Job Description

Position Summary
The Director of Loyalty & Retention will lead the strategy, execution, and performance of the Kendra Scott's customer loyalty program and retention marketing initiatives. Reporting to the VP of Marketing, this leader will be responsible for driving customer lifetime value, increasing repeat purchase behavior, strengthening brand affinity, and improving retention across all customer segments.
This role will oversee the evolution and ongoing optimization of the loyalty program while partnering cross-functionally to create a cohesive customer journey across acquisition, engagement, and retention channels. The ideal candidate combines strategic thinking, analytical rigor, customer-centric storytelling, and operational excellence. This leader must be equally comfortable setting long-term strategy and rolling up their sleeves to execute, optimize, test, and problem-solve in a fast-paced environment.
This role sits alongside peer marketing leaders overseeing Paid Media and CRM, and will serve as a key partner in shaping the full-funnel customer growth strategy.

Key Responsibilities
Loyalty Program Leadership

• Own the vision, strategy, roadmap, and performance of the company's loyalty program.
• Lead the development and optimization of loyalty program structure, benefits, tiering, rewards, partnerships, and member experiences.
• Identify opportunities to increase enrollment, engagement, redemption, retention, and customer lifetime value.
• Partner with Digital, IT, Ecommerce, Retail, and Customer Experience teams to ensure seamless loyalty integration across channels.
• Evaluate and implement new loyalty capabilities, technologies, and vendor partnerships.
• Develop member segmentation strategies and personalized experiences that strengthen emotional connection to the brand.

Retention Strategy

• Build and lead the company's retention marketing strategy across all customer touchpoints.
• Develop lifecycle strategies that improve repeat purchase frequency, reactivation, retention rates, and customer profitability.
• Partner closely with CRM leadership to align customer journeys, messaging strategy, and channel orchestration.
• Identify opportunities to improve customer engagement through personalization, segmentation, predictive modeling, and behavioral insights.
• Create retention-focused testing roadmaps and optimization plans across marketing channels.
• Establish KPIs and reporting frameworks to measure customer health, loyalty performance, and retention effectiveness.

Analytics & Performance Management

• Own performance reporting for loyalty and retention initiatives, including customer lifetime value, churn, retention cohorts, repeat purchase rate, incremental revenue, and loyalty member engagement.
• Translate customer and business insights into actionable growth strategies.
• Leverage data to identify customer trends, opportunities, and risks.
• Build business cases and forecast impact for new initiatives and investments.

Cross-Functional Leadership

• Collaborate with Paid Media, CRM, Ecommerce, Brand, Retail, Finance, Analytics, Product, and Technology teams to align customer growth strategies.
• Influence enterprise-level decisions related to customer experience, personalization, and retention.
• Lead and develop a high-performing team focused on loyalty and retention marketing.
• Manage agency and vendor relationships as needed.
• Present performance updates, strategic recommendations, and growth opportunities to senior leadership.

Qualifications

• 8+ years of experience in loyalty, retention, CRM, lifecycle marketing, or customer growth roles, preferably within retail, ecommerce, fashion, beauty, or consumer brands.
• 3+ years of people leadership experience managing high-performing teams.
• Proven success launching, building, or scaling loyalty programs that drive measurable business impact, with experience working in early-stage or evolving loyalty environments versus only highly mature programs.
• Demonstrated ability to operate both strategically and tactically, with a willingness to roll up their sleeves and actively contribute to execution, testing, optimization, and cross-functional problem solving.
• Deep understanding of customer lifecycle strategy, retention marketing, customer segmentation, and personalization.
• Strong analytical mindset with experience leveraging customer data to drive decision-making.
• Experience partnering cross-functionally with CRM, Paid Media, Ecommerce, Product, Analytics, and Technology teams.
• Strong executive communication and presentation skills.
• Ability to balance strategic vision with operational execution.
• Experience with loyalty platforms, CDPs, CRM platforms, analytics tools, and marketing technology ecosystems preferred.

Success Metrics

• Loyalty member acquisition and active engagement
• Repeat purchase rate and purchase frequency
• Customer retention and reactivation rates
• Customer lifetime value growth
• Incremental revenue from loyalty and retention initiatives
• Loyalty program participation and redemption metrics
• Churn reduction and customer health improvements
• Cross-channel customer engagement performance

Leadership Competencies

• Customer-first mindset
• Strategic and data-driven decision making
• Collaborative cross-functional leadership
• Innovation and continuous optimization
• Strong organizational and project management skills
• Ability to influence across teams and levels
• Bias for action and results orientation

Reporting Structure

• Reports to: VP of Marketing
• Peer Functions: Paid Media, CRM
• Potential Direct Reports (not currently in place): Loyalty Manager, Retention Manager, Lifecycle Marketing Specialists, or Analytics support

Ideal Candidate Profile
The ideal candidate is equal parts strategist, operator, and customer advocate. They understand how to build emotional loyalty while also driving measurable business performance. They have experience helping launch or evolve loyalty programs during foundational stages and are energized by building capabilities, processes, and strategies from the ground up. They are comfortable navigating both high-level growth strategy and day-to-day execution, and thrive in highly collaborative, cross-functional environments where customer experience and revenue growth are tightly connected. This person leads through influence and action - willing to roll up their sleeves (especially as team is built out) to help move the business forward while also setting the long-term vision for customer retention and loyalty growth.