Loyalty Program Lead

L.L.Bean is expanding our Customer Marketing organization with the introduction of a new customer loyalty program designed to deepen customer engagement, build long-term loyalty, and accelerate omnichannel growth. The Loyalty Program Lead will serve as the day-to-day owner of the new program. This role sits within the CRM function and reports to the Senior Manager, CRM & Loyalty. While not a formal people manager, this is a senior, hands-on role responsible for activating strategy, driving program performance, managing the member experience, and ensuring operational excellence.

The Lead will collaborate closely across marketing program management, insights & analytics, retail, e-commerce, product management, customer service, information services, finance, card services and external agency/technology partners. The ideal candidate combines strong program leadership, customer-centric thinking, analytical rigor, executional excellence and cross-functional influence. You will ensure the program delivers an exceptional experience for customers while supporting L.L.Bean's broader business goals.

Responsibilities

Program Management & Go-to-Market (GTM)

• Collaborate across departments to bring loyalty experiences to life across all customer touchpoints (email, site, catalog, in-store, media, customer service) and ensure a smooth and consistent CX.
• Drive day-to-day GTM planning and execution for new loyalty campaigns, benefits launches, seasonal activations, and member communications.
• Maintain the program roadmap, including enhancements, benefit evolution, and ongoing testing.
• Partner with Product Management and IT teams to translate business needs into requirements and support functionality enhancements and troubleshooting.
• Manage day-to-day relationships and delivery with external partners (loyalty platforms, agencies, consultants, technology providers, etc.).

Performance Reporting & Analytics

• Partner with Insights & Analytics team to support the definition, tracking and evolution of core loyalty KPIs.
• Develop and distribute regular reporting and action-oriented insights on program performance, risks and opportunities.
• Analyze member lifecycle behavior with a focus on how loyalty currency and benefits influence behavior to inform optimization recommendations.
• Apply test-and-learn methodologies to improve engagement, reward structures, and communication effectiveness, summarizing learnings and next steps.

Membership Growth & Optimization

• Identify and partner to implement strategies to grow membership, including enrollment optimization, customer acquisition integration, personalized communications, and incentive structures.
• Work with lifecycle marketing to build and optimize targeted journeys across the loyalty lifecycle - from early engagement and benefit awareness to reactivation strategies
• Identify high-value segments and partner with cross-functional teams to activate personalized experiences that build lasting loyalty.
• Synthesize qualitative feedback (member input, customer service insights, store feedback) into actionable experience improvements.

Compliance, Governance & Operational Excellence

• Lead day-to-day execution and operations of the L.L.Bean loyalty program, ensuring consistent, high-quality customer and member experiences.
• Ensure loyalty program compliance with operational rules, privacy requirements, and financial accounting standards, in partnership with Legal, Finance and Technology teams.
• Develop and maintain program documentation, internal training guidance, process flows, and operating procedures.
• Partner with Finance to support redemption liability forecasting, benefit cost modeling, and P&L impact analysis.

Health and Safety Requirement

Every employee is responsible for contributing to a safe and healthy workplace. Employees are expected to be active participants in health and safety by following all safety policies and procedures, reporting unsafe conditions or at-risk behaviors to leadership, and conducting work in a safe manner. Those in a leadership role are also expected to model safe behaviors, evaluate risk, and ensure that risks are reduced to acceptable levels.

4-Year Bachelors Degree, preferably focused in Marketing, Business, Analytics or related field

Master's Degree or MBA preferred but not required

5 Minimum Years of Experience, * Strong understanding of loyalty program mechanics, customer value drivers, and retail economics.

• Excellent analytical skills; comfortable working with dashboards, performance reporting, segmentation, and KPIs; demonstrated experience translating data into actionable insights. SQL skills a plus.
• Experience working with CRM platforms, CDPs, loyalty engines, or marketing automation systems.
• Experience supporting test-and-learn approaches, experimentation, or pilot programs preferred.
• Ability to balance strategic thinking with hands-on, day-to-day execution.
• Strong project management capability with a bias toward operational discipline, prioritization and follow-through.
• Customer-obsessed mindset with a commitment to delivering meaningful and delightful member experiences.
• Proven experience driving GTM plans, campaign launches, and omnichannel program operations.
• Highly-tuned cross-functional collaboration, communication and influence skills.
• Comfort operating in a highly cross-functional, matrixed environment with multiple stakeholders and dependencies; ability to navigate complex organization dynamics.
• Demonstrated problem-solving and decision-making skills; proactively identifies questions, opportunities and areas for improvement and brings forward recommendations.

At L.L.Bean, we believe the outdoors brings out the best in all of us. We are committed to fostering a culture of belonging and creating safe, inclusive spaces where everyone feels welcome-both here and Outside. We value individual differences and are dedicated to maintaining an inclusive work environment where everyone can bring the best of their experience and talents and truly thrive., If you care about the outdoors, joining L.L.Bean is a great way to feel good about what you do. Our benefits package makes a good thing even better, with programs and perks designed to support your health and financial goals. Plus, maintaining a healthy work-life balance and re-charging outside are all part of the plan. If your experience looks a little different from what we've identified and you think you'd be great at this role, we'd love to learn more about you! At L.L.Bean, we believe the outdoors brings out the best in all of us. We strive to reflect this every day in our commitments to employees and partners and in our efforts to promote belonging.