Senior Director, CRM & LoyaltyRole OverviewThe Senior Director, CRM & Loyalty will lead Pizza Hut's customer relationship management, loyalty, and marketing technology capabilities, with accountability for building deeper, more valuable relationships with our customers across the digital ecosystem.
This leader will set the strategy for how Pizza Hut acquires, engages, retains, and grows customers through personalized experiences, loyalty, and data-driven communications. The role will bring together CRM & Loyalty and MarTech Operations to create an integrated capability spanning customer strategy, lifecycle marketing, personalization, loyalty, marketing technology, and execution.
As a senior leader within Digital Experience, this role will partner closely across Marketing, Digital Product, Data & Analytics, Technology, Operations, and agency/technology partners to translate customer insights and business priorities into experiences that increase engagement, frequency, retention, and customer lifetime value.
Key ResponsibilitiesCRM, Lifecycle & Customer Engagement- Develop and lead the enterprise CRM strategy across the customer lifecycle, from acquisition and onboarding through engagement, retention, reactivation, and loyalty.
- Establish customer segmentation, targeting, personalization, and lifecycle strategies that deliver increasingly relevant experiences at scale.
- Lead the strategy and execution of customer communications across owned channels, including email, push, SMS, in-app and other emerging channels.
- Build a rigorous test-and-learn approach to continually optimize customer engagement, conversion, frequency, and retention.
- Partner with Data & Analytics to establish measurement frameworks and translate customer behavior and insights into actionable strategies.
Loyalty Strategy & Growth- Own the strategic direction and evolution of Pizza Hut's loyalty program and broader loyalty ecosystem.
- Identify opportunities to increase loyalty enrollment, engagement, frequency, retention, and customer lifetime value.
- Evolve the loyalty value proposition, benefits, experiences, and personalization strategy based on customer insights and business priorities.
- Partner across Marketing, Product, Food, Operations and Finance to ensure loyalty initiatives balance compelling customer value with sustainable business economics.
- Monitor customer, competitive, and industry trends to identify opportunities to strengthen Pizza Hut's loyalty proposition.
MarTech Strategy & Operations- Lead MarTech Operations and establish the capabilities, platforms, processes, and governance required to execute CRM and personalization at scale.
- Partner closely with Technology and Digital Product to define the MarTech roadmap and prioritize capabilities that enable customer engagement and business growth.
- Drive effective integration and utilization of customer data, campaign platforms, loyalty technology, decisioning tools, and related capabilities.
- Establish scalable campaign operations, quality standards, governance, and processes that improve speed, reliability, and effectiveness.
- Manage key technology and agency relationships, ensuring partners deliver against business objectives and performance expectations.
Business Performance & Measurement- Establish clear KPIs for CRM, loyalty, and MarTech performance and create visibility into business impact.
- Connect customer engagement strategies to measurable outcomes including transactions, frequency, retention, incremental revenue, and customer lifetime value.
- Use customer and performance data to identify opportunities, influence investment decisions, and continuously improve the customer experience.
- Develop business cases and recommendations for investments in loyalty, personalization, customer data, and marketing technology.
Enterprise Leadership & Partnership- Serve as a senior thought partner to the Chief Digital Experience Officer and broader leadership team on customer engagement, loyalty, personalization, and MarTech.
- Build strong partnerships across Marketing, Digital Product, Technology, Data & Analytics, Finance, Operations, Food, and other functions to deliver integrated customer experiences.
- Influence enterprise priorities and ensure CRM and loyalty strategies are integrated into broader brand, digital, and commercial plans.
- Lead through ambiguity and organizational change while maintaining focus on the highest-impact customer and business opportunities.
People Leadership- Lead, develop, and inspire the CRM & Loyalty and MarTech Operations teams.
- Build clear accountability across strategy, execution, technology, and performance.
- Develop talent and capabilities required to support increasingly sophisticated personalization, lifecycle marketing, loyalty, and MarTech operations.
- Foster a culture of customer obsession, collaboration, accountability, experimentation, and continuous improvement.
Qualifications- 12+ years of progressive experience in CRM, loyalty, lifecycle marketing, digital marketing, customer engagement, MarTech, or related disciplines, with significant leadership experience.
- Demonstrated experience developing and leading enterprise-scale CRM and/or loyalty strategies for a large consumer-facing organization.
- Deep understanding of customer lifecycle management, segmentation, personalization, loyalty economics, and digital engagement.
- Strong knowledge of modern MarTech ecosystems, customer data platforms, campaign management tools, marketing automation, and personalization capabilities.
- Proven ability to connect customer strategies to measurable business outcomes, including retention, frequency, revenue, and customer lifetime value.
- Experience leading cross-functional transformation and influencing senior executives across Marketing, Technology, Product, Data, Finance, and Operations.
- Strong commercial and financial acumen with the ability to develop business cases, prioritize investments, and make data-driven decisions.
- Demonstrated success building and developing high-performing teams.
- Excellent executive communication, influencing, and stakeholder-management skills.
- Bachelor's degree required; advanced degree preferred.
Leadership ProfileThe successful candidate will be a
customer-first, commercially minded digital leader who can operate equally well at the strategic and executional levels. They will understand how to connect customer data, loyalty, technology, and personalized engagement into one cohesive growth engine while building the organizational capabilities required to deliver at scale.
They will be comfortable challenging existing approaches, simplifying complexity, influencing across organizational boundaries, and translating a long-term customer vision into measurable near-term business results.
