Vice President of Loyalty Marketing

AARP   •  

Washington, DC

15+ years

Posted 271 days ago

This job is no longer available.

Summary Statement

The VP of Loyalty directs AARP’s vision for loyalty and leads the execution of strategies that drive satisfaction, learning, and Member/brand value through AARP’s loyalty program, Rewards for Good.  S/he implements initiatives that use Rewards for Good as the anchor to grow and shape AARP’s social mission and drive meaningful impact in Members’ lives. S/he is a trailblazer who leads the vision for threading the program across the Association and leveraging it as a delighter in the Membership experience. The VP of Loyalty operates a best-in-class program – one where customer centricity, continued improvement, and value creation are paramount.


Strategic Leadership

  • Develops and oversees the vision, strategic plan, and operating plan for Rewards for Good. 
  • Responsible for expanding the reach and impact of Rewards for Good across the Association and our Members and prospects.
  • Owns the ‘what’s next?’ for the program by identifying opportunities for enhancements and evolution.
  • Provides leadership and creative thinking to the analysis of market trends, research, and data.
  • Maintains, develops, and seeks industry knowledge and best practices for loyalty, engagement, and gamified learning,  
  • Serves as AARP’s loyalty and gamified learning subject matter expert, and is a resource for business units in the Association to leverage for insights, strategy, and execution of loyalty initiatives.
  • Acts as a spokesperson and ambassador for Rewards for Good.

Operational Leadership

  • Ensures the program is operating in excellence, including resourcing, processes, and technology.
  • Will lead a team of 3 or more to ensure the successful execution of Rewards for Good’s strategy as well as overall oversight of a cross-functional matrix team that spans Product/Design, Customer Service, Project Management, and Development.
  • Will be responsible for building out a loyalty organization that corresponds with the scope and scale of the vision of Rewards for Good and long-term loyalty at AARP.
  • Manages the operations and marketing of Rewards for Good, ensuring adherence to the program’s mission while achieving key performance measures.
  • Interfaces with a cross-functional team needed to successfully execute program initiatives, including groups like Editorial, Advocacy, ASI, and the Foundation.
  • Maintains a customer-centric focus in all program touch points and owns voice of the customer (VOC) and customer research initiatives.
  • Serves as the key contact for agency partners, negotiates contracts, and ensures compliance with contract deliverables and SLAs.
  • Manages a multi-million dollar annual budget with a focus on achieving positive return on Enterprise spend.

Results Management

  • Oversees program analytics including key performance indicators (KPIs), dashboard objectives, optimization, performance insights and analysis, segmentation, and customer satisfaction.
  • Owns program value creation, including identifying new revenue streams and exploring alternate approaches to measuring value and enhancing ROI.
  • Oversees the program’s P&L.

AARP Leadership

  • Acts as an AARP brand steward for Rewards for Good and ensures adherence and conformance to AARP brand policies/directions.
  • Upholds and advances AARP’s core mission, vision, and values.
  • Ensures the program supports AARP Experience principles and enhances the Member experience. 



  • 15 or more years of progressive experience in Marketing, Communications, Product Development, Product Management,  Digital Marketing, e-commerce, or a related discipline.
  • Completion of a Bachelor's degree in business, communications, or a related discipline (advanced degreedesired).
  • Requires extensive knowledge of loyalty and retention principles and vehicles, specifically lifecycle marketing, loyalty programs, and gamification.
  • Track record of success in product management, retail, or product development is strongly desired.
  • Comes to the Association with a deep understanding of the digital loyalty landscape.
  • Strategic and critical thinker, comfortable using qualitative and quantitative information to make decisions and solve problems.
  • Customer-centric mindset.
  • Self-motivated, confident, with a collaborative work-style.
  • Strong writing and speaking skills, with a high comfort level presenting to C-suite executives.
  • Advanced leadership, communications, and team-building skills with the ability to motivate teams through both direct and indirect reporting relationships.
  • Proficient at building and developing talent.
  • Proven success leading teams and empowering them to make business decisions and solve challenges.
  • Experience working within a matrixed organization where success was dependent on influence if not direct control.
  • Excellent organizational skills and the ability to prioritize and handle several projects concurrently, often under tight deadlines. 
  • Experience managing agencies and brand partners, including contract negotiation
  • Demonstrated financial, budgeting, sales and marketing acumen.