Senior Manager Loyalty & CRM

Role Purpose

The Senior Manager, Loyalty & CRM is responsible for executing and scaling the company’s owned retention programming, including loyalty and lifecycle CRM, to improve customer retention, frequency, and lifetime value.

This role plays a critical execution and learning role in Loyalty Chapter 2, supporting the design, testing, launch, and optimization of a new loyalty value proposition, while operating CRM as the primary activation and experimentation engine.

The role sits within Omni-Customer Intelligence, Analytics & Loyalty and partners closely with Performance Marketing, Digital Commerce Operations, and IT.

Scope & Mandate

• Execute loyalty and CRM programming as always-on retention engines
• Support Loyalty Chapter 2 value proposition launch and scaling
• Operate lifecycle CRM programs that drive repeat behavior
• Enable test-and-learn loops that inform customer intelligence and growth decisions
• Ensure loyalty and CRM activation align with enterprise economic guardrails

Key Responsibilities

Loyalty Redesign and Programming Execution

• Execute the day-to-day operation of the loyalty program
• Support new loyalty value proposition testing, launch readiness, and rollout
• Manage loyalty benefits, offers, and engagement mechanics
• Monitor loyalty performance and surface insights to the Senior Director
• Ensure loyalty activation aligns with defined economics and retention goals

CRM & Lifecycle Activation

• Own CRM lifecycle execution across email, app, and other owned channels
• Build and manage lifecycle journeys (onboarding, repeat, reactivation)
• Partner with Performance Marketing and Commerce to integrate CRM touchpoints
• Ensure CRM is used as an activation and learning layer, not just a messaging channel

Testing, Learning & Optimization

• Execute test plans defined by the Customer Intelligence team
• Partner with Analytics to evaluate performance and customer response
• Translate learnings into program refinements and recommendations
• Maintain discipline around test design, controls, and measurement

Cross-Functional Coordination

• Partner with:
• Performance Marketing on targeting and lifecycle alignment
• Digital Commerce Operations on loyalty and CRM integration on-site
• IT on activation enablement and platform coordination
• Ensure operational readiness for launches, promotions, and peak periods

Vendor & Platform Coordination

• Manage day-to-day execution with CRM and loyalty vendors
• Coordinate campaign builds, deployments, and QA
• Ensure vendors execute against defined priorities and standards
• Escalate issues and opportunities with clarity and solutions

Explicit Role Boundaries (Important)

This role

does

:

• Execute loyalty and CRM programming
• Operate lifecycle journeys and owned channel activation
• Support loyalty testing, launch, and optimization
• Drive retention-focused execution and learning

This role

does not

:

• Own loyalty strategy or economics
• Own customer segmentation or modeling
• Own media investment or acquisition strategy
• Own e-commerce optimization or merchandising
• Own martech platform architecture or engineering

Success Metrics

Primary KPIs

• Customer retention and repeat rate (program-level contribution)
• Loyalty engagement and member participation
• CRM lifecycle performance (conversion, frequency lift)
• Quality and velocity of testing and learning

Secondary KPIs

• Campaign execution quality and timeliness
• Cross-channel integration effectiveness
• Operational readiness and reliability

Ideal Background

• 6–9+ years in CRM, loyalty, lifecycle marketing, or retention roles
• Experience executing loyalty or retention programs in retail or omni-channel environments
• Strong operational and program management skills
• Comfortable working in evolving, low-maturity environments

Leadership & Working Style

• Strong executor with learning mindset
• Detail-oriented but commercially aware
• Comfortable operating within guardrails
• Collaborative, pragmatic, and accountable
• Energized by building something that scales

Reporting Relationship

Reports to: Senior Director, Omni-Customer Intelligence, Analytics & Loyalty

Sportsman's Warehouse is an Equal Opportunity Employer