The Loyalty & CRM Manager is responsible for leading the strategy, execution, and performance of Cafe Rio's loyalty program and lifecycle guest communications. This role focuses on growing loyalty acquisition, driving repeat behavior, and enhancing direct guest touchpoints across email, SMS, and app messaging.
The ideal candidate blends analytical thinking with marketing creativity-owning campaigns and journeys that increase customer engagement, frequency, and lifetime value. Working closely with cross-functional teams and external vendors, this individual will elevate how Cafe Rio connects with its most loyal fans while delivering measurable impact across the business.
This is an in-office position based in Salt Lake City, UT.
Responsibilities :
Loyalty Program Management
- Manage "My Rio Rewards" loyalty program, including program structure, promotional strategy, and ongoing improvements
- Partner with technology teams and vendor partners to ensure loyalty integrations function seamlessly across app, POS, and web
- Launch and manage exclusive membership campaigns, point promotions, and surprise-and-delight moments
- Own the loyalty program calendar and partner on key brand moments, LTOs, and new restaurant openings
- Campaign Planning & Guest Communication
- Develop and deploy loyalty campaigns that drive behavioral change and build guest relationships
- Align CRM messaging with promotions, seasonal launches, and brand initiatives
- Ensure campaign accuracy and timely execution across all digital channels
Segmentation & Personalization
Build and manage customer segmentation strategies that enable targeted, relevant communicationsUse guest behavior data to personalize content and offers across lifecycle stagesSupport experimentation through A / B testing, offer variants, and frequency cappingContinuously optimize message timing, format, and targeting based on performance insightsCross-Functional CollaborationCollaborate with the Digital Engagement, Creative, Technology, and Operations teams to deliver a cohesive guest experiencePartner with Customer Support to ensure loyalty-related guest issues are addressed with care and clarityWork with analytics teams to uncover insights that inform loyalty strategy and guest journeysSupport strategic initiatives including new restaurant launches, app updates, and in-store activationsReporting & Optimization
Track performance of campaigns and loyalty KPIs including active members, redemptions, visit frequency, and churnShare regular reporting with marketing and operations leadership to align on performance and opportunityUse data to inform content, timing, and segmentation improvementsStay current with industry trends and platform capabilities to keep Cafe Rio's CRM and loyalty programs competitive and effectiveQualifications : Required
4-6 years of experience in CRM, loyalty marketing, or customer lifecycle marketingExperience managing campaigns in platforms like Salesforce, Punchh, & AttentiveStrong understanding of customer segmentation, targeting, and behavioral marketingProven ability to plan, build, and measure digital marketing campaigns across email and SMSExcellent communication and project management skillsComfortable working in a fast-paced, collaborative environment with cross-functional teamsPreferred
Experience managing loyalty programs in the restaurant, hospitality, or retail sectorsFamiliarity with POS and app integrations related to loyalty and offer redemptionStrong data analysis skills and experience collaborating with analytics partnersBachelor's degree in Marketing, Business, Communications, or a related fieldPercentage of Time Spent :
Campaign Development & Execution : 40%Loyalty Strategy & Program Growth : 30%Cross-Functional Collaboration : 20%Reporting, Analysis & Optimization : 10%