Director of Digital Marketing, Loyalty & Personalization

Overview

The Director of Digital Marketing, Loyalty & Personalization is responsible for developing and executing a comprehensive loyalty and personalization strategy to drive customer engagement, retention, and profitable revenue growth. This role drives competitive advantage by leveraging data-driven insights, strategic partnerships, and innovative solutions to enhance shopper experiences and maximize customer growth opportunities. As the senior leader for the loyalty ecosystem and digital customer journey, the Director translates company growth objectives into actionable marketing, loyalty, and personalization roadmaps, owning performance across the full digital customer lifecycle from acquisition through lifetime value.

Responsibilities

Loyalty & Personalization Strategy

•     Develop, own, and continuously refine the enterprise loyalty and personalization roadmap, including program structure, membership tiers, rewards, offers, and earn-and-burn mechanics

•     Define the personalization strategy across digital and in-store touchpoints, delivering relevant offers, content, and experiences to the right shopper at the right time

•     Establish the vision and business case for loyalty growth, securing executive alignment and prioritizing initiatives based on customer and financial impact

Digital Marketing & Campaign Leadership

•     Lead the strategy, planning, and execution of digital marketing across owned and paid channels, including email, SMS, mobile app, web, push notifications, and paid digital media

•     Drive measurable improvement in core performance metrics, including ROI, customer acquisition cost, conversion, and retention

•     Oversee campaign calendars, creative direction, and A/B and multivariate testing programs to optimize engagement and profitable revenue

Customer Data, Analytics & Insights

•     Leverage first-party data, customer data platforms (CDP), and segmentation models to generate actionable insights for marketing, merchandising, and personalization

•     Define measurement frameworks, dashboards, and reporting that track loyalty health, program performance, and customer lifetime value

•     Champion data governance, privacy, and compliance standards in partnership with Legal and IT to ensure responsible use of customer data

Retail Media & Data Monetization

•     Build and grow retail media, shopper marketing, and data monetization programs that generate incremental, high-margin revenue from CPG and vendor partners

•     Develop and negotiate strategic partnerships, sponsorships, and co-marketing agreements that expand customer reach and program value

•     Package customer insights and audience capabilities into compelling, compliant offerings for brand and agency partners

Cross-Functional Leadership & Stakeholder Management

•     Partner with Merchandising, Store Operations, E-Commerce, Finance, and IT to align loyalty and personalization initiatives with broader business objectives

•     Serve as the primary liaison with technology vendors, agencies, and platform partners, managing scope, performance, and contracts

•     Communicate strategy, results, and recommendations to executive leadership through clear, data-supported reporting and presentations

Team Leadership, Budget & Technology

•     Recruit, lead, develop, and retain a high-performing team across digital marketing, loyalty, and analytics functions

•     Own and manage the departmental budget, ensuring efficient allocation of resources and accountability for spend against results

•     Evaluate, select, and manage the marketing technology stack, ensuring platforms are integrated, scalable, and aligned with the personalization roadmap

Qualifications

Education & Experience

• Bachelor's degree in Marketing, Business, Analytics, or a related field; MBA or advanced degree preferred
• Minimum of 8–10 years of progressive experience in digital marketing, loyalty, CRM, or personalization, including at least 3–5 years in a leadership role
• Demonstrated experience building or scaling a customer loyalty program, ideally within grocery, retail, or a high-frequency consumer business
• Proven track record managing retail media, shopper marketing, or data monetization partnerships and delivering measurable revenue growth

Knowledge, Skills & Abilities

• Strong command of marketing technology, including CDPs, CRM and email platforms, personalization engines, and analytics/BI tools
• Analytical and data-driven, with the ability to translate complex data into clear strategy and measurable action
• Skilled in financial and commercial management, including budgeting, forecasting, ROI analysis, and partnership negotiation
• Excellent leadership, communication, and stakeholder-management skills, with the ability to influence at the executive level
• Working knowledge of data privacy and compliance considerations relevant to customer data and marketing
• Customer-obsessed mindset with a bias toward innovation, testing, and continuous improvement

Work Environment & Physical Requirements

• Primarily an office-based, professional environment; periodic travel to stores, partner sites, and corporate functions may be required

Must be able to perform the essential functions of the position with or without reasonable accommodation