Director, Customer Value, Engagement & Loyalty

Job Description

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We are seeking a Director of Customer Value, Engagement & Loyalty to lead the strategy, performance, and evolution of how a well‑established, customer‑centric business builds long‑term relationships with its most valuable customers.

This is a senior leadership role accountable for defining how engagement and loyalty drive lifetime value, retention, repeat purchase/visitation, and sustainable commercial growth across a large, multi‑asset portfolio with both digital and on‑site customer touchpoints.

The Opportunity

This role owns the strategic evolution of a flagship paid membership and loyalty proposition — transitioning it from a largely transactional benefits construct into a long‑term customer value and engagement platform that supports broader commercial and brand objectives.

You will operate at the intersection of customer insight, experience design, product, and revenue , shaping how priority audiences are engaged across their full lifecycle. Working closely with senior stakeholders across Brand & Marketing, Loyalty/Product, Digital & Technology, Performance Marketing, Revenue, Operations, and Customer Experience , you will ensure a consistent, personalised, high‑quality experience across all digital and physical touchpoints.

You will also play a critical part in embedding a data‑led, customer‑centric mindset across the organisation, using insight and best practice to deliver measurable loyalty performance and long‑term value.

What You’ll Do

• Define and own the customer lifetime value and loyalty strategy, aligned to commercial and brand priorities
• Lead the multi‑year evolution of the membership/loyalty programme , setting the roadmap for retention, engagement, repeat usage, and long‑term customer value
• Shape how the organisation engages its most valuable customers across the entire relationship lifecycle, from acquisition through to advocacy
• Be accountable for the commercial performance of loyalty initiatives, including member growth, renewals, repeat behaviour, loyalty‑driven revenue, and ROI
• Establish and own loyalty and engagement KPIs , reporting, governance, and optimisation frameworks
• Champion the use of customer data (CRM, CDP, analytics) to inform segmentation, personalisation, programme design, and decision‑making
• Oversee the end‑to‑end member experience, identifying and prioritising opportunities to improve engagement, satisfaction, and value across touchpoints
• Lead, coach, and develop a high‑performing Customer Engagement & Loyalty team, setting clear direction and accountability
• Act as a senior cross‑functional partner to Brand, Digital & Technology, Performance Marketing, Revenue, Operations, and Customer Experience teams
• Represent the voice of the customer in senior forums, planning cycles, and strategic discussions
• Manage key external partners and suppliers supporting loyalty, CRM, and engagement initiatives
• Stay close to global best practice in loyalty, CRM, and customer engagement, continuously evolving the proposition to drive long‑term business value

What We’re Looking For

• 10+ years’ experience in customer engagement, loyalty, CRM, lifecycle, or data‑driven marketing roles
• 5+ years’ experience in a senior leadership role within a complex, consumer‑focused organisation
• Strong strategic and commercial mindset, balancing customer value with business outcomes
• Deep experience using customer data, insights, and performance metrics to drive engagement and revenue

Proven ability to influence senior stakeholders and lead cross‑functional initiatives

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2026-03-06 09:04:21