Director, Loyalty Marketing

What You’ll Do

Program Setup & Launch Readiness

Lead an internal cross-functional (XFN) working group to enable implementation, execution, and sales training of a new loyalty program that will live across our internal tech platforms
Develop and lead Phase 1 internal launch readiness, including sales training on all program components
Create Phase 1 development of all loyalty program content look and feel and tone of voice partnering with the internal creative team.
Build and execute Phase 2 soft-launch execution (late October 2026): triggered lifecycle emails by tier, a welcome gift direct mail, and exclusive product offerings with our internal product and procurement team
Analyze in Phase 2 engagement and lead measurement and analytics to optimize and refine program and tactics
Launch and execute a flawless integrated Phase 3 full launch planned for early 2027, including a flagship launch event featuring press and influencer attendance

Gifting Strategy & Delivery

Own the end-to-end gifting program lifecycle across all tiers, including the sales and CRM communications and workflows required to trigger, fulfill, and track each gift on time
Partner with Sales to map our gifting & fulfillment process to ensure gifting triggers on tier progression (post-trip) are automated, executed with excellence and accurately tracked for each client
Manage the trigger-based gifting plan and all related CRM communications

Product & Editorial Partnership

Partner with Product to finalize repeat-exclusive specials and scarcity-driven offerings launched through the repeat-editorial newsletter

Exclusive Event Execution

Lead execution of an annual repeat-exclusive event calendar (approx. 10 events) spanning multiple formats: intimate, brand-hosted dinners at notable new venue openings; purpose-driven experiences; and curated access to premier partner events and experiences
Manage each event end-to-end — tailored invitations, custom gifting, content capture, influencer and press coordination
Deliver against event KPIs: 40% invite acceptance rate, 95% attendance rate, 90+ post-event NPS, and 20% lead conversion rate
Ensure each event lives on beyond the moment itself with press/influencer capture during the event, content scaling across owned, organic, and paid social after the event, and exit gifting to convert attendees into advocates

What You Bring

10+ years of experience in loyalty, lifecycle, CRM, or retention marketing, ideally within travel, hospitality, or a premium consumer brand with an entrepreneurial approach.
Proven experience leading a CMR and experiential program from concept through execution, including cross-functional stakeholder management
Experience with CRM/marketing platforms (HubSpot experience preferred; Travel tech experience is a plus)
Experience managing luxury events end-to-end independently, including vendor and budget management
Excellent collaboration skills comfortable leading working groups across Sales, Product, Marketing, and Operations
Flexibility to travel for events across major North American markets including some weekend travel
Bachelor’s degree in marketing or business is ideal