Sr. Director - Loyalty Strategy + Experience

About the Role

As the Sr. Director of Loyalty – Strategy + Experience, you will be at the forefront of shaping the future of customer engagement across a portfolio of iconic brands. This role is responsible for leading the strategic vision, innovation roadmap, and enterprise-wide execution of loyalty initiatives that drive customer retention, brand affinity, and long-term value creation. You will partner closely with senior leaders across brand, marketing, digital, and operations to embed loyalty into the core of the customer experience. With a deep understanding of market trends, customer insights, and emerging technologies, you will architect and evolve loyalty strategies that differentiate the company in a competitive retail landscape.

What You\'ll Do

Innovation Strategy, Design & Implementation

Spearhead the enterprise-wide vision and roadmap for loyalty innovation, designing transformative constructs that elevate customer experience and drive brand affinity.

Partner with Brand Experience and Marketplace leaders to co-create next-generation loyalty strategies that anticipate customer needs and unlock long-term engagement.

Establish a continuous innovation cycle by embedding agile experimentation, customer feedback loops, and performance analytics into loyalty program development.

Program Effectiveness & Strategic Opportunity Identification

Lead enterprise-level assessments of loyalty program performance, identifying strategic levers for growth, differentiation, and operational excellence.

Translate complex data sets into actionable insights, guiding the evolution of loyalty offerings to meet shifting consumer behaviors and business priorities.

Present strategic recommendations to executive leadership, influencing investment decisions and enterprise prioritization.

Market Intelligence & Trend Leadership

Serve as the organization’s authority on loyalty trends, technologies, and competitive dynamics, ensuring the company remains at the forefront of customer engagement innovation.

Identify and evaluate emerging platforms, partnerships, and capabilities that can be leveraged to future-proof loyalty strategies.

Lead strategic benchmarking and scenario planning to inform long-term loyalty positioning and innovation pipelines.

Cross-Functional Strategy & Brand Integration

Act as a strategic integrator across brand, marketing, digital, and operations teams to ensure loyalty is embedded in the customer value proposition and brand experience.

Guide the development of Long Range Plans (LRPs) by providing loyalty-specific insights, forecasts, and strategic frameworks.

Ensure loyalty strategies are aligned with enterprise transformation initiatives and brand-level business goals.

Enterprise Value Creation & Strategic Partnerships

Drive enterprise value by identifying and executing loyalty strategies that enhance customer lifetime value, reduce churn, and increase share of wallet.

Cultivate strategic partnerships across internal and external ecosystems to accelerate innovation and scale impact.

Lead cross-functional work streams with a focus on delivering measurable business outcomes and customer-centric value.

Executive Communication & Leadership

Serve as a trusted advisor to senior executives, translating complex insights into compelling narratives that drive strategic alignment and decision-making.

Develop and deliver high-impact presentations and business cases to influence C-suite and board-level stakeholders.

Build and lead a high-performing team of strategists and experience designers, fostering a culture of innovation, accountability, and excellence.

Who You Are

Experience in loyalty strategy, customer experience, or corporate strategy, preferably within retail, consumer, or digital-first environments.

Proven success in leading enterprise transformation and innovation initiatives.

Deep understanding of customer behavior, loyalty economics, and omnichannel engagement strategies.

Strong analytical, strategic thinking, and executive communication skills.

Experience working in a matrixed organization with cross-functional leadership responsibilities.

Passion for customer-centric innovation and a track record of delivering measurable business impact.

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