Director of Promotions and Loyalty

Fargo, North Dakota
Aug 10, 2017

The Director of Promotions and Loyalty will create, deliver and optimize a promotional strategy in partnership with key cross functional teams and stakeholders. He or she will also devise and implement customer loyalty initiatives as part of the comprehensive promotional plan.



  • Develop year-long promotional calendar and coordinate execution for the marketing team
  • Devise promotional plans to drive key sales metrics; including existing customer sales, new customer acquisition, average order value, new product launches, etc.
  • Plan and create new promotion types, timeframes, and integrated programs
  • Clearly articulate plans, tactics, and performance to all stakeholders; conduct regular promotions planning meetings with key colleagues and obtain approvals from decision makers
  • Partner closely with product teams to ensure inventory and demand planning aligns with plans
  • Analyze customer and category data to create action plans to achieve desired business results
  • Partner with sales forecasting to estimate revenue, organize ad hoc promotions to achieve goals
  • Develop a comprehensive customer loyalty plan that includes targeted contact strategies and relationship messages, retention tactics, promotional engagement and tools to prevent attrition


  • Work with channel owners and product teams to integrate and deliver a cohesive, customer promotions program with weekly, monthly, and seasonal activities
  • Implement process to balance profitability margins and offer appeal; evolve into more sophisticated decision making models as needs of business grow
  • Collaborate across marketing team to refine new customer offers and grow winback programs
  • Develop compelling positioning and oversee the development of materials and content to support promotions and loyalty initiatives
  • Collaborate with channel owners and influence the media plan to ensure promotion and loyalty messaging reach and resonate with intended audiences
  • Work with analytics team to identify new revenue opportunities and develop innovative personalization and segmentation strategies to drive sales metrics in key customer groups
  • Evaluate the profitability and benefits of implementing a loyalty program and, if pursued, own the vision, development, KPIs, growth, and day-to-day program management of the program
  • Coordinate all data and systems set-up for clear tracking and customer experience


  • Evaluate promotional effectiveness and optimize initiatives to drive incremental growth in strategic areas; establish weekly promotional reporting to track performance to forecast
  • Partner with analytics team to test and evaluate current promotions and future variations
  • Leverage research and analyze market conditions and competitors to refine plans
  • If loyalty program is implemented, optimize program structure and benefits, member acquisition and redemption, training, engagement, and expenses

Plus, other special projects as assigned.

Required Experience

  • Bachelor’s degree in business, marketing or related area of study
  • Minimum of 7–10 years’ B2C marketing experience, preferably with at least 3–5 years marketing experience executing promotions and customer growth / retention strategies

Preferred Skills

  • Promotional experience in retail business, or direct to consumer product or brand
  • Proven track record executing e-commerce promotions that drive sales and maximize margins
  • Financial acumen and in-depth knowledge of promotional strategy and optimization
  • Demonstrated ability to convert data and insights into impactful promotions and programs
  • Strong strategic thinking and planning skills including ability to anticipate trends or changing market conditions and take appropriate / timely action
  • Self-directed with demonstrated ability to work independently and collaborate on a team
  • Ability to influence and organize peers and indirect reports to collectively achieve shared goals
  • History of achieving results on time and within budget
  • Action and results oriented, flexible and able to pivot or reprioritize work as business requires
  • Familiarity with digital marketing, brand strategy and communications, social and other media
  • Experience developing, launching, and managing a loyalty strategy or formal program
  • In-depth knowledge of / passion for the vitamins, minerals, and supplements category