Requisition ID: 257876
Senior Manager, Loyalty Engagement - Toronto, ON
PurposeOwns the strategy, design and delivery of the Scene+ engagement program for Scotiabank clients - using loyalty as a commercial lever to drive profitable client behaviours (primacy, spend, deposit and balance growth, product adoption, digital adoption and retention) rather than as a promotional add-on.
The role defines what "good engagement" looks like at a client level, builds the behaviour-change roadmap that gets clients there, and monetizes Scotiabank's position in the Scene+ ecosystem by working with coalition partners (Empire/Sobeys, Cineplex, Home Hardware, Shell and emerging partners) to put relevant, high-value earn and redemption experiences in front of Scotiabank clients.
Accountable for the commercial return on loyalty investment - balancing client value, partner value and Bank economics (cost of rewards, points liability, incremental revenue and margin) - while ensuring all activity is executed in compliance with governing regulations, internal policies and procedures.
Is this role right for you? In this role, you will:1. Loyalty Engagement Strategy & Profitable Behaviour Change
- Build and own a multi-year Scene+ engagement strategy for the Scotiabank client base, with an explicit line of sight from loyalty mechanics to profitable client behaviours and P&L impact.
- Define the target behaviour hierarchy (e.g., card activation and first transaction, everyday spend capture, direct deposit and pre-authorized payments, multi-product depth, digital self-serve adoption, retention at renewal) and the loyalty levers best suited to shift each one.
- Design the earn, bonus, accelerator, tiering, gamification and redemption mechanics that drive those behaviours - including the economics, eligibility rules and guardrails for each.
- Segment the base and set differentiated engagement strategies for new, dormant, single-product, high-potential and at-risk clients.
- Own the loyalty engagement roadmap end to end: opportunity sizing, business case, prioritization, build, launch and post-launch optimization.
2. Program Economics & Commercial Accountability
- Accountable for the ROI of loyalty engagement investment - incremental revenue and margin delivered per dollar of rewards and marketing spend.
- Model and manage offer economics in partnership with Finance and Data & Analytics: cost per incremental behaviour, breakage and liability assumptions, earn-to-burn ratios, and payback period.
- Set and report the engagement KPI framework (active member rate, earn frequency, redemption rate, points-per-active-member, primacy index, spend lift, attrition delta) and defend results to senior leadership.
- Build a disciplined test-and-learn agenda - control-group design, incrementality measurement, and a documented library of what works, at what cost, for which segments.
3. Loyalty Ecosystem & Partner Engagement
- Serve as Scotiabank's day-to-day engagement lead into the Scene+ coalition and its partners - translating Bank objectives into joint activation plans that also deliver partner value.
- Secure partner-funded and partner-enabled offers, accelerators and experiences that make Scene+ demonstrably more valuable to Scotiabank clients than competitor programs.
- Own and deliver Scotiabank's contribution to consortium commitments, including the Empire Net New Shopper Commitment, and convert partner audiences into engaged Scotiabank clients.
- Influence the joint marketing calendar, offer inventory and redemption experience to ensure Scotiabank moments are prioritized and sequenced against Bank growth objectives.
- Track partner performance against commitments, surface gaps early, and lead the commercial conversation to close them.
4. Campaign Design, Personalization & Business Line Enablement
- Lead the design and delivery of loyalty-led campaigns and always-on lifecycle journeys - moving from broadcast promotions toward targeted, triggered and personalized next-best-offer engagement.
- Partner with Marketing, Digital, Channels and Martech teams to deploy offers through the highest-performing channels and to close execution gaps in decisioning, targeting and measurement.
- Equip Cards, Day-to-Day Banking, Lending, Branch and Contact Centre teams with clear loyalty value propositions, client-facing narratives and enablement materials.
- Translate strategy into executable roadmaps, briefs and requirements for internal and agency delivery teams.
5. Stakeholder Leadership & Thought Leadership
- Act as the recognized internal subject-matter expert on loyalty-driven engagement, behavioural economics and coalition program design.
- Lead alignment across Marketing, BNS business lines, Data & Analytics, Technology, Legal, Compliance and Risk - driving timely decisions and resolving issues without escalation where possible.
- Maintain an external view of Canadian and global loyalty innovation (Avion Rewards, Aeroplan, BMO Rewards, Amex Membership Rewards, retail and fintech models) and translate it into actionable recommendations.
- Prepare and present recommendations, business cases and performance reviews to senior executives and partner forums.
6. Risk, Governance & Controls
- Understand how the Bank's risk appetite and risk culture should be considered in day-to-day activities and decisions.
- Ensure all initiatives comply with Scotiabank's Values, Code of Conduct and Global Sales Principles, and with operational, compliance, AML/ATF/sanctions, privacy (PIPEDA/CASL), marketing conduct and consumer-protection requirements.
- Own the control environment for loyalty offers: terms and conditions, disclosure accuracy, points accrual integrity, data-sharing agreements with partners, and audit-ready documentation.
- Escalate issues, emerging risks and control gaps promptly and transparently.
7. People Leadership & Team Development
- Create an environment that drives high performance, accountability and continuous improvement.
- Coach, develop and motivate direct reports through clear goal-setting, ongoing feedback and development planning.
- Foster an inclusive, collaborative culture aligned to enterprise values and strategy.
Do you have the skills that will enable you to succeed in this role? We'd love to work with you if you have: - Required
- 7+ years in loyalty, CRM, customer engagement, cards/payments or growth marketing, including direct accountability for commercial outcomes.
- Demonstrated experience designing loyalty or engagement mechanics that changed measurable customer behaviour - not just campaign delivery.
- Strong commercial and financial acumen: business casing, offer economics, incrementality measurement and ROI defence.
- Advanced analytical capability - comfortable interrogating data, framing hypotheses and working hand-in-hand with Data & Analytics teams.
- Proven ability to influence without authority across a complex, matrixed organization and with external partners.
- Excellent executive communication and storytelling skills.
- Undergraduate degree required; MBA or equivalent post-graduate qualification an asset.
Preferred
- Experience with coalition, consortium or multi-partner loyalty programs.
- Experience in financial services, retail or a regulated environment.
- Familiarity with personalization, offer decisioning and marketing technology stacks (e.g., next-best-action engines, campaign orchestration platforms).
- People leadership experience.
What's in it for you?- The opportunity to join a forward-thinking organization where you are surrounded by a collaborative team of innovative thinkers.
- A competitive compensation and benefits package.
- An organization committed to making a difference in our communities- for you and our clients.
- You can expect to be recognized and rewarded for high-performance. You'll be supported by leadership through meaningful development conversations that enable faster advancement and internal training to support your growth and development.
- You'll receive clear, transparent criteria to progress in your career.
Working Conditions
Standard office-based (hybrid) environment; non-standard hours are a common occurrence. Limited domestic travel for partner and business-line engagement.
Location(s): Canada : Ontario : Toronto
