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Loyalty & Channel Marketing Director

The GIANT Company
United States, Pennsylvania, Carlisle
August 01, 2022


Loyalty & Channel Marketing Director



Job Description

The Director of Loyalty and Channel Marketing will develop and commercialize the brand loyalty strategy, bringing the unique brand proposition to life across all marketing channels. They will also develop the strategic and operational framework for the direct marketing area, including digital and traditional media. This role will oversee and lead the establishment of operational standards and organizational processes for digital and direct marketing program strategies and deliverables, and define ways of working to ensure accuracy and consistent customer experience.

Essential Skills

  • Responsible for developing and executing annual loyalty & channel plans to deliver sales and customer engagement targets for assigned Brand and driving the overall effectiveness of the Brand strategy.
  • Ensure strategies are clearly understood and the department is achieving its goals at an optimum pace with effective utilization of resources.
  • Demonstrate inspirational leadership that drives the team to "think outside of the box" to generate high-level performance. Drive a "customer first" culture that stays focused on providing an atmosphere that embraces professionalism and objectivity. Challenge others to create and recommend change that improves business performance and productivity.
  • Accountable for providing Division Presidents and Sales VPs with actionable media intelligence to build their sales and drive their businesses, including competitive information and sales results from effective mixed media monitoring.
  • Lead the creation of outstanding customer communication across various marketing media. This includes TV, radio, online advertising, billboard, direct mail, in-store radio, collateral material, magazine, digital, and website creative and other external & internal materials if necessary.
  • Establish rapport with portfolio and merchandising leadership and key stakeholders to effectively communicate strategies and goals within the context of growing store level sales.
  • Oversee the execution of merchandising programs that are tied to digital promotions. Maintain a continuous partnership with merchandising to keep abreast of new and ongoing programs.
  • Direct executional processes to insure the successful implementation of both mass and targeted promotions.
  • Set direction for Merchandising and Marketing departments on digital and direct promotions or programs based on digital/social insights and KPI hurdles.
  • Responsible for the development and execution of marketing strategies and tactics designed to improve customer loyalty and drive personalized sales. Drive leading-edge customer relationship marketing strategies and tactics that increase sales, ROI, and customer engagement.
  • Responsible for the overall strategy of The GIANT Company's Loyalty program and all programs/systems within its scope. Drive the systems and resources for the deployment and execution of new card programs that impact customer value and propositions.
  • Champion the Choice Rewards program and all major negotiations with vendors and suppliers. Manage all resources for the end goals of enhancing the overall loyalty program to increase customer engagement and proposition.
  • Responsible for financial metrics ranging from sales to coupon expense & customer health metrics. Manage performance for gas program, traditional, and digital channels and personalized program.
  • Develop strategies for system enhancements and upgrades related to the customer database and loyalty applications. Act as Business/IT liaison between technical personnel and business/end users to resolve issues and system problems.
  • Partner with insights to identify customer targets and lifecycle marketing programs designed to increase loyalty of key customer segments. Identify customer targets and lifecycle marketing programs designed to increase loyalty of key customer segments.
  • Lead the evolution of targeted marketing strategies by identifying tactics and recommending investment levels that effectively change customer purchase behavior.
  • Build multi-billion dollar sales programs for the Brand, interface with portfolio leadership, and support brands (PDL, RBS) to driver customer engagement via CSM channels.
  • Lead agencies and strategic marketing operations vendor relationships to maximize benefit for organization.
  • Manage $150M+ annual Marketing/Advertising budget. Accountable for delivering plan within budget.


8-10 years

Education (Highest Level)

Bachelors Degree

Job Category








Job Status

Full-Time (40 Hours)

Job Expires