Loyalty & Personalization Director

About the role

The Loyalty & Personalization Director will shape and execute a best‑in‑class loyalty strategy for a multi‑asset leisure and entertainment portfolio. Reporting to senior leadership, you will own the end‑to‑end customer lifecycle, from acquisition through advocacy, ensuring the programme drives revenue, frequency and lifetime value.

Key responsibilities

• Define and deliver a comprehensive loyalty and membership strategy aligned with long‑term growth objectives.
• Own programme performance, including acquisition, retention, engagement and yield optimisation.
• Design the full customer lifecycle, creating exclusive experiences, benefits and value propositions.
• Collaborate with insights, analytics, marketing, digital, commercial and operations teams to forecast trends and monitor performance.
• Establish measurement frameworks for satisfaction and programme effectiveness, driving continuous improvement.
• Lead cross‑functional governance forums and develop strategic partnerships to expand the loyalty proposition.
• Build and develop a high‑performing loyalty team, fostering a culture of accountability and ROI focus.
• Manage key loyalty and CX projects, ensuring timely delivery within budget and presenting outcomes to senior leadership.

Required profile

• Proven senior leadership experience in loyalty, membership or customer experience programmes.
• Strong stakeholder management skills with the ability to influence senior executives.
• Track record of delivering measurable ROI on loyalty initiatives.
• Excellent analytical mindset and data‑driven decision making.
• Experience leading cross‑functional teams in a fast‑paced environment.

Required skills