Head of Loyalty

Role & Responsibilities:

The Head of Loyalty is accountable for building, launching, and managing a compelling Loyalty Program and Member Engagement Framework for Canada Goose consumers.

We are seeking an experienced leader to design a Loyalty Program that aligns with our consumers’ unique preferences and shopping habits (both global and regional). This role will create opportunities for consumers to enjoy personalized experiences and tailored rewards that make every interaction with the Canada Goose brand more meaningful and valuable. Further, this role will create new channels for consumers to engage with Canada Goose, in ways that are most relevant to them (e.g., Clientelling, Online Member Account). Through this work, the Head of Loyalty will drive profitable and incremental consumer lifetime value (CLTV) via growth and activation of Canada Goose’s contactable consumer database.

In this pivotal global role, the Head of Loyalty will be responsible for developing and implementing CG’s loyalty strategy and member experience, including program design, consumer enrollment, member activation, and analytics.

Across these areas, the Head of Loyalty will take a data and insight-driven approach to strategy development & operations management, overlaid with a creative approach to loyalty experience creation that results in a program that is unique to Canada Goose and aligned with brand strategy.

Loyalty Program Design:

• The Head of Loyalty is accountable for creating CG’s Loyalty Program and establishing the supporting cross-functional operating model, with the goal of formalizing Loyalty as a function and process at CG
• Build the Loyalty Program Vision & Strategy; define the vision, goals, characteristics, and roadmap
• Define Measures of Success; clearly define quantitative and qualitative program metrics and goals / targets
• Evangelize the Loyalty Program; introduce, educate, promote, and embed the program with all CG partners
• Establish Operating Model; create and implement a cross-functional operating model to enable the Program

Consumer Enrollment:

• The Head of Loyalty is accountable for implementing Loyalty Program value propositions / member benefits, with the goals of maximizing consumer enrollment & retention, and maximizing incremental CLTV
• Grow the Loyalty Database; optimize member acquisition across all consumer journey touchpoints
• Implement Member Benefits; build, deploy, and manage program value propositions
• Partner Cross-Functionally; lead partners through program implementation (e.g., Marketing, Channels, Tech)
• Manage External Partnerships; establish member benefits via 3rd parties, manage partner relationships
• Measure Impact: measure the efficacy of enrollment activities, generate and act on insights to grow impact

Member Activation:

• The Head of Loyalty is accountable for implementing a Member Engagement Framework that activates the member database (increases lead conversion, spend, repeat purchase; decreases churn), with the goals of maximizing CLTV and growing incremental Loyalty Program contribution to CG’s business
• Build a Loyalty Engagement Framework; a cohesive program of lifecycle management actions that grow CLTV
• Govern Loyalty Outreach; create and govern outreach rulesets (e.g., frequency, suppression)
• Coordinate Loyalty Outreach; publish cross-channel plans and targets, coordinate execution across channels
• Personalize Outreach; build personalized omnichannel journey flows, partner with channels to execute
• Manage Loyalty Incentives; define tiered incentive model, control application across activation tactics
• Implement New Outreach Channels; e.g., Retail Stores / Contact Center Clientelling, eComm Member Account
• Measure Impact: measure the efficacy of activation activities, generate and act on insights to grow impact

Analytics:

• The Head of Loyalty is accountable for analytics of CG’s first-party consumer data, with the goal of informing Enterprise and Loyalty Strategy, and enabling Loyalty activations across all consumer-facing channels.
• Inform Loyalty Strategy: generate consumer insights that inform all elements of the Loyalty Program
• Enable Execution of Loyalty Program; create segmentation to support activation of the CRM database
• Measure Impact of Loyalty Program; create capability and support measurement of the Loyalty Program
• Conduct Advanced Analytics; implement models to improve targeting & conversion (e.g., predictive CLTV)
• Produce Consumer Reporting; develop, distribute, and optimize a suite of consumer metric reporting
• Manage Consumer Analytics Infrastructure; maintain the Consumer Data Platform in partnership with IT

Team Management & Development:

• The Head of Loyalty is accountable for leading & developing a high-performing team, with the goal of building cultural strength in consumer-centricity and loyalty
• Evangelize Team Vision & Mandate; develop and foster team identity and purpose
• Act as a Coach; understand team member development ambitions and create opportunities to pursue
• Maintain Strong Team Engagement; understand cultural drivers and work with team leadership to optimize

Qualifications:

• Successful experience leading the design, launch, and maintenance of a Loyalty Program at a consumer brand
• 12+ years experience in Loyalty, CRM, Consumer Experience, and/or related insights & analytics functions
• 12+ years experience managing high-performing teams and multiple direct reports
• Experience working and supporting a global, cross-functional matrix organizations
• Significant experience working in retail and apparel industries; multi-national experience highly preferred
• Experience with premier products, luxury goods and/or exclusive experience markets/audiences
• Experience working within and managing teams that leverage the following analytical tools:
• Microsoft D365 ERP and Azure Data Warehousing systems
• Microsoft PowerBI, Google Data Studio or other data visualization tools
• Salesforce Cloud Ecosystem such as Commerce, Marketing, and Service Clouds
• Customer Data Platforms such as Acquia, Salesforce 360
• Digital Channel Measurement such as Google Analytics, Google Tag Manager
• A passion for consumer-centricity; a commitment to putting the consumer at the heart of decision making
• A passion for loyalty; a drive to build brand affinity and loyalty through personalized consumer experiences
• Expertise in consumer data: ability to use segmentation and lifecycle data to inform loyalty tactics
• An ability to synthesize data into insights; interpret data and apply analytical techniques to generate insight
• Critical and strategic thinking: create a strategic vision and plan based on consideration of all variables
• An ability to handle ambiguous problems; solve complex problems, make recommendations
• Excellent communication skills: clarity, simplicity, and influence at all levels of the organization
• An ability to build followership; leadership, communication, active listening, influence, and charisma
• Excellent team leadership skills: able to design and build a team, drive performance, and remove blockers
• Excellent cross-functional leadership skills; able to lead through influence, manage disagreement, drive results
• A track record of success vs. P&L targets; proven ability to set & achieve revenue, cost, and profitability targets
• An ability to mentor teams: teach hard skills and role model soft skills to direct and indirect team members
• Awareness of consumer data regulation; general understanding of intl. consumer data law (e.g., GDPR)

Benefits:

• A company built on Canadian roots and heritage
• Your work is recognized with a comprehensive and competitive Total Rewards Program
• Opportunities for career growth through numerous internal and external programs
• Recognize and be recognized by your peers with our Goose Rewards & ICON Rewards
• Be a part of CG Gives. Donation matching and paid volunteer time to help the organizations you care about
• Access to tools and resources to support physical and mental health, embracing change and connecting with colleagues
• Inspiring leaders and colleagues who will lift you up and help you grow