Specialist, CRM (Life Cycle Marketing)

Job purpose

Loyalty program and campaign responsibilities

• Assist in developing and executing loyalty strategies; oversee enrollment, tier management, reward redemption, and delivery across digital and offline channels.
• Develop campaign business cases and ROI indicators; coordinate annual direct marketing promotions with business lines and marketing teams.
• Coordinate advertising and media agencies on loyalty campaigns and ensure alignment with brand guidelines and approvals.
• Identify member rewards and incremental revenue opportunities with non-fuel retail teams.
• Plan, build, and execute personalized campaigns through email, SMS, push notifications, and other channels; optimize automation workflows.
• Collaborate with creative and communications teams on campaign content, testing, and communications across segments and channels.
• Analyze campaign data, customer engagement, and program effectiveness; maintain dashboards, report findings, and recommend improvements.
• Develop customer segmentation and personalization using behavioral data, and conduct A/B tests to optimize campaign effectiveness.

Collaboration and governance

• Work with stakeholders to develop customer behavior hypotheses and campaign ideas; coordinate planning and execution across fuel and non-fuel retail divisions.
• Align CRM and loyalty initiatives with business objectives and partner with technology teams to enhance platform capabilities.
• Work with IT and digital teams to support data integrity and governance, escalating issues affecting campaign design or execution.
• Ensure compliance with data privacy regulations and best practices; assess ways to improve customer purchasing behavior.

Qualifications and experience

• Bachelor's degree in business administration, management, or a related field; an MBA or equivalent advanced degree is preferred.
• Eight years of experience managing CRM or loyalty programs, preferably in retail and loyalty or partnership program management.
• Loyalty experience covering program setup and design, strategy, creative, operations, and campaign communication.
• Excellent experience required with Salesforce Interaction Studio, Marketing Cloud, Mobile Connect, Automation Studio, Analytics Builder, Content Builder, Journey Builder, Datorama, Einstein, and CDP.
• Strong experience with digital campaign technology for email, communications, and social media.
• Practical mobile app UI/UX experience to design and build a marketing journey is required; mobile app backend design and usage are an advantage.