Cracker Barrel Old Country Store
Director Loyalty CRM
Cracker Barrel Old Country Store, Lebanon, Tennessee, United States, 37090
WHY CRACKER BARREL
What is it like to work at Cracker Barrel? It feels like…
Care beyond the table
– At Cracker Barrel, we are a team. From the moment you join Cracker Barrel, you should feel cared for, confident in your role and like you belong.
Opportunities to fill your cup
– Here at Cracker Barrel, we believe in providing opportunities for growth and development and setting you up for success within our walls and beyond. From day one, you’ll have hands-on, role-specific training and the ability to engage in peer-to-peer learning.
A warm welcome
– For five decades, we have focused on creating a Pleasing People brand that inspires a “home away from home” feeling for each other and our guests. We work hard to inspire a sense of belonging that continually motivates our teams – from the newest to the most tenured employees.
Serving up the care – and career – you crave.
WHAT YOU'LL DO
The Director of CRM & Loyalty leads the marketing teams responsible for the development, management and execution of omni-channel (in-store and digital) data-driven strategies and programs including the marketing promotional calendar to drive Guest engagement, profitable sales and traffic. This role serves as the channel subject matter expert for Loyalty/Rewards, personalization, email/SMS/MMS, and app push bringing forth trends, best practices, and technologies. This leader manages the gift card program and guest relations team to drive long-term Guest value and performance across key audience segments and journeys.
Develop and implement comprehensive CRM, lifecycle, and promotional offer strategies to enhance member and non-member relationships, drive retention, and increase customer lifetime value across in-store, digital, and Off Premise by leveraging data and marketing analytics.
Collaborate with cross-functional teams including marketing, finance, guest relations, IT, operations, training, and corporate comms to ensure alignment and integration of CRM & Loyalty initiatives with overall business objectives.
Develop and execute Loyalty, CRM, email, SMS, app push journeys, segmentation, and content planning across digital and brand experiences.
Partner with IT to develop and execute a digital/CRM/loyalty technology roadmap to improve customer level personalization and analytics capabilities.
Collaborate with agency and vendor partners and internal marketing teams to develop effective and comprehensive strategies driving business goals while ensuring all digital marketing efforts align as one cohesive engagement strategy.
Lead high-level budget and financial forecasting for digital/CRM/loyalty programs including revenue, margin, sales discounts, and rewards redemptions.
Lead highly effective Guest Relations team to optimize win-back and drive retention. Drive continual learning and process improvements in the digital/CRM/loyalty space and work to resolve all guest inquiries and escalate to operations and other business partners as needed.
Responsible for driving profitable growth in gift card sales across 3rd-party, B2B, and owned channels leveraging digital/CRM/loyalty, audiences, and customer analytics.
WHAT YOU'LL NEED
Bachelor’s degree in marketing, data analytics, technology, or combination of other relevant disciplines.
7-10 years experience in loyalty, email marketing, CRM marketing, direct marketing, database marketing, and/or lifecycle marketing, preferably in the restaurant or retail category.
Experience using enterprise email marketing technology, specifically Salesforce, to drive business results, including CRM databases, mobile push notifications, as well as web and in-app personalization tools.
Experience implementing and optimizing a Customer Data Platform.
Experience in customer marketing and promotional analytics including analytics tools such as Google Analytics or visualization data tools such as Tableau.
Experience with a variety of relevant solutions including loyalty, CRM, and offer management platforms.
Master's Degree Preferred.
Digital and ecommerce experience preferred.
Restaurant or retail experience strongly preferred.
Proven track record of developing and executing highly effective Loyalty and CRM customer programs using segmentation, personas, lifecycle KPIs, promotional and financial modeling and analysis.
Proven success managing personalization in digital channels including email, web, app and paid/owned media.
Strong communications, interpersonal, and collaboration skills for frequent contacts with internal partners and external agencies.
Passionate champion to drive exceptional mobile and loyalty Guest experiences.
