<p>The Loyalty & CRM Manager is responsible for leading the strategy, execution, and performance of Cafe Rio's loyalty program and lifecycle guest communications. This role focuses on growing loyalty acquisition, driving repeat behavior, and enhancing direct guest touchpoints across email, SMS, and app messaging.</p> <p>The ideal candidate blends analytical thinking with marketing creativity-owning campaigns and journeys that increase customer engagement, frequency, and lifetime value. Working closely with cross-functional teams and external vendors, this individual will elevate how Cafe Rio connects with its most loyal fans while delivering measurable impact across the business.</p> <p>Responsibilities:</p> <p>Loyalty Program Management</p> <ul> <li>Manage "My Rio Rewards" loyalty program, including program structure, promotional strategy, and ongoing improvements </li><li>Partner with technology teams and vendor partners to ensure loyalty integrations function seamlessly across app, POS, and web </li><li>Launch and manage exclusive membership campaigns, point promotions, and surprise-and-delight moments </li><li>Own the loyalty program calendar and partner on key brand moments, LTOs, and new restaurant openings </li><li>Campaign Planning & Guest Communication </li><li>Develop and deploy loyalty campaigns that drive behavioral change and build guest relationships </li><li>Align CRM messaging with promotions, seasonal launches, and brand initiatives </li><li>Ensure campaign accuracy and timely execution across all digital channels </li></ul> <p>Segmentation & Personalization</p> <ul> <li>Build and manage customer segmentation strategies that enable targeted, relevant communications </li><li>Use guest behavior data to personalize content and offers across lifecycle stages </li><li>Support experimentation through A/B testing, offer variants, and frequency capping </li><li>Continuously optimize message timing, format, and targeting based on performance insights </li><li>Cross-Functional Collaboration </li><li>Collaborate with the Digital Engagement, Creative, Technology, and Operations teams to deliver a cohesive guest experience </li><li>Partner with Customer Support to ensure loyalty-related guest issues are addressed with care and clarity </li><li>Work with analytics teams to uncover insights that inform loyalty strategy and guest journeys </li><li>Support strategic initiatives including new restaurant launches, app updates, and in-store activations </li></ul> <p>Reporting & Optimization</p> <ul> <li>Track performance of campaigns and loyalty KPIs including active members, redemptions, visit frequency, and churn </li><li>Share regular reporting with marketing and operations leadership to align on performance and opportunity </li><li>Use data to inform content, timing, and segmentation improvements </li><li>Stay current with industry trends and platform capabilities to keep Cafe Rio's CRM and loyalty programs competitive and effective </li></ul> <p>Qualifications:</p> <p>Required</p> <ul> <li>4-6 years of experience in CRM, loyalty marketing, or customer lifecycle marketing </li><li>Experience managing campaigns in platforms like Salesforce, Punchh, & Attentive </li><li>Strong understanding of customer segmentation, targeting, and behavioral marketing </li><li>Proven ability to plan, build, and measure digital marketing campaigns across email and SMS </li><li>Excellent communication and project management skills </li><li>Comfortable working in a fast-paced, collaborative environment with cross-functional teams </li></ul> <p>Preferred</p> <ul> <li>Experience managing loyalty programs in the restaurant, hospitality, or retail sectors </li><li>Familiarity with POS and app integrations related to loyalty and offer redemption </li><li>Strong data analysis skills and experience collaborating with analytics partners </li><li>Bachelor's degree in Marketing, Business, Communications, or a related field </li></ul> <p>Percentage of Time Spent:</p> <ul> <li>Campaign Development & Execution: 40% </li><li>Loyalty Strategy & Program Growth: 30% </li><li>Cross-Functional Collaboration: 20% </li><li>Reporting, Analysis & Optimization: 10% </li></ul>