Role Description The Manager, Guest Growth & Decisioning is responsible for developing the strategies, audiences, loyalty levers, and personalization capabilities that drive guest frequency, retention, engagement, and lifetime value. This position owns loyalty engagement strategy, audience strategy, segmentation, personalization, lifecycle strategy, and customer engagement governance. The role partners closely with Business Intelligence, Brand, Digital, Paid Media, Operations, and agency partners to ensure guest intelligence is consistently converted into actions that create measurable business impact. Success in this role requires a unique blend of loyalty, CRM, lifecycle marketing, customer engagement, analytics, and strategic thinking. Key Responsibilities - Loyalty, Retention & Guest Growth - Lead loyalty engagement, retention, reactivation, and member growth strategies - Develop strategies that increase guest frequency, engagement, and lifetime value - Identify opportunities to strengthen loyalty member acquisition, onboarding, activation, and retention - Recommend enhancements to loyalty benefits, rewards, offers, and engagement initiatives - Partner across teams to ensure loyalty strategies align with broader business objectives and growth priorities - Audience Strategy & Personalization - Own audience strategy, segmentation frameworks, and targeting approaches - Develop personalization strategies across digital, loyalty, and customer engagement touchpoints - Define audience eligibility, prioritization, and engagement approaches - Recommend guest-centric offer and engagement strategies based on behavior, value, and business objectives - Ensure a consistent decisioning approach across customer touchpoints and channels - Customer Engagement Strategy & Governance - Own customer engagement strategy across email, SMS, push, loyalty, and other guest touchpoints - Establish audience governance, contact strategy, exclusion rules, prioritization frameworks, and lifecycle standards - Develop customer journey strategies and lifecycle engagement recommendations - Serve as the business owner and subject matter expert for customer engagement platforms and lifecycle marketing capabilities - Partner with activation teams and agency partners to ensure strategies are executed effectively and consistently - Decisioning & Growth Strategy - Translate guest intelligence into actionable business recommendations - Identify, prioritize, and communicate guest growth opportunities - Lead testing, experimentation, and optimization initiatives focused on guest behavior and engagement - Partner with Business Intelligence to prioritize analytical workstreams and evaluate results - Develop recommendations that influence loyalty, personalization, retention, and customer engagement strategies - Cross Functional Leadership - Partner with Business Intelligence, Brand, Digital, Paid Media, Operations, and agency partners to align priorities and growth strategies - Influence cross-channel activation through audience, personalization, loyalty, and engagement recommendations - Present insights, opportunities, and recommendations to leadership and cross-functional stakeholders - Champion guest-centric decision making across the organization - Help build the processes, capabilities, and operating model that support a more decisioning-led organization Qualifications - 7+ years of progressive experience in loyalty, CRM, lifecycle marketing, customer engagement, personalization, customer growth strategy, or related consumer marketing disciplines - Strong strategic thinking skills with the ability to translate guest intelligence into business actions and growth opportunities - Demonstrated experience developing loyalty, retention, lifecycle, personalization, and customer engagement strategies that drive measurable business results - Experience developing audience strategies, segmentation frameworks, lifecycle programs, and retention initiatives - Strong analytical capabilities with the ability to interpret data, identify opportunities, and develop actionable recommendations - Experience leveraging customer data, loyalty data, behavioral insights, analytics, and testing to influence business decisions and drive growth outcomes - Understanding of customer engagement platforms, marketing automation, loyalty platforms, and customer journey orchestration - Knowledge of audience governance, contact strategy, segmentation, personalization, and lifecycle marketing best practices - Experience designing, evaluating, and scaling testing and optimization initiatives - Ability to influence cross-functional teams and build alignment across multiple stakeholders without direct authority - Strong communication, presentation, storytelling, and executive influence skills - Comfortable working with Business Intelligence, analytics teams, agency partners, and cross-functional stakeholders to solve complex business problems - Demonstrated ability to prioritize competing opportunities and drive results in a fast-paced environment - Strong project management and organizational skills with a high level of accountability - Experience managing agency, technology, and vendor relationships - Proficiency with Microsoft Office Suite, including Excel and PowerPoint Preferred Qualifications - Experience with customer engagement, CRM, loyalty, or marketing technology platforms such as Salesforce Marketing Cloud, Braze, SessionM, Iterable, or similar platforms - Experience with customer analytics, audience segmentation, lifecycle marketing, personalization, and testing methodologies - Experience translating customer insights into audience, offer, personalization, and engagement strategies - Restaurant, hospitality, retail, eCommerce, consumer loyalty, or customer engagement experience strongly preferred - Bachelor's degree in Marketing, Business, Analytics, Hospitality, or related field required, or equivalent combination of education and experience Compensation Range $97,400.00 - $134,000.00