Loyalty & Personalization Director

About the role

The Loyalty & Personalization Director will shape and execute a best‑in‑class loyalty ecosystem for a multi‑asset leisure and entertainment portfolio. Reporting to senior leadership, this role drives customer acquisition, retention, engagement and lifetime value through data‑led strategies and cross‑functional collaboration.

Key responsibilities

• Define and deliver a comprehensive loyalty and membership strategy aligned with revenue, frequency and CLV targets.
• Own the end‑to‑end customer lifecycle, from onboarding to advocacy, optimizing acquisition, retention and yield.
• Develop exclusive experiences, benefits and value propositions to boost incremental spend.
• Partner with insights, analytics, marketing, commercial, digital and operations teams to forecast trends, monitor performance and identify growth opportunities.
• Lead governance forums and ensure alignment across the business for loyalty initiatives.
• Identify and negotiate strategic partnerships that enhance the loyalty proposition.
• Build and lead a high‑performing loyalty team, fostering a culture of accountability and continuous improvement.
• Manage loyalty‑related projects, overseeing planning, risk, budget and stakeholder communication.

Required profile

• Senior leader with proven experience in designing and scaling loyalty or membership programs.
• Strong analytical mindset with ability to translate data insights into actionable strategies.
• Excellent stakeholder management skills, capable of influencing senior executives across functions.
• Track record of leading cross‑functional teams and delivering projects on time and within budget.
• Strategic thinker with a customer‑centric focus and a passion for enhancing the overall experience.

Required skills