Loyalty Manager

Job Description: Loyalty Manager

Role summary
The Loyalty Manager supports the Director of Loyalty + CRM in running the R+F Beauty Rewards
program: drafting briefs, managing the program calendar and driving execution across channels. This
role sits in the Loyalty + CRM department focused on lifecycle marketing pulses. The Director owns
program strategy, budget and results; the Manager makes sure the plans launches on time and
accurately.

Day to day, this person turns the Director's priorities into briefs, timelines and launched campaigns.
They coordinate email, web, CRM and creative to deliver member offers, tier benefits and surprise-and-
delight moments in every market (US, CA, AU).

Key responsibilities
Brief/Strategy

• Draft campaign and program briefs from the Director's direction: objective, audience, offer,
mechanics, channels, success metric, legal requirements
• Develop offer and benefit options for the Director's review, with cost and margin estimates
• Coordinate with CRM offer owners that loyalty offers stack correctly with PC Perks, PC
Term/Lapsed, Churn, Winback and lead offers and how they layer or are distinct audiences
• Propose test ideas and set up approved tests with a clear hypothesis and holdout plan
• Work with WebOps + Tech to build work through tech roadmap and make enhancements on the
UI/UX on site



Calendar

• Maintain the 12-month loyalty calendar the Director sets and keep it in sync with the master
DTC promo calendar (Black Friday, Holiday, EOY, product launches) + CRM/ Customer
Communications
• Track brief, creative, QA and launch deadlines for each moment; run the weekly loyalty status
meeting
• Flag conflicts with sitewide promos, launches and market dates (US, CA, AU) to the Director at
least 6 weeks out

Execution

• Project-manage loyalty campaigns from approved brief to launch across email, SMS, onsite,
account pages and checkout
• Coordinate with CRM Email, Web Ops, Creative, Tech, Affiliate Comms, Promotion set up,
Loyalty/Rewards interface and Customer Service; confirm offer codes, eligibility rules and
member-facing terms before launch
• Run day-to-day program operations: tier qualification, points accrual and redemption, reward
fulfillment, member communications
• Rewards Store strategy and management: Own and manage the assortment, the offer strategy
and the ongoing management of the store
o New launches into the store and deciding how evergreen rewards fit next to big brand
moments.
• Build Loyalty lifecycle journeys
• Write customer service FAQs and escalation guides for every program change
• Create SOPs for Customer Service and Affiliate Teams on customer facing information

Measurement

• Build weekly and monthly program health and campaign reports for the Director
• Pull test results and draft readouts with recommendations
• Maintain the program cost tracker: reward liability, cost per redeemed reward and incremental
revenue

What success looks like
The Director owns the program results below; this role is measured on how well it supports them, with
on-time, accurate delivery as the core expectation.

Measure What it tracks

Enrollment Rate Customers opting into Loyalty

Member repeat purchase rate Share of members buying again within 90 days

Member retention Active members kept period over period

Member AOV Avg. order spend of member

Member Frequency Orders within 12-month period

Revenue per member 12-month revenue per loyalty member vs. non-
members

Redemption rate Share of earned rewards redeemed

Program cost as % of member revenue Reward cost and liability against incremental
revenue

Calendar delivery Loyalty moments launched on the planned date
(target 95%+)



First 90 days

1. 30 days: learn program rules, current calendar, offer stack and reporting; meet every partner
team
2. 60 days: maintain the 2027 loyalty calendar and brief template; run the weekly status meeting
3. 90 days: deliver a full loyalty campaign from brief to readout under the Director's direction

Qualifications
Required

• 4–6 years in loyalty, retention, CRM or lifecycle marketing, with at least 2 years owning a loyalty
or membership program
• Track record writing briefs that creative and execution teams can launch without rework
• Has run a multi-channel marketing calendar with hard launch dates and many cross-functional
owners
• Comfortable with program economics: reward cost, liability, incrementality and margin
• Analytical enough to read test results and member cohort data and turn them into
recommendations

Nice to have

• DTC beauty, skincare or subscription ecommerce experience
• Experience with tiered or points-based programs and loyalty platforms
• Multi-market program experience (US, CA, AU)
• Basic SQL or BI tool skills

Reporting line, partners and tools


Reports to Director of Loyalty

Works daily with Email, CRM offers, Web Ops, Creative Strategy, Tech, Growth Analytics,
Customer Service, Legal, Data, Finance, Merch/Planning, Affiliate,
Brand Marketing

Tools Talon.One, ESP, SAP Commerce, BigQuery, Google Analytics/Heap,
project tracker, Hybris, Jira, PowerBI

Level Manager, individual contributor; may coordinate an Email Coordinator
on loyalty sends

Skills

4–6 years in loyalty, retention, CRM or lifecycle marketing, with at least 2 years owning a loyalty or membership program; track record writing briefs that creative and execution teams can launch without rework; has run a multi-channel marketing calendar with hard launch dates and many cross-functional owners; comfortable with program economics (reward cost, liability, incrementality, margin); analytical enough to read test results and member cohort data and turn them into recommendations.

DTC beauty, skincare or subscription ecommerce experience; tiered or points-based program and loyalty platform experience; multi-market program experience (US, CA, AU); basic SQL or BI tool skills.