Senior Manager, Loyalty Program Operations & En...

@ Indigo Books & Music

Company Description

Dedicated to telling stories and creating experiences, Indigo is always looking for bright, energetic and customer-focused people who can help bring our exciting mission to life in one of our more than 170 Indigo, Indigospirit, Chapters and Coles stores across Canada. We offer a variety of opportunities at our retail stores, distribution centres, and home office.

Who We Are

We love books and all things beautiful. As Canada’s Cultural Department Store, books are our heart and soul and great books are just the beginning. We exist to add joy to our customers’ lives, create joyful moments, treat each other like valued friends, inspire our teams, ignite creativity, and give back to our communities.

Mission

The Senior Manager, Loyalty Program Operations & Engagement is responsible for growing member engagement (retention, digital engagement, acquisition and RFM) through offer, partner and promotional strategies. The role drives innovation in the plum rewards program with new features and benefits, as well as owning the member communication strategy to build a community among members.

Key Performance Metrics

• Overall loyalty program satisfaction and engagement
• Improvement in plum member retention, spend, and frequency
• Acquisition and retention rates of plum members and email opt-in
• Measurable ROI from loyalty promotions, events, and campaigns
• Internal stakeholder and project partner satisfaction

Key Accountabilities

Strategic: Develop plum acquisition & engagement strategy and lead its execution with both retail and digital teams. Lead email and SMS loyalty engagement strategies including trigger-based journeys and lifecycle flows. Support a continuous 3+ year roadmap for program development including new benefits and external partnerships. Oversee targeted loyalty sub-programs and coordinate successful execution of partnerships.

Functional: Execute member promotions with in-store communications and cross-functional coordination. Lead updates to program Terms & Conditions with legal support. Build and deliver the monthly plum newsletter based on curated exclusive content. Continuously identify improvement areas, resolve issues, and support front-line teams with loyalty-related tools and communications.

People: Collaborate to drive flexible, iterative solutions and foster a learning environment that encourages shared technical skills and open feedback.

Cultural: Model Indigo’s beliefs by celebrating diversity, contributing positively to the culture, and championing change.

Scope & Reporting

This position reports to the Director, Loyalty and works closely with the CMO, Chief Marketing Officer as a manager once removed. Key relationships include internal teams like Customer Intelligence, Digital Marketing, Marketing, Merchandising, and Retail Operations, as well as external vendors and partners.

Qualifications

Post-secondary education in business, marketing, or a related field is required; an MBA is considered an asset. A minimum of 5+ years in loyalty and/or CRM/data-driven marketing is preferred, ideally in agency, retail, or consumer goods environments.

Key competencies include a data-driven mindset, creative problem solving, excellent leadership and communication skills, strategic and operational balance, quantitative analytical skills, and strong project management.

Additional Information

Indigo is committed to diversity and inclusion, welcoming candidates from all backgrounds. Accommodations are available during the recruitment process if needed; please contact Human Resources at hr@indigo.ca for assistance.

Key skills/competency

Senior Manager, Loyalty Program Operations & Engagement: loyalty, engagement, CRM, marketing, strategic, operational, communication, project management, customer-centric, analytics.