Specialist, Franchise Loyalty & CRM

As a member of the C&S Wholesale Grocers family of companies, SpartanNash is a food solutions company that delivers the ingredients for a better life. A distributor, wholesaler and retailer with a global supply chain network, SpartanNash distributes grocery and household goods, including fresh produce and the Our Family® portfolio of products, to locations in all 50 states.

Our braggingly happy team members — ranging from bakery managers to order selectors; from IT developers to vice presidents of finance; from HR Business Partners to export specialists — create braggingly happy customers spanning national accounts, independent and chain grocers, e-commerce retailers, U.S. military commissaries and exchanges, and the Company’s own brick-and-mortar grocery stores, pharmacies and fuel centers.

Ready to contribute to the success of our food solutions company? Apply now!

Location:

6700 W. State St. - Wauwatosa, Wisconsin 53213

 

Job Purpose:

The Specialist, Franchise Loyalty & CRM serves as the primary loyalty and customer engagement resource for Piggly Wiggly franchise owners, store leaders, and shoppers across Wisconsin and Illinois. This role supports stores in building stronger customer relationships and driving loyalty program adoption through the Pig Points! rewards program.

This is a hybrid role based in Sheboygan, WI.

 

The Specialist, Franchise Loyalty & CRM is responsible for the administration, execution, and performance of the organization's franchise loyalty and customer relationship management (CRM) programs. This role leverages customer data, loyalty marketing, digital communications, and promotional analytics to drive customer acquisition, retention, engagement, and sales growth across franchise locations. The position serves as a key liaison between stores, vendors, and internal stakeholders to deliver consistent customer experience, optimize program performance, and provide actionable insights that support business objectives.

 

Key Responsibilities:

1. Loyalty Program Management

Manage and optimize the franchise loyalty program, including promotional strategies, rewards, member engagement initiatives, program enhancements, and ongoing performance monitoring.

2. Promotions & Digital Offers

Develop, execute, and maintain loyalty promotions, digital coupons, targeted offers, and incentive programs that support merchandising, marketing, and business objectives.

3. Customer Communications & CRM

Manage customer communications across email, SMS, mobile app, push notifications, and automated lifecycle campaigns, utilizing segmentation and personalization strategies to drive engagement and retention.

4. Data Analytics & Reporting

Analyze customer, promotional, and loyalty performance data; develop recurring reports and dashboards; and provide actionable recommendations that improve program effectiveness, customer retention, and sales performance.

5. Customer Database Administration

Maintain the accuracy, integrity, and security of loyalty member and customer databases, ensuring compliance with applicable privacy regulations and company policies.

6. Store & Franchise Support

Serve as the primary loyalty and CRM resource for store leadership by supporting promotional initiatives, providing training and guidance, resolving program issues, and delivering location-specific performance insights.

7. Cross-Functional Collaboration

Partner with marketing, merchandising, operations, IT, finance, HR, ecommerce, and external vendors to ensure loyalty initiatives are effectively integrated across all customer touchpoints.

8. Customer Experience & Program Optimization

Identify opportunities to enhance customer engagement, improve loyalty program adoption, and increase member value through testing, segmentation, personalization, and continuous program improvement.

9. Industry Trends & Innovation

Monitor loyalty, CRM, retail, and digital marketing trends and recommend new programs, technologies, and best practices that strengthen customer loyalty and business performance.

 

Specialized Knowledge

• Loyalty and CRM marketing
• Shopper marketing and customer retention strategies
• Customer segmentation and lifecycle marketing
• Digital coupon management
• Marketing analytics and reporting
• Email and SMS marketing platforms
• Customer data privacy and compliance
• Retail and grocery marketing operations
• Microsoft Excel and business reporting tools

 

Specialized Skills

• Data analysis and interpretation
• Advanced Excel and reporting
• Campaign execution and quality assurance
• Customer segmentation and targeting
• Written communication and content development
• Project and calendar management
• Problem solving and troubleshooting
• Store and stakeholder relationship management
• Presentation and training skills

Here’s what you’ll need:  

• Bachelor's degree (required) in Advertising, Communications, Business Administration or related area or equivalent combination of education and experience. 
• Minimum of 3+ years of job experience in Marketing, Advertising, or related area. 
• Experience with Marketing software and tools required.
• Strong written and verbal communication skills.
• Ability to work collaboratively with internal associates, including management and external customers.
• General knowledge of marketing strategies and basic analytical skills.
• Proficient computer skills including Microsoft Office (Word and Excel) required.
• Ability to travel up to 15% based upon department and customer needs.
• Must have attention to detail and effective planning, organization, prioritization and project/time management skills to meet deadline driven timelines.

 

Physical Requirements:

The physical demands described here are representative of those that must be met by an associate to successfully perform the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

May be required to lift and/or move 20 pounds. The associate is frequently required to sit/stand/walk. While performing the duties of this position, the associate is subject to a typical office environment and is rarely exposed to outside weather conditions. Temperatures may vary for those subject to any of the following areas: computer/server room, print shop, production area). The noise level in the work environment is usually low to moderate but may be high in distribution settings. Travel requirements vary by assignment.

As part of our People First culture, SpartanNash is proud to offer a robust and competitive Total Rewards benefits package.

SpartanNash is an Equal Opportunity Employer that invests in Associate development, recognizes and celebrates success, fosters two-way communication, and promotes a sense of belonging. We are committed to providing equal employment opportunities to all individuals, including those with disabilities and Veterans. 

We are not able to sponsor work visas for this position.