• Drive app marketing initiatives, CRM and lifecycle marketing programs, loyalty operations, data analysis and reporting. • Execute campaigns across the mobile application, manage offer builds, push notifications, in-app content, and delivery channel activations. • Develop automated CRM programs across onboarding, engagement, retention, and reactivation, manage CRM agency relationships. • Own loyalty program operations including earn/burn mechanics, reward catalog, point thresholds, and expiry policies, plan and execute booster campaigns. • Write and maintain BigQuery SQL across transactional app data, GA4 event data, and CRM platform exports; build dashboards for stakeholders and senior leadership using Python, Looker Studio. • Prepare monthly leadership reports, conduct incremental sales analysis for offers and campaigns, including methodology design and control group selection. • Act as the primary contact for vendors and coordinate alignment with Marketing, Operations, Finance, Legal, and Technology teams.

Role Description The Digital Marketing, CRM & Loyalty Lead will be responsible for driving app marketing initiatives, CRM and lifecycle marketing programs, loyalty operations, data analysis and reporting, and managing relationships with key vendors and stakeholders. Key Responsibilities - App Marketing & Campaign Management (40%) - Execute campaigns across the mobile application. - Manage offer builds, push notifications, in-app content, and delivery channel activations. - CRM & Lifecycle Marketing (25%) - Develop automated CRM programs across onboarding, engagement, retention, and reactivation. - Manage CRM agency relationships from briefing through execution and performance review. - Loyalty Program Management (20%) - Own loyalty program operations, including earn/burn mechanics, reward catalog, point thresholds, and expiry policies. - Plan and execute booster campaigns on both the burn side (discounted redemptions) and earn side (point multipliers) to drive engagement and redemption rates. - Data & Reporting (15%) - Write and maintain BigQuery SQL across transactional app data, GA4 event data, and CRM platform exports. - Build dashboards for stakeholders and senior leadership using Python, Looker Studio, and in-house web tooling. - Prepare monthly leadership reports, including Excel-based reporting where required. - Conduct incremental sales analysis for offers and campaigns, including methodology design, control group selection, baseline construction, and accounting for halo effects. - Vendor & Stakeholder Management - Act as the primary contact for the loyalty platform vendor, CRM agency, app development partner, MMP, and analytics providers. - Coordinate cross-functional alignment with Marketing, Operations, Finance, Legal, and Technology teams. Qualifications - Experience in Digital Marketing, CRM, Loyalty Programs, or Customer Engagement. - Hands-on experience executing app marketing campaigns, including push notifications, in-app content, offers, and channel activations. - Experience developing and managing CRM and lifecycle marketing programs across onboarding, engagement, retention, and reactivation. - Experience working with CRM agencies and managing campaign execution and performance reviews. - Knowledge of loyalty program operations, including earn/burn mechanics, reward structures, point management, and redemption campaigns. - Experience planning and executing customer engagement and loyalty initiatives. - Strong SQL skills with experience working on large datasets (BigQuery preferred). - Experience analyzing transactional, CRM, and customer behavior data. - Experience with Google Analytics 4 (GA4). - Experience building dashboards and reports using tools such as Looker Studio and Python. - Ability to perform campaign performance analysis and measure incremental sales impact. - Experience working with control groups, baseline analysis, and campaign measurement methodologies. - Experience managing external vendors and agency partners. - Strong stakeholder management skills with the ability to collaborate across Marketing, Operations, Finance, Legal, and Technology teams.

• Develop and execute multichannel digital marketing strategies across social media, paid media, SEO, email and content • Design and optimize campaigns that attract high‑quality leads • Leverage modern digital tools, including AI, to enhance efficiency and streamline your workflow • Analyze performance data and translate insights into strategic improvements • Participate in ongoing leadership development and training • Manage your own schedule and workflow with full autonomy • Apply your digital expertise to elevate our global presence

• Participate in the creation of the strategy, design, and execution of customer lifecycle programs. • Focus on marketing automation, CRM integration, data-driven personalization, and AI-enabled engagement. • Build scalable lifecycle frameworks that drive demand generation and improve conversion rates. • Ensure seamless integration between marketing automation platforms, Salesforce CRM, website behavior, and analytics systems. • Enable predictive insights and continuous optimization. • Design and implement end-to-end lifecycle marketing strategies across the full customer journey. • Develop and optimize lead nurturing programs and drip campaigns. • Monitor and analyze lifecycle performance including engagement and conversion rates.