The Role

As Manager of Loyalty at MEC, you will lead the vision, strategy, and execution of MEC's Member Rewards program and broader member engagement efforts. Acting as the voice of the member, you'll champion a member-first approach across the business, ensuring every initiative deepens connection, delivers meaningful value, and builds long-term loyalty with MEC's passionate outdoor member base.

A core part of this role is transforming member data into insight, and insight into action. You'll work closely with the BI and CRM teams to uncover behavioral patterns, lifecycle opportunities, and loyalty drivers. These insights will power the strategy, fuel campaign development, and inform personalization, segmentation, and program evolution.
You'll lead cross-functional teams to design, execute, and continuously improve lifecycle journeys and loyalty experiences across channels, from onboarding and retention to surprise-and-delight and re-engagement. This is a highly strategic and hands-on role for someone who blends analytical thinking with creativity, and who thrives on driving measurable business results through member-centric innovation.

Location: This is a hybrid role based out of MEC Head Office in Vancouver, requiring you to be in office at least 2 days a week.

As the Loyalty Program Manager you'll:

1. Member Voice & Journey Leadership

• Act as the internal champion for members, owning the complete view of the MEC member
• Map and manage cross-channel member journeys (email, SMS, web, in-store), ensuring cohesive and relevant experiences at every lifecycle

2. CRM & Lifecycle Strategy

• Partner with lifecycle marketing to shape and support CRM strategies, contributing a loyalty-focused lens to key triggers (welcome, onboarding, churn, re-engagement, VIP).
• Build automation rules leveraging behavioral data to deliver personalizedmessages at the right time
• Design and optimize omnichannel campaigns to guide members through acquisition, activation, retention, and advocacy stages

3. Data, Analytics & Optimization

• Collaborate with BI on surface segmentation, cohort behavior, churn predictors, and LTV modeling.
• Monitor key lifecycle metrics: open/click rates, conversion, retention, churn, purchase frequency, repeat rate, LTV and constantly evolving the loyalty offering to drive strong resonance with MEC outdoor customers
• Use A/B testing, cohort analysis, and campaign results to continuously improve program performance

4. Campaign Ownership & Execution

• Define loyalty roadmap and calendar; execute integrated campaigns across channels
• Work with CRM specialists to build automation flows and integrate CRM platforms
• Manage cross-functional execution: creative, copy, merch, digital and store

5. Innovation & Strategic Growth

• Surface insight-driven program enhancements (e.g., tiered benefits, gamified experiences, referral initiatives)
• Stay informed on CRM, marketing automation, and lifecycle marketing trends and tools

6. Stakeholder Alignment & Advocacy

• Present member insights to the broader organization that serve to inform direction in product, service and omni offerings
• Build clear views of the loyalty program and member behavior in partnership with the power BI team that are shareable across the organization

What you bring:

• Post-secondary degree in Business, Marketing, or related field
• 5+ years of relevant retail/loyalty/brand marketing experience, with proven success in customer lifecycle management and customer retention strategies
• Very strong Excel skills and a high level of comfort working with data
• Proven ability to build and sell business plans. Confident executive/senior leadership presence in presentations
• Effective at driving member-centric value through creative and copy collaboration
• Strong analytical ability to turn cohort and segmentation data into strategy
• Demonstrated success in building and presenting business plans with confidence at the executive level
• Solid understanding of modern marketing and activation channels, including CRM, social media, influencers, public relations, and performance marketing
• Experience managing loyalty email lists and communications, with a strong understanding of CASL compliance and handling of personally identifiable information
• Curious and data-driven, with a deep interest in customer behavior and insight generation
• Excellent communicator and collaborator; able to lead and align cross-functional teams
• Strong project management skills and the ability to manage multiple priorities in a fast-moving environment

It's great if you have:

• Hands-on experience with SQL or other data query languages
• Familiarity with Microsoft Dynamics 365 (D365) or similar CRM platforms
• Comfort working in Figma to review and collaborate on campaign assets
• Strong attention to detail and QA of member-facing content
• Experienced with GA4 for web analytics and understanding customer behavior across digital channels

The Compensation & Perks

This is a permanent role with an anticipated annual base salary range of $89,500 to $112,200. The exact salary will be dependent on the successful candidate's relevant skills, experience, location, qualifications and internal equity. This role is eligible for our annual variable incentive plan.

• Generous annual vacation allotment & Paid Care time (Wellness/sick)
• Maternity and Parental leave top-up
• Staff Discount and amazing deals straight from vendors
• Top-notch benefit plan & Retirement plan with matched contributions
• Paid days to pursue outdoor activities and/or volunteer in your community
• Access to a learning platform and educational assistance support

Are you up for your next adventure? We'd love to hear from you!

The Candidate must be able to read and converse in English. Le candidat doit être à l'aise de lire et de converser en anglais.