The Director of Loyalty Marketing, Earning and Redemption, leads the ppositioning, messaging, and competitive differentiation of the learning platform and redemption catalog for Rewards for Good. S/he serves both strategic and implementation roles to create and deliver a program experience that drive customer satisfaction, spark continued participation, and delivers value to the enterprise. S/he champions program participants and optimizes the experience to meet their needs for learning, engagement, and rewards. The position reports to the SVP, Digital Marketing and is part of the Digital Strategy and Membership team.
Areas of Responsibility:
Strategic Leadership
- Develops and documents the ideal customer lifecycle, encompassing both learning and redemption activities.
- Designs, develops and coordinates marketing programs for various touchpoints in the customer lifecycle.
- Creates moments of anticipated and unexpected delight throughout the participant journey.
- Develops the vision and execution plan for gamified learning strategies for the program.
- Creates the vision for test and learn on the site and personalization strategies for the program
- Creates and oversees insight-based marketing strategies that determine “who gets what, when and how” and prioritizes the highest potential segments based on strategic objectives.
- Develops program marketing plans including prioritization, implementation, and operations.
- Develops collaborative working relationships within the organization in pursuit of the program’s overall business goals.
- Owns all aspects of the user experience and ensures that it delights participants from start to finish.
- Monitors and reviews competitor activity, providing clear insights, ideas, and implications for the program.
- Modifies brand positioning and value proposition based on customer and competitive insights.
- Uses customer feedback, primary research, and loyalty data to assist in strategy development.
- Maintains, develops, and seeks industry knowledge and best practices for loyalty, engagement, and gamified learning,
- May publish and present in the industry and at industry conferences.
- Leads efforts to ensure that program participation penetrates into the overall AARP membership base.
Learning Responsibilities
- Responsible for implementing strategies that build program awareness, onboard new participants, migrate segments up the value chain, and convert passive earners to engaged participants.
- Introduces new ways to earn that support AARP’s focus on scaling social mission and are threaded across the enterprise.
- Owns content and curriculum strategies, executed through thematic content and gamified learning techniques.
- Leads the creation of meaningful content that results in learning and active engagement with social mission topics; partners with Editorial, Foundation, and matrixed teams to deliver that content creation.
Rewards Responsibilities
- Works with technology partner to deliver a motivating mix of rewards, optimized to deliver against program KPIs and drive continued program engagement.
- Seeks new ways to add uniqueness, exclusivity, and Members-only benefits to the catalog.
- Responsible for implementing strategies, tailored to program segments, that drive redemption.
Results Management
- Works with Director, Analytics to ensure performance tracking is incorporated into earning and redemption activity.
- Co-owns the business project prioritization process with the other R4G Leadership and owns projects related to the Learning and Rewards user experience.
- Ensures earning and redemption strategies contribute to value creation and customer satisfaction.
- Creates compelling, leadership-ready presentations that demonstrate program value.
AARP Leadership
- Primary point of contact for customer service and social mission/Issue Area leads in regards to the program
- Acts as an AARP brand steward for Rewards for Good and ensure adherence and conformance to AARP brand policies/directions.
- Ensures the program supports AARPx principles and enhances the Member experience through evolving the program structure and designing an intuitive and friction-free UX, based on customer-centric insights.
- Upholds and advances AARP’s core mission, vision, and values.
- Demonstrates AARP cultural attributes and behaviors in all interactions.
Educational Background:
Completion of a Bachelor's degree in business, communications, or a related discipline (advanced degree is a plus).
Skills/Experience:
- 10+ years of progressive data-driven marketing experience with an emphasis on Loyalty, Product Development, Product Management, Digital Marketing, e-commerce, or a related discipline.
- Requires specialized depth and/or breadth of expertise in loyalty and retention principles and vehicles, specifically lifecycle marketing, loyalty programs, and gamification and/or gamified learning.
- Retail, ecommerce, or merchandising experience is desired.
- Strategic and critical thinker, comfortable using qualitative and quantitative information to make decisions and solve problems.
- Demonstrated ability to act as a business owner and to use problem-solving skills to continue to optimize and evolve the program.
- Customer-centric mindset.
- Self-motivated, confident, with a high attention to detail and collaborative work-style.
- Proven ability to translate data and analyses into marketing strategy.
- Demonstrates strong communication skills with a high comfort level presenting to teams and senior leadership.
- Ability to build strong working relationships with major internal and external stakeholders.
- Experience working within a matrixed organization where success was dependent on influence if not direct control.
- Excellent organizational skills and the ability to prioritize and handle several projects concurrently, often under tight deadlines.
- Not afraid to roll up sleeves and take action.
- Experience managing relationships with agencies and brand partners.
Compensation/Benefits:
AARP offers competitive benefits with a 401K, 100% company funded pension plan, health, dental, vision and life insurance, STD/LTD, paid vacation and sick, and other benefits.
Job Function:
Organization Info
Listing Stats
Post Date:
Jun 5 2018
Active Until:
Jul 5 2018
Hiring Organization:
AARP
industry:
Nonprofit