Director, Loyalty

Dedicated to telling stories and creating experiences, Indigo is always looking for bright, energetic and customer-focused people who can help bring our exciting mission to life in one of our more than 170 Indigo, Indigospirit, Chapters and Coles stores across Canada.

We offer a variety of exciting opportunities at our retail stores, distribution centres, and home office for people who share our passions and want to be part of a dynamic and enriching culture.

WHO WE ARE

• We love books and all things beautiful
• We are Canada’s Cultural Department Store
• Books are our heart and our soul and Great Books are JUST the Beginning

We play by the following rules :

• We exist to add joy to our customers’ lives each and every time they interact with us and our products
• Our job is to create joyful moments for our customers
• We treat each other the way we’d treat a valued friend
• We inspire each other to do our best work
• We seek to ignite creativity and innovation every day
• We give back to the communities in which we operate

Job Description

As the Marketing Director of Loyalty at Indigo, your mission is to drive sales, profit, and lifetime value by developing a comprehensive strategy that rewards and engages our members.

You will focus on driving growth in plum and plum+ memberships through a combination of acquisition and engagement strategies, including retention, spend, and frequency initiatives.

Your responsibilities include developing a program design and technology roadmap for personalization and continuous development of all plum tiers and collaborating closely with cross-functional partners to ensure flawless execution.

Additionally, you will spearhead the development of a community engagement strategy that nurtures the emotional connection with our members through various initiatives such as online member hubs, reviews, plum newsletters, events / experiences, and partnerships with other brands.

Furthermore, you will play a crucial role as a member of the Marketing Leadership Team in the development of a coordinated, highly productive omni-channel marketing game plan.

KEY PERFORMANCE METRICS

• Measured improvement in plum and plum+ enrollment numbers.
• plum+ member retention, spend, frequency and point redemption.
• Customer response and engagement in CRM and targeted offers
• Overall loyalty program profitability
• Growing our addressable base (ie / plum and plum+ members with email)
• Team engagement

KEY ACCOUNTABILITIES

Strategic

• Develop program design and technology roadmap for personalization and continuous development of all plum tiers, working closely with cross-functional partners to ensure successful execution.
• Lead the development and implementation of innovative CRM / data-driven marketing strategies, leveraging personalized offers and deep customer insights to enhance member engagement and loyalty.
• Drive sales, profit, and lifetime value by developing a strategy that rewards and engages our best customers.
• Build community engagement strategy to nurture the emotional connection with our customers (e.g., online member hub, plum newsletter, exclusive events and experiences, partner brands, customer co-creation)
• Develop promotional strategy and program of plum personalized offers to improve customer engagement and value perception.
• Build critical mass in the plum+ tier by adding new benefits to the program to build members acquisition and renewal rate.
• Increase number of members who redeem points by removing friction online and in-store.
• Maintain a high level of strategic foresight by identifying customer and business needs, and adjusting departmental and team objectives accordingly.

Functional

• Further develop the existing contact strategy across channels that builds the long-term customer relationship, synergies with marketing priorities, advances the level of relevance / personalization for our customers and drives near-term revenue / profit goals.
• Manage strategy, planning, execution and measurement of Indigo’s CRM and targeted campaigns.
• Manage ongoing updates to program Terms & Conditions, in partnership with the legal team.
• Set and adhere to the annual plum OPEX and bonus points budget.
• Challenge the status quo by consistently identifying areas for improvement, diagnosing issues and working to resolve them.

People

• Lead and engage team to deliver strategic objectives through effective coaching and mentoring, identifying, and developing emerging talent, and fostering an innovative, collaborative, and agile culture.
• Foster a culture of innovation and continuous improvement focusing on customer experience.
• Accountable for the overall engagement, productivity, turnover and bench strength of the team
• Collaborate with others to drive flexible and iterative solutions quickly and easily.
• Share technical knowledge with others and actively seek to learn from those more knowledgeable than yourself.

Cultural

• Celebrate diversity of thought and have an open mindset.
• Take an active role in fostering a culture of continual learning, taking risks without fearing making mistakes.
• Embrace, champion, and influence change through your team and / or the organization.

SCOPE

Reports to : Chief Marketing Officer

KEY RELATIONSHIPS

Internal :

• Customer Intelligence
• Digital Marketing
• Marketing Strategy
• Merchandising
• Site Experience
• Programming & Events
• Data Science Operations
• Retail Strategy & Operations

External :

Third-party consultants / vendors, including potential financial partners for loyalty, technical vendors for CRM / loyalty, and marketing agencies (e.

g., direct mail providers, consumer research); partner brands.

Qualifications

Work Experience / Education / Certifications

• 10+ years of demonstrated experience in loyalty and / or CRM / data-driven marketing, in increasingly senior positions having worked for organization(s) with deep customer loyalty credentials.
• 3+ years’ people-management & leadership experience
• Post-secondary education in Marketing, Business or a related discipline
• Strong knowledge of CRM data environments and personalized offers
• Exceptional leader with ability to attract, retain and inspire the best talent.
• Ability to work collaboratively in a high performance organization.

Competencies / Skills / Attributes

• Strong drive and results oriented, with a focus on continual improvement
• Demonstrated passion for customer advocacy
• Strong quantitative analytical skills
• Customer-centric approach
• Creative and innovative approach to problem solving
• Willingness to accept accountability and ownership
• Ability to collaborate and build strong relationships with cross-functional partners.
• Passionate reader committed to literacy and connecting customers to the world of ideas and culture.

Additional information

At Indigo, we are committed to our communities, our customers, and each other; together we can make a positive impact. We know that fostering diversity and inclusion brings out your full potential and creates a joyful and welcoming environment for everyone.

We are driven to be an equitable employer, which highly values your diverse backgrounds, experiences, and perspectives. We believe that you, in all your uniqueness, belong at Indigo.

We welcome all applicants and encourage applications from individuals who identify as Black, Indigenous, a person of colour, LGBTQ2+ and people with disabilities.

Accommodations are available upon request to individuals who self-identify as having a disability or special need. Please contact Human Resources at Support-HR@indigo.

ca if you require an accommodation at any time during the recruitment process.

WELCOME HOME