Purpose of the Role

Reporting to the Director, CRM and Loyalty, the Manager, CRM and Loyalty leads loyalty, customer relationship management, and data-driven customerstrategies for La Vie en Rose and Bikini Village. The manager is responsible for the design, deployment, and evolution of the loyalty program and CRM ecosystem, aligning business objectives, technological capabilities, and customer data. They ensure data management and governance practices to support informed decision-making and, in collaboration with the marketing, e-commerce, technology, and operations teams, transform data into growth opportunities to optimize customer acquisition, engagement, retention, and lifetime value.

Key Responsibilities

CRM and Loyalty Strategy

• Contribute to defining and evolving the CRM and loyalty strategic vision in line with business objectives and customer needs;
• Design, structure, and evolve the loyalty program to maximize its value for both customers and the organization;
• Define the program foundations, including loyalty mechanics, business rules, segmentation, customer journeys, and personalization strategies;
• Develop and maintain the CRM and loyalty roadmap by identifying opportunities for improvement and growth through customer data and relationship marketing initiatives.

Customer Data Governance and Strategy

• Develop and evolve the customer data strategy and governance practices to ensure quality, integrity, and value creation across the organization.
• Evolve segmentation, enrichment, and data usage models in collaboration with analytics, operations, marketing, and e-commerce teams.
• Define performance indicators, reports, and dashboards to monitor the health of the customer database, the performance of the loyalty program, and the effectiveness of CRM initiatives.

CRM Technology Ecosystem

• Act as the business owner for CRM and loyalty data for Klaviyo, Cegid Y2, Optimizely, and related or future platforms.
• Define functional requirements related to the evolution of CRM systems, segmentation capabilities, and loyalty tools, in collaboration with the technology teams.
• Ensure the consistency and evolution of processes, data, and the customer experience across the various omnichannel touchpoints.

Leadership and Project Management

• Lead strategic projects related to CRM, customer data, and the loyalty program, including testing, change management, and results tracking.
• Mobilize internal and external stakeholders and act as the central point of contact for the teams, partners, vendors, and consultants involved in the initiatives.
• Support the adoption of best practices by implementing tools, processes, and training, while monitoring trends, technologies, and practices in CRM, loyalty, and relationship marketing.

Your Profile

• CRM and loyalty expertise: Solid experience defining, designing, deploying, and evolving large-scale CRM strategies and loyalty programs. Experience in retail is an asset.
• Strategic vision and customer experience: Ability to translate a business vision into concrete strategies, prioritize initiatives, and evolve the CRM ecosystem while keeping customer value at the heart of decisions.
• Customer data and insights: Expertise in customer data insights, governance and segmentation, with the ability to turn data into business value and growth.
• Influential leadership: Talent for mobilizing multidisciplinary teams, aligning stakeholders, and advancing structuring initiatives.
• Analytical mindset and results orientation: Data-driven decision-making and monitoring of the impact of initiatives on retention, engagement, and business performance.
• Agility and comfort with ambiguity: Ability to evolve in transforming environments, build new foundations, and seize opportunities for innovation.

Requirements

• Bachelor's degree in marketing, business administration, business intelligence, analytics, IT, or a related field;
• 10 years of experience in CRM, loyalty, relationship marketing, or customer strategy, including the design and evolution of loyalty programs;
• Experience in retail, e-commerce, or an omnichannel environment, as well as in customer data governance and value creation;
• Good understanding of CRM, CDP, marketing automation, and personalization technologies (Klaviyo, Cegid Y2, Optimizely, or comparable solutions), combined with strong strategic project and stakeholder management skills;
• Bilingualism in French and English, both spoken and written, to collaborate with partners and vendors outside Quebec.

Permanent, full-time

#Marketing