Summary of Job Description:The Director, CRM & Loyalty is accountable for growing customer lifetime value through industry-leading CRM strategy, lifecycle marketing, and loyalty program performance. This position is responsible for the guest engagement roadmap across first-party digital channels (email, push, in-app/web personalization) and partners cross-functionally to ensure the loyalty program drives profitable frequency, retention, and share-of-wallet-while maintaining operational integrity and a consistently great guest experience. The Director blends strategic leadership with operating discipline: setting segmentation and measurement standards, building a test-and-learn culture, and translating customer insights into scalable, automated journeys that are measurable and incrementality-driven. This position leads a team of professionals, developing their performance to support achievement of the company's growth goals.
Job Responsibilities:CRM Strategy & Lifecycle Marketing- Responsible for the CRM vision, lifecycle journey strategy, and operating cadence to drive acquisition, retention, and reactivation across owned channels. Builds a scalable segmentation and targeting framework and lead a disciplined test-and-learn program to continuously improve relevance and incremental impact. Partners with brand/creative and channel owners to develop content, frequency, and deliverability standards that protect guest trust and drive performance.
Loyalty Program Strategy, Growth & Governance- Responsible for loyalty strategy and roadmap, driving enrollment growth, active usage, frequency lift, and profitable member value. Defines loyalty economics and performance measurement with Analytics (incrementality, liability, earn/burn efficiency) and translates into clear priorities. Establishes program governance (policies, rules, operational readiness, and issue resolution) in partnership with Operations, Guest Care, and Legal/Compliance.
1:1 Personalization at Scale & Digital Experience Enablement - Partners with Digital Product/Technology to scale personalization across web/app and owned channels, aligning CRM and onsite/app experiences end-to-end. Evolves from segment-based targeting to 1:1 personalization at scale using behavioral signals, preferences, and context - ensuring uplift is measurable via controls/holdouts. Defines requirements for instrumentation, event taxonomy, and experimentation to continuously improve personalized experiences and outcomes.
Guest Data Strategy & Profile Enrichment- Defines the guest data strategy (critical profile attributes, identity resolution, and profile completeness) to power targeting, personalization, and measurement. Drives first-party data capture and progressive profiling (preference center, behaviors, surveys) and ensure activation readiness across platforms. Evaluate and govern third-party enrichment where appropriate, ensuring privacy, consent, and data quality standards are met.
AI/ML Enablement & Future-Proofing- Builds a practical roadmap for AI/ML use cases that improve outcomes (propensity, churn risk, offer affinity, send-time/channel optimization, next-best-action). Partners with Data Science/Technology to operationalize and govern models (monitoring, drift, bias, stability) and embed them into activation workflows. Continuously evaluate emerging capabilities and vendors to keep CRM/loyalty modern, scalable, and resilient - without compromising guest trust or privacy.
Cross-Functional Leadership - Aligns stakeholders, including associates and vendors, across Marketing, Product, Tech, Analytics, IS, Finance, Operations, and Guest Care through strong operating rhythms and decision rights. Builds scalable processes that improve speed-to-market, execution quality, and operational readiness in a complex, high-volume environment.
Team Leadership and Development- Leads and develops a high-performing team, setting clear goals, standards, and accountability. Develops the associates' performance in support of the company's growth goals. Recruits, selects, and retains team members.
How we reward you:- Hybrid Work schedule
- 401K with company match
- Yearly bonus opportunity*
- Full medical, dental, and vision insurance *
- On-site fitness center, biometric screen, and flu shot clinic
- Discounts at Panda restaurants, theme parks, and gym memberships
- Paid time off starting at 15 days with 7 federal holidays*
- Continuous education assistance and scholarships*
- Income protection including Disability, Life and AD&D insurance*
- Bereavement leave*
*Benefits available for eligible permanent full time associates
Your background and experience: - Bachelor's degree in Marketing, Business Administration, Engineering or related field; MBA preferred.
- Minimum ten years in CRM, lifecycle marketing, loyalty, or customer growth within consumer retail, restaurant, e-commerce, or similar high-volume environments; experience delivering measurable retention/frequency outcomes through segmentation, automation, and experimentation.
- Successful completion of initial and periodically required trainings.
- Obtaining a valid Food Handler's Card within 30 days of employment is a requirement of this position.
Pay Range: M4: $161,000 - $226,000 / Annual
* Within the range, individual pay is determined using various factors, including work location and experience.
#LI-Hybrid
#LI-TS2