Strong operations mindset with a focus on understanding how execution will occur in our stores.
Ability to interpret analytics and data to drive mobile and loyalty decisions and strategy.
Ability to work collaboratively with both external vendors and agencies as well as internal Marketing, Finance, Ops and IT teams.
Ability to give creative direction for both visual design and copy that result in engaging and on-brand deliverables.
Ability to thrive in a fast-paced environment where multi-tasking and time management with on-time delivery is critical to success.
Ability to continuously learn and adopt new consumer engagement strategies and technologies such as email, mobile apps, loyalty programs, gamification, etc.
Strong verbal and written communicator with ability to lead presentations.
Detail-oriented, analytical, resourceful and a creative problem solver.
Remote with up to 25% travel.
WHAT’S IN IT FOR YOU
Compensation and Bonuses:
Competitive Annual Salary | Annual Bonus Opportunities
Care for Your Well-being:
Medical, Rx, Dental and Vision Benefits on Day 1| Life Insurance and Disability Coverage | Paid Vacation/Employee Assistance Program
Growth and Development:
Business Resource Groups | Tuition Reimbursement | Professional Development
Invest in Your Future:
401k Plan with Company Matching Contributions at 90 days | Employee Stock Purchase Program
Even More to Look Forward to:
35% Discount on Cracker Barrel Food and Retail items
ABOUT US
For more than 50 years, we have committed to serving up a sense of warmth and hospitality across hundreds of stores across the country. We believe in providing opportunities for growth and development for our 70,000 plus team members and take pride and comfort in that enduring Cracker Barrel hospitality. It’s something our employees and guests can count on now and into the future as we welcome new employees, guests, and experiences. Just like uncovering a delightful find in our stores, there is potential for discovery and fulfillment in every job at Cracker Barrel.
PURSUE THE CAREER YOU CRAVE—APPLY NOW
Cracker Barrel is an equal opportunity employer.
Qualified applicants are considered for all positions without regard to race, color, religion, sex, sexual orientation, genetic information, national origin, age, marital status, medical condition, disability or any other class expressly protected by law.
#J-18808-Ljbffr
What is it like to work at Cracker Barrel? It feels like…
Care beyond the table
– At Cracker Barrel, we are a team. From the moment you join Cracker Barrel, you should feel cared for, confident in your role and like you belong.
Opportunities to fill your cup
– Here at Cracker Barrel, we believe in providing opportunities for growth and development and setting you up for success within our walls and beyond. From day one, you’ll have hands-on, role-specific training and the ability to engage in peer-to-peer learning.
A warm welcome
– For five decades, we have focused on creating a Pleasing People brand that inspires a “home away from home” feeling for each other and our guests. We work hard to inspire a sense of belonging that continually motivates our teams – from the newest to the most tenured employees.
Serving up the care – and career – you crave.
WHAT YOU'LL DO
The Director of CRM & Loyalty leads the marketing teams responsible for the development, management and execution of omni-channel (in-store and digital) data-driven strategies and programs including the marketing promotional calendar to drive Guest engagement, profitable sales and traffic. This role serves as the channel subject matter expert for Loyalty/Rewards, personalization, email/SMS/MMS, and app push bringing forth trends, best practices, and technologies. This leader manages the gift card program and guest relations team to drive long-term Guest value and performance across key audience segments and journeys.
Develop and implement comprehensive CRM, lifecycle, and promotional offer strategies to enhance member and non-member relationships, drive retention, and increase customer lifetime value across in-store, digital, and Off Premise by leveraging data and marketing analytics.
Collaborate with cross-functional teams including marketing, finance, guest relations, IT, operations, training, and corporate comms to ensure alignment and integration of CRM & Loyalty initiatives with overall business objectives.
Develop and execute Loyalty, CRM, email, SMS, app push journeys, segmentation, and content planning across digital and brand experiences.
Partner with IT to develop and execute a digital/CRM/loyalty technology roadmap to improve customer level personalization and analytics capabilities.
