Job Purpose & Objective:
The Digital Loyalty Marketing Manager will lead the digital marketing process and is responsible for upholding all current and potential future equities of the TXB Brand, including voice, value proposition, promise and standards, across all digital and social media platforms. This individual will own all digital facing executions and will create and execute thoroughly researched integrated digital marketing plans to achieve the organization’s core objectives of building loyalty engagement, building loyalty customer user base, growing loyalty sales, loyalty customer profiles/personas, brand awareness, driving consumer traffic, fuel/food/inside sales for TXB. These efforts including growing TXB Reward Loyalty sign ups, growing existing loyalty engagement, building loyalty segmentation analysis, customer personas, customer journey mapping and digital marketing to TXB Rewards Loyalty program as well as TXB APP and Third Party Platform menus. The Digital Loyalty Marketing Manager will achieve this through meaningful, impactful customer engagement, and will establish digital business success through the development, implementation and ongoing management of a continually evolving strategy.
This position will report to the Vice President of Marketing, and will be located at TXB home office in Spicewood, Texas.
Responsibilities & Essential Functions:
Develop, implement and manage TXB Rewards Loyalty Program and integrated marketing plans and tactics across a wide range of channels, including TXB APP, TXB landing pages, content marketing, affiliate relationships, social, PR, print, email and digital Medias. This includes driving current/ongoing campaigns, as well as envisioning new campaigns consistent with our target audience’s needs, our organization’s key differentiators, and value propositions.
Loyalty: Lead, Manage and Develop TXB Rewards Program to include the maintenance and utilization of TXB loyalty data to create effective and successful marketing campaigns and club member connectivity and brand loyalty. Efforts should result in marketing to members with group and individual offers as well as in the moment offers to maximize loyalty baskets, repeat visits and brand loyalty. Loyalty Manager will be responsible for driving Loyalty Engagement, Sales, Transactions, Conversion/Capture Rates, new Sign-ups; Retention, Profitability, KPI Development, Analysis and Insight Development, Strategy/Tactic Development and Loyalty Consumer Behavior Changes that lead to higher profitability and repeat traffic. Must have strong analytical skills and loyalty management experience.
- Creation and Execute loyalty strategies that drives brand engagement and lifetime value of loyalty members.
- Execute the overall strategy and program benefits for the loyalty program. Clearly communicate strategy to cross-functional teams.
- Influence customer behavior to drive incremental sales and loyalty enrollment.
- Formulate marketing strategies and flawlessly execute customer-centric rewards marketing for TXB Rewards Members including personalized offers across digital channels.
- Build and manage campaigns delivered to members across multiple channels.
- Provide reporting/measurement/analysis of loyalty campaigns, Loyalty KPIS and initiatives to develop future planning and decision-making.
- Build data-driven offers, campaigns, and messaging to target KPIs and drive ROIs.
- Monitor program and campaign KPIs on an ongoing basis to ensure program health and to identify business opportunities and recommend solutions; pull ad-hoc reporting as needed.
- Ability to translate insights and analytics into action
- Oversee the setup and testing of promos and general program management
- Create and manage member journeys for a consistent, on-brand experience
- Manage TXBstores.com and the TXB Rewards app.
- Create training materials for stores on loyalty initiatives.
- Project manage all member retention campaigns and initiatives from conception to analysis and rollout by collaborating with cross-functional partners and identifying and delivering on key project milestones
- Manage all projects with third-party providers to improve and maintain program
- Document business requirements, use cases and conduct user acceptance tests.
- Build and manage performance reports (leverage insights to optimize performance) through Paytronix Loyalty Portal, Google Analytics, internal email and database software, as well as digital advertising platforms.
- Lead website, campaign optimization and by site search optimization and reviews: SEO, Google Analytics, A/B testing, content optimization, cross/upselling, lead scoring and tagging.
- Create and implement tagging/campaign tracking across all digital channels to track and report out on what is working/not working.
- Lead digital reporting in marketing and cross-function team meetings: translate/share the efficiency and effectiveness of digital channels, including but not limited to spend, ROI, messaging summary, high level optimizations, tests, learnings, conclusions, and next steps.
