Director of Lifecycle Management and Loyalty

It's fun to work in a company where people truly believe in what they are doing. At Dutch Bros Coffee, we are more than just a coffee company. We are a fun-loving, mind-blowing company that makes a difference one cup at a time. 

It's fun to work in a company where people truly believe in what they are doing. At Dutch Bros Coffee, we are more than just a coffee company. We are a fun-loving, mind-blowing company that makes a difference one cup at a time.

Position Overview:

The Director of Lifecycle Management will play a critical role on the Digital Marketing team, shaping the strategy and roadmap for increased customer engagement. This role will be responsible for developing robust CRM journeys to increase frequency and retain guest behavior through digital communications and loyalty promotions. In addition, this role will be tasked with developing ongoing engagement levers within the loyalty program as well as helping to shape the ongoing evolution of the loyalty program. 

This position requires the ability to deeply understand the business and customer behavior as well as have the ability to creatively implement programs that drive customer behavior. It will be at the forefront of growing our customer base and increase overall customer value and will require extensive cross-functional engagement throughout the entire organization.

Job Qualifications:

• Bachelor's degree in Marketing, Business, or similar discipline (or equivalent experience)

• 10+ years of leadership experience with loyalty, CRM, and/or personalization

• Proven success building scaled strategies that drive revenue growth across multiple disciplines

• A constant learner, with deep knowledge of the current best practices in loyalty/CRM marketing

• 2+ years of hands-on experience in marketing automation/orchestration and technology, understanding key components of marketing technology stacks (CDP, ESP, loyalty programs, online ordering, etc.)

• 2+ years experience in a digital systems capacity (POS, CRM, Online Ordering, etc.)

• Proficient in spreadsheet software (Excel/Google Sheets) including formulas, data tables, graphs, etc.

• Strong business acumen with ability to synthesize data and clearly articulate the insight and recommended action

Location Requirement: 

This role is located in Tempe, Arizona. This position is required to be in office 4 days per week (Mon-Thurs); Fridays are optional remote work days.

Key Result Areas (KRAs):

• Lead strategic roadmap and priorities for loyalty program in service of growing the customer base, increasing frequency and retention of our loyalty guests

• Own strategic planning of CRM communications, promotions, and developing robust customer journeys through digital communication channels (onboarding, churn prevention, loyalty moments, etc)

• Develop and implement omni-channel personalization strategy - leveraging data to inform what matters to drive ongoing behavior of the loyalty guest

• Partner with Data and Insight and Finance Analytics team to develop deep understanding of customer behavior, attitudes, and marketing effectiveness to constantly optimize and make recommendations to enhance loyalty and lifecycle management marketing levers

• In partnership with finance and IT define and continue to enhance customer data model, focused on gaining increased customer understanding and actioning through our Martech tools

• Develop strategies to enhance our loyalty position and increase customer engagement through our app, in service of growing customer retention and frequency

• Partner cross-functionally with marketing to ensure communication and lifecylce strategy comes to life within the broader brand communication framework

• Acquire a comprehensive understanding of our data sources and architecture, and grasp how they impact customer segmentation and marketing enablement. Use this knowledge to develop robust and effective audience/segmentation strategies

• Regularly update your expertise in cross-channel messaging and stay abreast of feature enhancements to keep the loyalty and order ahead touch points relevant and ahead of the curve

Skills:

• Business Acumen 

• Adaptability 

• CRM Strategy

• Customer Segmentation 

• Omni Channel Orchestration 

• Technology Marketing 

• Strategic Thinking

Physical Requirements:

• In-Office Environment: Must be able to work in a busy, crowded, and loud office with frequent distractions and interruptions.

  • Must be able to collaborate in-person with occasional impromptu in-person meetings 

• Office Conditions: Adaptability to typical office conditions, which may include exposure to air conditioning, heating, artificial lighting, and varying noise levels.

• Mobility: Ability to sit, stand, reach, twist, stretch, and work at a desk for long stretches.  Must be able to occasionally move or lift office items up to 25 pounds.

• Hearing Requirements: Hearing must be sufficient or correctable to ensure clear understanding of spoken information, including participating in virtual meetings and phone calls. Use of hearing aids or other assistive devices is acceptable if needed.

• Reading and Writing Proficiency: Ability to read and write in English is essential for processing documents, drafting reports, and following up on necessary actions. Proficiency in written communication is required to handle job-related tasks effectively.

• Vision Requirements: Vision must be adequate or correctable to perform essential job duties, such as reading documents on a computer screen and using other visual tools. Use of corrective lenses or other measures to meet visual requirements is expected if needed.

• Technology Proficiency: Must be proficient in operating a computer and other office productivity tools such as printers, scanners, and collaboration software. 

• Effective Communication: Must possess strong verbal and written communication skills to interact effectively with team members, clients, and other stakeholders via email, video conferencing, and other in office.

Compensation:

DOE

If you like wild growth and working in a unique and fun environment, surrounded by positive community, you'll enjoy your career with us!