Director, Loyalty
San Francisco / Remote
Marketing /
Full-time /
Remote
As Director, Loyalty you will own our customer loyalty program across technology, strategy, and execution. You will scale our nascent program to become one of the top repeat purchase drivers within the Quince growth engine. You will identify the incentives that turn our customers into super-fans and make them fall in love with the brand. You will own the tech stack to enable our loyalty program including managing engineering resources to create a truly unique, world-class program.
Responsibilities
- Fully own our customer loyalty program from financial investment to performance and tech stack
- Own the refer-a-friend program across incentives, adoption, and overall performance for both retention and acquisition
- Deep dive our existing loyalty program to understand potential optimizations, financials, and customer satisfaction with the program
- Create testing roadmap for loyalty incentives that is focused on driving incremental repeat revenue per customer, # of categories shopped, and overall LTV
- Create member tiers with unique perks and requirements at each level - optimize these requirements and perks to maximize participation
- Own measurement and validation of incentives tested including incrementality and margin analysis
- Drive massive adoption of the program within our existing customer base
- Partner with engineering to build custom loyalty features and a robust site and mobile app presence
- Create a marketing calendar specifically for loyalty program members with exclusive offers and unique perks and benefits
- Test ways to "gamify" shopping and give customers a reason to come back to the site & app organically on a regular basis
- Own and optimize the loyalty and refer-a-friend signup flows to maximize sign up and participation
- Partner with CX team to create line of communication so we can understand the voice of the customer regarding loyalty
- Partner with finance team to minimize financial liabilities while maximizing customer participation
- Detect fraud and implement processes and rules to prevent fraud and gaming of program
Qualifications
- Experience managing a loyalty program for a large customer base
- Experience working in DTC ecommerce
- Understanding of how to measure customer retention including cohort analysis, holdout groups, incrementality, and LTV
- Proven track record of implementing loyalty rewards that drive incremental repeat purchase and LTV
- Ability to project manage complex and technical software implementations - ability to write a product spec and manage engineers
- Understanding of customer psychology that drives purchase behavior
- Ability to strategize at a high level while also getting into the weeds to ensure a flawless customer experience
- Creative and out-of-the-box thinking - we don’t want to build a “standard” loyalty program
- Experience with gaming psychology a plus
- Experience with mobile apps a plus
