AARP Rewards is a newly relaunched loyalty program that uses incentives to drive preparation for life’s transitions. It uses activities, rewards, and support to improve the lives of the 50+. The VP of Loyalty Platform leads the vision and execution of strategies that drive participation and engagement that lead to customer satisfaction, social impact scale, and member value. S/he will mature the loyalty program as a platform business; creating value via interactions between multiple interdependent groups. The VP will also act as a social entrepreneur, combining traditional business and monetization principles with the passion needed to create societal change. The VP needs to be a trailblazer who can lead the expansion of the loyalty platform while threading the program across the Enterprise. The ideal candidate will have the opportunity to build a best in class, first-of-its-kind program, where impact, customer centricity, and value creation are paramount.
Strategic Leadership
- Develop and oversee the vision, strategic plan, and operating plan for AARP Rewards.
- Create a new business model that uses technology to connect people, organizations, and resources in an interactive ecosystem where large value is created and exchanged.
- Leverage digital technology to remove barriers, and employ smart, sophisticated solutions that connect producers and consumers.
- Drive innovation in social impact and social entrepreneurship as well as loyalty marketing.
- Lead the team’s knowledge and understanding of platform management.
Operational Leadership
- Ensure the program is operating in excellence, including resourcing, processes, and technology.
- Establish a flawless approach to ecosystem governance - technological, cultural, and systemic - that ensures quality control.
- Adeptly manage third-party relationships across multiple industries and disciplines.
- Develop and manage a team of professionals that span the loyalty platform’s value-stream including strategy, marketing, performance analytics, product development, and project management.
- Interface with a cross-functional team needed to execute program initiatives, including senior leaders from Editorial, Advocacy, Media Sales and the AARP Foundation.
- Maintain a customer-centric focus in all program touchpoints and own voice of the customer (VOC) and customer research initiatives.
Results Management
- Manage program analytics including key performance indicators (KPIs), dashboard objectives, optimization, performance insights and analysis, segmentation, and customer satisfaction.
- Own program value creation, including identifying new revenue streams and exploring alternative approaches to measuring impact/value and enhancing ROI.
- Manage hybrid strategies that adopt and track new performance metrics including social impact, both short- and long-term.
- Manage a multi-million dollar annual budget with a goal towards positive return on Enterprise investment.
- Oversee the program’s P&L.
- 15+ years of experience in Product Strategy or Management, Digital Strategy or e-Commerce, Management Consulting, or a related discipline.
- Experience at a start-up or social enterprise is a plus, but not required.
- Requires extensive knowledge of the business of running digital products and/or platforms.
- Demonstrated financial, budgeting, sales and marketing acumen.
- Track record of driving performance in individual functions and across the organization.
- Strategic and critical thinker, comfortable using qualitative and quantitative information to make decisions and solve problems.
- Self-motivated and confident, with a collaborative work-style.
- Proven team-building skills with the ability to motivate direct and indirect reporting relationships.
- Strong writing and speaking skills, with a high comfort level presenting to C-suite executives.
- Able to handle several complex projects concurrently, under tight deadlines.
- Thrives in a start-up environment that values creative problem solving, open communication, and continuous improvement.
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.