Director Loyalty Strategy & Operations

SUMMARY OF DUTIES:The Director, Loyalty Strategy and Operations will be accountable for building, launching, and managing best in class loyalty strategies to strengthen Amtrak Guest Rewards Loyalty Program and improve member engagement. The Director, Loyalty Strategy and Operations will spearhead the innovation of loyalty and customer initiatives, leveraging emerging technologies, data insights, partnerships, and customer behaviors to create compelling loyalty value proposition and experiences.The Director, Loyalty Strategy and Operations will collaborate cross-functionally to deliver high-impact solutions that increase customer retention, advocacy, and lifetime value. This role will create opportunities for customers to enjoy personalized experiences and tailored rewards that make every interaction with Amtrak more meaningful. As part of the Loyalty & Customer Engagement team, the Director of Loyalty Strategy and Operations creates and drives strategic initiatives informed by customer research and program performance. This role will also be responsible for evolving the loyalty ecosystem with a focus on loyalty program design, loyalty partnerships, and loyalty operations. This position reports to AVP, Loyalty and Customer Engagement.ESSENTIAL FUNCTIONS:AGR Program Strategy and Operations:Own the vision and develop strategies to grow and strengthen the Amtrak Guest Rewards program structure, roadmap, benefits, personalized offers, as well as conceptualizing the data architecture needed to support long-term goals.Leverage loyalty measurement framework, customer insights, and market research to identify opportunities that strengthen customer engagement, drive acquisition, and deliver personalized experience.Increase the relevance of loyalty levers to appeal to the needs and preferences of consumers in markets across customer segments and service lines.Own the growth, and day-to-day loyalty program including, but not limited to member benefits, acquisition, redemption, onboard and beyond the trip experiences, operational integration, and overall member engagement.Build personalized omnichannel journey flows that strengthen engagement of the loyalty member baseBuild and implement the loyalty strategy to deliver upon agreed KPIs for the program.Be the voice of the loyalty member and strengthen the customer loyalty culture across all departments through providing actionable recommendations and ongoing feedbackMaintain a deep awareness of successful loyalty and rewards programs in other industries, applying best practices to enhance our approach.Loyalty Partnerships:Develop a loyalty partnership vision and roadmap to increase program relevance, engagement, and enable access to new audiences.Collaborate with cross functional teams to source and curate exclusive experiences that align with AGR member interests and preferences.Utilize member feedback and data analytics to continuously improve and personalize partnership offerings, ensuring high member satisfaction and engagement.Initiates and manages partner conversations and negotiations in accordance with loyalty innovation strategyCross Functional Leadership: Strong collaboration with digital technology and operations to outline customer experience requirements and ensure a seamless integrated experienceDevelops and maintains strong relationships with key stakeholders across the businessMINIMUM QUALIFICATIONS:Bachelor's degree in Marketing, Business Administration, Communications, or a related field. MBA Preferred.11-14 years of experience in marketing, with at least 3-5 years specifically in loyalty marketingStrong analytical skills and experience with data-driven decision-making, data analysis and reportingProven ability to lead and manage teams, as well as experience in developing and executing marketing strategies.Excellent verbal and written communication skills, with the ability to present ideas effectively to both internal teams and external partners.A creative mindset with the ability to develop innovative loyalty programs and campaigns. Knowledge of CRM systems, loyalty platforms and digital marketing toolsFlexibility to adapt to changing business needs and market trendsMINIMUM KNOWLEDGE, SKILLS AND ABILITIES:Ability to inspire and motivate team members, recognizing their contributions and empowering them to take ownership of their work.Define and execute a comprehensive, long-term loyalty strategy to strengthen customer experience across the entire journey from acquisition to onboarding to engagement, and retention.Deep experience with loyalty metrics; capable of driving strategic initiatives and managing changeAble to translate and communicate technical details clearly to business stakeholders.Self-starter who initiates actions and follows up to get results.Ability to analyze customer data and market trends to identify opportunities for loyalty program improvements and new initiatives.Experience in developing and implementing strategic marketing plans that align with business goals and enhance customer loyalty.Excellent verbal and written communication skills to effectively collaborate with internal teams and communicate with customers.Strong project management skills to oversee the implementation of loyalty programs and ensure they are executed on time and within budget.A customer-centric approach with a focus on delivering exceptional service and building long-term customer relationships.Experience in leading and motivating cross-functional teams to achieve marketing objectives and drive customer engagementPREFERRED QUALIFICATIONS:Travel, Hospitality, or Loyalty marketing experienceExperience in partnership development, negotiation and/or partnership marketing.Experience with loyalty programs or customer relationship management (CRM).Strong familiarity with enterprise technology concepts and practices.Track record of success in developing successful data-driven marketing operations strategy.Familiarity with martech applications such as SFMC (Salesforce marketing cloud) and AEM (Adobe Experience Manager) and designing and implementing personalized campaigns.WORK ENVIRONMENT:Frequently works in a dynamic, fast-paced environment that requires the individual to simultaneously manage several tasks, while paying attention to detail.This is a typical office environment positionAbility to travel for business up to 10%.COMMUNICATIONS AND INTERPERSONAL SKILLS:Must have excellent oral and written communication skills.PAY TRANSPARENCY:The salary/hourly range is $163,000-$211,140. Pay is based on several factors including but not limited to education, work experience, certifications, internal equity, etc. Depending on an employee's assigned worksite or location, Amtrak may consider a geo-pay differential to be applied to the employee's base salary. Amtrak may offer additional incentive and pay programs to recognize and reward our employees, including a short-term incentive bonus based upon factors such as individual and company performance that is commensurate with the level of the position and/or long-term incentive plan compensation. In addition to your salary, Amtrak offers a comprehensive benefit package that includes health, dental, and vision plans; health savings accounts; wellness programs; flexible spending accounts; 401K retirement plan with employer match; life insurance; short and long term disability insurance; paid time off; back-up care; adoption assistance; surrogacy assistance; reimbursement of education expenses; Public Service Loan Forgiveness eligibility; Railroad Retirement sickness and retirement benefits; and rail pass privileges. Learn more about our benefits offerings here

Created: 2025-03-03