichannel opportunities for the Brooks loyalty program in collaboration with our Retail Marketing and Sales team
  • Develop personalized communication strategies to engage and connect with customers on a regular basis in partnership with our Customer Relationship Marketing (CRM) team
  • Oversee the day-to-day operations of the Brooks Run Club which is managed by the Sr. Specialist, Loyalty & Engagement
  • Own the enhancement of benefits for the loyalty program, overseeing the execution and testing of these benefits from the Senior Loyalty and Engagement Specialist
  • Utilize customer data and analytics to identify trends, opportunities, and areas for improvement
  • Generate regular reports to measure the success and effectiveness of loyalty programs
  • Collaborate with cross-functional teams, including Marketing, Sales, and Product, to align loyalty initiatives with overall business goals
  • Work closely with the IT team to ensure the seamless integration of loyalty programs with existing systems
  • Implement customer feedback mechanisms to gather insights and continuously improve loyalty programs
  • Conduct surveys and analyze results to gauge customer satisfaction and identify areas for enhancement
  • Analyze market trends and competitor programs to ensure our loyalty initiatives remain innovative and competitive
  • Manage (including goal setting, performance review, hiring decisions, team culture, etc.) and support the career development of direct report to ensure job satisfaction, retention, and to identify and develop bench strength
Qualifications:
  • Bachelor’s degree in Marketing, Business, or a related field or equivalent combination of experience, Master’s degree in Marketing or Business Administration is a plus
  • Minimum of 7+ years of experience in loyalty program management or a similar role
  • 3+ years of experience managing a team
  • Highlight specific achievements, such as percentage increase in customer retention or successful introduction of innovative loyalty initiatives
  • Proficient in using advanced analytics tools and techniques for in-depth data analysis
  • Experience in leading and motivating a team, with strong leadership and coaching abilities
  • Demonstrated success in fostering collaboration and achieving results through cross-functional teamwork
  • Experience with brand and retail loyalty programs a plus
  • Ability to successfully manage multiple projects simultaneously while demonstrating excellent attention to detail
  • Project management, large-scale planning, and ability to lead cross-functional projects, proficient in managing technical dependencies
  • Experience utilizing data driven insights to develop business cases and working with appropriate cross-functional teams on modeling
  • Strong ability to develop structured frameworks and approaches and innovative thinking to solve complex challenges in a fluid environment
  • Excellent communications skills with respect to translating business needs into a data analysis approach and translating analysis results back into business terms
  • Excellent listening, presentation, and written and verbal communication skills
  • Ability to anticipate how a decision made can affect our customers, our partners, our products, or other departments’ operations and/or morale; “connecting the dots”
  • Growth mindset and agility as our program evolves
  • Embraces and lives the Brooks values!
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