This role requires weekly, onsite collaboration at Columbia Sportswear's Headquarters in Portland, Oregon.
ABOUT THE POSITION
As a Brand Marketing team, we focus on our consumers' behavior, and create digital experiences to build their connection to our brand. Whether it's media strategy, brand/product storytelling, content creation or partner activations, the consumer is at the heart of everything we do, and unlocking the outdoors for everyone is our mission. Join us as we continue to stay true to our brand, even as we evolve to meet the demands of an ever-changing landscape.
As the Senior Manager of Loyalty and Consumer Groups at Columbia Sportswear, you will play a pivotal role in building and nurturing strong connections with our consumers, including loyalty members, fans & followers, Pro, VIP, and B2B groups. You will be responsible for developing and executing a comprehensive loyalty strategy that enhances consumer engagement, increases brand loyalty, and drives revenue growth. The position is focused on both digital and B&M so will require the ability to work seamlessly with cross-functional partners. This position requires a strategic thinker with a proven track record in loyalty program management, consumer engagement, and brand advocacy.
HOW YOU'LL MAKE A DIFFERENCE
Develop a clear and compelling loyalty program strategy that aligns with Columbia Sportswear's business objectives and consumer needs, collaborating with cross-functional teams to define program features, benefits, and rewards that resonate with our target audience.
Define strategy, testing, and long-range planning for additional consumer segments including but not limited to Fans & Followers, Pro, VIP, and B2B.
Facilitate lifecycle strategy for moving consumers through segments based on business objectives and lifetime value utilization.
Monitor program performance, analyze key metrics, and implement improvements to enhance the consumer experience and program effectiveness.
Develop consumer segmentation strategies to deliver personalized and targeted communication as well as work closely with data analytics teams to leverage consumer data for effective segmentation and targeting.
Work closely with marketing, e-commerce, and customer service teams to integrate loyalty program initiatives into overall brand and consumer experience strategies.
Collaborate with external partners and vendors to enhance the program's value proposition.
Generate regular reports and present findings to leadership, providing recommendations for ongoing program enhancements.
YOU ARE
A subject matter expert with program leadership experience in building and scaling loyalty programs for large brands.
Experienced in managing external vendor relationships for enterprise-level CRM and CDP platforms.
Adept in verbal and written communication with an ability to present to and influence senior leadership.
An established leader with experience leading teams to achieve long term objectives in a dynamic, fast-paced work environment.
Experienced leading, collaborating and influencing across departments within multi-channel branded retail business.
Highly detail oriented, analytical, and an expert in working with data.
YOU HAVE
8+ years' experience managing loyalty programs and consumer segment groups for large brands.
Experience managing both individual contributors and supervisors/managers.
Strong analytical skills with the ability to interpret data and make data-driven decisions.
Excellent copywriting and content creation skills.
Knowledge of omni-channel marketing strategies and best practices inclusive of digital, traditional, and in-store.
Experience with A/B testing and optimization techniques.
Strong project management skills and the ability to work effectively in a team.
Exceptional communication and interpersonal skills.