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.