Director of Loyalty, Membership and Customer Experience

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NY-New York (Flatiron)




This individual will report to the VP of Marketing and play a strategic role in the development and management of the Barnes and Noble Member Programs including the Member Program, Kids Club, and Educator Programs. This position is responsible for thought leadership, program strategy, design, operational management, analytics and performance. S/he will collaborate closely with technology, store, marketing, merchandising, and other teams to ensure alignment across the business and that business goals are met. This role will have 3 direct reports.

Essential Functions

• Provide strategic leadership for the Member Programs to maximize customer value and brand engagement. Set the strategy for the Member Program and continually drive innovation in the program to keep it fresh and relevant for the customer to retain existing customers and acquire new customers.
• Build highly-relevant membership programs targeting children/families, book lovers, educators, teens/young adults.
• Collaborate with internal partners (stores, marketing, merchandising, ecommerce, technology) to drive customer acquisition, loyalty and lifetime value through deep understanding of customer behaviors and needs. Translate that understanding into targeted marketing initiatives. Ensure a cohesive customer journey from customer acquisition through retention.
• Provide end-to-end leadership of Member initiatives from requirements definition to deployment and analysis, along with issue and risk management and resolution.
• Develop and manage program budgets including marketing expenses and reward costs.
• Develop, run and manage the program P&L including reward costs, customer profitability and margin analysis.
• Improve and manage member activation and retention rates, growing store and online visits.
• Partner with the store team to grow member enrollments and renewals.
• Manage the distribution and presentation of Member Program reporting and status to executive stakeholders.
• Partner with the Consumer Insights team to develop best in class, quantitatively derived and insight-based targeting strategies based on robust analytics to define and prioritize the highest potential customers and deliver measurable ROI.
• Own the customer database by directing and oversees management and improvement of the customer database, ensuring accuracy.
• Set strategic and tactical vision for Member marketing segmentation, personalization, automation and data-driven decision making.
• Identify areas for process improvements for efficiency and quality of existing applications, datasets and processes and define/develop enhancements as needed.


• Proven focus in creating compelling, customer-focused, programs and experiences. A passion for the customer.
• Strong background in customer acquisition, re-engagement and retention strategies
• Strong organizational and leadership skills and the ability to multi-task in a fast-paced and dynamic environment.
• Demonstrates strong cross functional and influencing skills
• Ability to effectively collaborate, network and leverage internal and external groups
• Excellent communication skills, both written and verbal. Comfortable in communicating with partners and with all levels of management, both internal and external
• Strong analytical skills, with the ability to handle large data sets and fairly complex analyses with minimal supervision, including experience with data analysis, segmentation, CRM systems, etc.
• Self-motivated, results oriented, strategic thinker
• 7-10 years marketing and/or business or financial experience with at least 5 years of hands-on experience in Loyalty/ Member marketing or program management.
• Bachelor’s degree required.


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