- Manage Third Party Menu and TXB APP Digital menus, look and merchandising to maximize sales.
Effectively execute digital marketing campaigns through team collaboration, data analytics, competitive research and pushing the envelope to regularly test new and emerging channels.
- Collaborate with a wide variety of stakeholders—including operations, web / IT / data, meetings, education, media & publishing, strategic initiatives and external partner agencies—to onboard new marketing technologies and platforms to achieve internal business unit goals and objectives.
- Collaborate with VP Marketing & Brand Manager and other marketing team members to strategize/build/integrate digital customer journey from strategic marketing plans across multiple digital platforms: digital ads, website, social media, etc.
- Work across multiple departments to manage digital strategy: place and manage ads, update and implement different versions, report what’s happening and why (patterns from behavioral data); identify and recommend next steps.
- Identify new technologies that can be used to make digital marketing more cost effective and efficient.
- Operate marketing software, platforms and digital scheduling tools. Provide guidance on new digital tools.
- Map business requirements to technology capabilities to help build and refine both tech stack and processes that span across numerous campaigns and association goals.
- Analyze new and existing business opportunities through a disciplined approach to ensure sustainability and profitability of strategic and tactical digital marketing initiatives.
- Measure spend, ROI and KPIs across campaigns to show direct success or shortcoming, and to assist in preparing budgets.
- Evaluate results against benchmarks and goals to measure the effectiveness of marketing programs and implement improvements as required.
- Forecast potential ROI and KPI metrics
- Manage TXB APP and Third Party APP Platforms Order and Delivery Menu Management, APP Page Updates and digital AD revenues, APP Gamification, Digital Coupons, TXB Rewards and TXB Subscription Programs. Responsible for ensuring content on APPs, Website and Online Search is up to date to maximize TXB Digital Sales and Consumer Engagement.
- Responsible for creation of Digital Consumer Journey Mapping.
- Online Digital Reputation by Managing NACS Thrivr Search Engine Optimization Platform and online reputation tools and responding to online consumer feedback.
- Social Media Management advertisement (paid and unpaid). This will include development of Strategy for each platform, detailed tactics and KPI metrics. Will work with Brand Manager to build out TXB Digital Brand Awareness, Reputation and Reach to drive sales, profitability and TXB Brand.
Functional Capabilities
- Loyalty Strategy Development, Planning, Execution, Loyalty Data Analytics and Loyalty KPI Management and Loyalty Budget Management
- Customer Journey Mapping
- Digital Marketing Strategy, Planning, Execution and Analysis
- Content Marketing
- Web Analytics, Insights and Reporting
- Program Management/Agency Mgmt.
- Search Engine Optimization (SEO)
- HTML
- Digital Advertising and Pay-Per-Click (PPC) Marketing
- Marketing Automation; SMS, Email and other Digital Marketing
- Brand Advocate
- Mobile APP Content Management to include TXB APP & Third Party Restaurant Menu Platforms (Uber Eats, Door Dash, Grub Hub)
Education, Experience and Skill Requirements:
- Bachelor’s degree in business or related field required. Master’s degree in Marketing or Integrated Marketing and Communications (pursuing or attained) preferred.
- Minimum 5+ years of Loyalty Program Management experience to include Loyalty Program Development, Loyalty Strategy Development, Loyalty Cost Management, Loyalty Segmentation and Analysis, Loyalty Program Engagement, Traffic Building and Promotion Management Experience.
- 3+ years professional experience in consumer-focused digital marketing with strong social media expertise
- Experience with multi-site retailing and foodservice a strong positive.
- Demonstrated successful experience of building or materially advancing a digital marketing program.
- Experience with Third Party Order & Deliver Delivery APP Menu Management a Plus.
- Computer proficiency with Microsoft Office
- Experience with various graphics design packages, digital photography, website and other management tools, among others needed to create, execute and manage a best-in-class digital marketing program
- Strong analytical skills and capabilities, including experience using array of marketing technologies and platforms
- Experience with and ability to execute various types of design, execution and optimization of marketing campaigns, including customer journey flow, adjusting layout, copy, images, calls-to-action, and other content as needed.
- Ability to formulate recommendations based on a broad set of inputs and facts.
TXB (Texas Born)
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