Sr. Manager of Loyalty

As a critical leader on the Tillamook brand marketing team, the Senior Manager, Loyalty will drive long lasting consumer retention and fan devotion 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 visionary, consumer-centric, results-driven leader, with a strong background in Loyalty Marketing fueled by an acute understanding of the ever-evolving landscape of consumer behavior. In this role, you will build an innovative loyalty discipline within the Tillamook Marketing organization that integrates across all consumer touchpoints. This role will have a direct and positive impact on business results and Brand Health Metrics including Trust, Recommend, Irreplaceability and Repeat Rate. The Sr. Manager, Loyalty will establish, lead, and refine our strategic vision for how we connect emotionally and build mutually beneficial relationships to deepen devotion with our consumers.  The role will leverage and pay close attention to consumer insights and analytics and champion the voice of the consumer to aid in evolving the loyalty strategy and 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 needs and delight our consumers.

This role will manage our Consumer Relations Team which is no ordinary consumer service team. Through the teams’ delightful actions and interactions, we aspire to have consumers become even bigger fans then they were before connecting with our consumer relations team. Additionally, the role will lead our Email and mobile channels and partner directly with our Direct Commerce, Social and Paid Media teams to ignite our loyalty strategy.

Management responsibilities include:

Selecting top talent and onboarding/training new employees; following, and ensuring that all employees follow, all personnel rules, policies and/or collective bargaining agreements; holding employees accountable for performing their daily duties and demonstrating appropriate workplace behaviors; providing continuous feedback, coaching, and timely effective discipline when necessary; evaluating, monitoring and providing regular feedback on employees’ performance; tracking employees’ attendance and verifying accuracy of daily timekeeping records; holding effective, regular, team meetings; demonstrating financial responsibility by protecting the employers’ financial interests; and serving as role model by demonstrating professionalism, honesty, integrity, ethical behavior and living our company values.

Here’s a day in the life:

• Drive the vision, develop, optimize, and gain alignment for the Tillamook consumer loyalty strategy and executional tactics, 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, consumer loyalty through mutually beneficial relationships, programs and offerings.  Lead the evolution of consumer benefits and product features in support of increasing consumer loyalty.
• Partner across marketing and the organization to connect key touchpoints of the loyal consumer experience. Co-develop consumer programs with cross-functional partners that drive emotional connection with the brand, enhancing and deepening our relationship throughout the consumer journey in service of further building fan devotion.
• Partner across marketing to develop and support integrated marketing campaigns. Seek opportunities to engage & reward loyal consumers and capture consumer data.  Develop and maintain solid working relationships with peer marketing leaders including Brand Experience, Social, Influencer, PR, Paid Media, Brand Strategy & Comms, DTC and Digital. Leverage cross-department relationships to influence channel strategies and plans in support of the loyalty strategy.
• Partner with marketing innovation on integrated martech solutions. Seek opportunities to grow our 1st party consumer data to provide a more holistic view of the consumer journey, better understand, engage, reward and retain or consumers and increase their loyalty to the brand buy ultimately driving them to buy more of our products, more often.  Leverage technology and data to personalize, test and refine loyalty experiences, content and 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 loyal 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 mobile teams. Challenge our consumer relations team to redefine consumer service and seek out unique, genuine and emotionally connected ways to surprise and delight consumers. Integrate and connect efforts from direct reporting teams to larger loyalty strategy, goals and initiatives and to the goals of the marketing department and business at large.  Lead the sharing of consumer relations, email and mobile analytics and subsequent recommendations with cross-functional partners
• Stay current of insights, trends, behaviors, and market conditions that are impacting and could impact our consumer.  Maintain regular connection with our CMI team.  Leverage consumer insight 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.