Collaborate with agency and vendor partners and internal marketing teams to develop effective and comprehensive strategies driving business goals while ensuring all digital marketing efforts align as one cohesive engagement strategy.
Lead high-level budget and financial forecasting for digital/CRM/loyalty programs including revenue, margin, sales discounts, and rewards redemptions.
Lead highly effective Guest Relations team to optimize win-back and drive retention. Drive continual learning and process improvements in the digital/CRM/loyalty space and work to resolve all guest inquiries and escalate to operations and other business partners as needed.
Responsible for driving profitable growth in gift card sales across 3rd-party, B2B, and owned channels leveraging digital/CRM/loyalty, audiences, and customer analytics.
WHAT YOU'LL NEED
Bachelor’s degree in marketing, data analytics, technology, or combination of other relevant disciplines.
7-10 years experience in loyalty, email marketing, CRM marketing, direct marketing, database marketing, and/or lifecycle marketing, preferably in the restaurant or retail category.
Experience using enterprise email marketing technology, specifically Salesforce, to drive business results, including CRM databases, mobile push notifications, as well as web and in-app personalization tools.
Experience implementing and optimizing a Customer Data Platform.
Experience in customer marketing and promotional analytics including analytics tools such as Google Analytics or visualization data tools such as Tableau.
Experience with a variety of relevant solutions including loyalty, CRM, and offer management platforms.
Master's Degree Preferred.
Digital and ecommerce experience preferred.
Restaurant or retail experience strongly preferred.
Proven track record of developing and executing highly effective Loyalty and CRM customer programs using segmentation, personas, lifecycle KPIs, promotional and financial modeling and analysis.
Proven success managing personalization in digital channels including email, web, app and paid/owned media.
Strong communications, interpersonal, and collaboration skills for frequent contacts with internal partners and external agencies.
Passionate champion to drive exceptional mobile and loyalty Guest experiences.
Strong operations mindset with a focus on understanding how execution will occur in our stores.
Ability to interpret analytics and data to drive mobile and loyalty decisions and strategy.
Ability to work collaboratively with both external vendors and agencies as well as internal Marketing, Finance, Ops and IT teams.
Ability to give creative direction for both visual design and copy that result in engaging and on-brand deliverables.
Ability to thrive in a fast-paced environment where multi-tasking and time management with on-time delivery is critical to success.
Ability to continuously learn and adopt new consumer engagement strategies and technologies such as email, mobile apps, loyalty programs, gamification, etc.
Strong verbal and written communicator with ability to lead presentations.
Detail-oriented, analytical, resourceful and a creative problem solver.
Remote with up to 25% travel.
WHAT’S IN IT FOR YOU
Compensation and Bonuses:
Competitive Annual Salary | Annual Bonus Opportunities
Care for Your Well-being:
Medical, Rx, Dental and Vision Benefits on Day 1| Life Insurance and Disability Coverage | Paid Vacation/Employee Assistance Program
Growth and Development:
Business Resource Groups | Tuition Reimbursement | Professional Development
Invest in Your Future:
401k Plan with Company Matching Contributions at 90 days | Employee Stock Purchase Program
Even More to Look Forward to:
35% Discount on Cracker Barrel Food and Retail items
ABOUT US
For more than 50 years, we have committed to serving up a sense of warmth and hospitality across hundreds of stores across the country. We believe in providing opportunities for growth and development for our 70,000 plus team members and take pride and comfort in that enduring Cracker Barrel hospitality. It’s something our employees and guests can count on now and into the future as we welcome new employees, guests, and experiences. Just like uncovering a delightful find in our stores, there is potential for discovery and fulfillment in every job at Cracker Barrel.
PURSUE THE CAREER YOU CRAVE—APPLY NOW
Cracker Barrel is an equal opportunity employer.
Qualified applicants are considered for all positions without regard to race, color, religion, sex, sexual orientation, genetic information, national origin, age, marital status, medical condition, disability or any other class expressly protected by law.
#J-18808-Ljbffr