Director, Customer Engagement & Loyalty
Director, Customer Engagement & Loyalty
Roots is seeking a Director, Customer Engagement and Loyalty who can deepen our understanding of our customer, and use these insights to drive improvements in Engagement, Customer satisfaction and CLTV. Reporting to the VP, eCommerce and Customer Experience, the core goal of this Director will be to drive the strategy, implementation and optimization of a best-in-class Customer Engagement and Retention program - including a Customer Loyalty program. In addition, this role will partner with cross-functional team to develop and deploy key internal Customer Surveys and ongoing assessments of Customer Sentiment. To support these programs, the Director will also be the business-side point person for technology and process supporting their area of focus.
Fundamental to success will be using data-driven insights to inform action, as well as a consistent focus on customer needs and behaviours when developing strategies and operational roadmaps. The ideal candidate will also have strong communication skills, and be able to package customer insights in a consumable form for a wide range of internal stakeholders. Experience in developing customer surveys, and a solid understanding of the technology development process is also a must.
This role is open to candidates across Canada. If not located in Toronto, travel would occur on a monthly basis (up to 10%).
The Director, Customer Engagement and Loyalty for Roots will be responsible for the following:
Strategy Development and Implementation
- Lead development and implementation of a data-driven customer retention strategy and associated initiatives that drives measurable increases in customer engagement and loyalty. This will include development and implementation of a Customer Loyalty program (see below)
- Feed into strategy development for cross-functional teams, ensuring alignment to our larger customer retention strategy
- Develop business cases and conduct ongoing ROI analysis of retention investments made, to continuously optimize investments and prioritize initiatives
- Project manage cross-functional execution of prioritized initiatives to ensure on time, on budget delivery
- Stay up to date with market trends in strategies and tactics, including new technology approaches (e.g. application of machine-learning to the space) and competitor benchmarking
- Stay up to date with best practice in customer privacy, including regulations throughout North America (including CASL, CCPA) and global markets (such as GDPR)
Customer Loyalty Program Development and Implementation
- Work cross-functionally to define and implement a best-in-class Customer Loyalty Program, with measurable impact on customer engagement and retention
- Define approaches to levers like offers, experiences, communications and others
- Utilize a "Test and Learn", iterative approach to enhance and scale over time
- Lead optimization of Customer Loyalty Program over time
- Project manage cross-functional coordination and budgets to implement Program, ensuring it stays on budget and on time
- Develop reporting and dashboard framework to identify opportunities for optimization and growth, and to evaluate Program ROI
Customer Insights and CRM
- Work with internal Analytics SMEs to:
- Update definitions and monitor metrics around customer engagement and retention
- Develop and implement internal measurement approaches and continuous monitoring of Customer Sentiment
- Develop relevant dashboards to support ongoing tracking of Key Performance Indicators (e.g. Retention rate per customer cohort, CAC:CLTV ratios etc.)
- Work cross-functionally to deepen Roots' understanding of key Customer Personas
- Maintain customer journey maps for key Customer personas across customer touchpoints
- Inform decision-making across the business by conducting or managing analysis of omnichannel customer behaviour, journeys and other relevant inputs, and disseminating to different audiences as needed
- Facilitate integration of insights across Roots by developing and delivering communication materials tailored to different audiences
Technology
- Work with technology teams (internal and external) to build the technical foundation required to achieve strategic goals
- Proactively manage a prioritized technology roadmap for relevant new tools and features by identifying key opportunities, gaps and issues, building requirements, and participating in the larger eCommerce sprint management process
- Serve as "business owner" of key technologies, providing business requirements, making tradeoffs, conducting User Acceptance Testing and providing the business-lens to ongoing troubleshooting
- Manage relevant vendor relationships, including negotiation of SOWs and oversight of payment process
Team Management
- Build out a versatile team to support team mandate as the scale of the Customer Engagement and Retention program develops
- Ensure a productive and positive team culture
- Provide opportunities for professional development and constructive feedback to direct reports
Top candidates for the Director, Customer Engagement and Loyalty role will have the following:
- 8+ years of experience leading teams in retail, brands, CPG or similar environment
- Experience developing and implementing customer loyalty strategies
- Hands-on experience in analysis of large data sets, and in conducting and managing customer surveys
- Experience providing business requirements to technology partners
- Strong sense of ownership and pride in your performance and its impact on Roots success
- Top-tier critical thinking and problem-solving skills
- Great interpersonal and communication skills
- Strong project management skills with the ability to lead and direct indirect resources
- Bachelor's degree required, Master's degree a plus
- Experience in strategy consulting a plus
Founded in 1973, Roots Canada is a publicly held Canadian lifestyle brand that sells apparel, leather bags, small leather goods, footwear and active athletic wear with over 100 retail stores in North America and Asia.
Other details
- Pay Type Salary