Director, Loyalty & Marketing Analytics

Additional Considerations (if any):

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At Hy-Vee our people are our strength. We promise “a helpful smile in every aisle” and those smiles can only come from a workforce that is fully engaged and committed to supporting our customers and each other.

Job Description:

Job Title: Director, Loyalty & Marketing Analytics

Department: Marketing

FSLA: Exempt

General Function

The Director, Loyalty & Marketing Analytics is responsible for developing and executing strategies to enhance customer loyalty, drive engagement, and generate data-driven insights to improve business decisions. This role will lead loyalty program initiatives, analyze consumer behavior, and leverage analytics to optimize customer retention and acquisition and increase sales for Hy-Vee.  

Core Competencies

• Customer focused

• Results oriented

• Growth mindset

• Professional

Reporting Relations

Accountable and Reports to: Senior Vice President, Marketing Operations & Loyalty

Positions that Report to This Role:

Loyalty Planner

Senior Manager Marketing Analytics

Primary Duties and Responsibilities

Loyalty Program Management

• Oversee the development, execution, and optimization of customer loyalty programs to drive engagement and repeat business.

• Collaborate with marketing, merchandising, and operations teams to create personalized offers, promotions, and rewards that enhance customer experience.

• Monitor loyalty program performance, ensuring ROI through data-driven decision-making.

• Identify opportunities to improve program adoption, participation, and effectiveness.

Customer Analytics

• Develop data-driven recommendations to enhance marketing strategies, product assortment, and customer experience.

• Utilize loyalty data and external research to segment customers and tailor marketing efforts.

• Identify key customer cohorts and build models to predict churn, lifetime value, and purchasing behavior.

Marketing Performance Analytics

• Develop frameworks to measure and report on the effectiveness of marketing campaigns, promotions, and media spend.

• Provide actionable insights and recommendations to optimize marketing ROI.

Personalization & Targeting

• Drive initiatives around personalized offers, content, and communication using first-party and transactional data.

• Partner with digital and eCommerce teams to enhance personalized experiences in digital channels.

Data Leadership

• Lead a team of analysts; foster a data-driven culture within the organization.

• Ensure data quality, governance, and ethical use of customer data.

Cross-Functional Collaboration & Leadership

• Act as a liaison between marketing, merchandising, operations, and IT to ensure alignment of loyalty and insights strategies.

• Present key insights and recommendations to senior leadership to inform business decisions.

• Stay ahead of industry trends, emerging technologies, and competitive landscape in loyalty and consumer insights.

Knowledge, Skills, Abilities, and Worker Characteristics

• Must be detail oriented, a self-starter and enjoy working in a fast-paced environment

• Excellent leadership, team building, and problem-solving skills

• Ability to manage multiple tasks at once and meet deadlines

• Experience in campaign design and management

• Strong project management skills

Experience and Education

• Bachelor’s or Master’s degree in Marketing, Business, or a related field

• 7 – 10+ years of consumer insights and/or loyalty experience with proven track record of launching and scaling loyalty programs for Fortune 500 retail companies.

• Experience running loyalty adjacent credit programs.

• Strong understanding of customer data analytics, and personalization strategies.

• Proficiency in research tools such as Qualtrics, Nielsen, Google Analytics, or similar platforms

• Expertise in survey design, focus groups, behavioral analytics, and segmentation strategies

• Proven track record of driving revenue growth through innovative marketing strategies

• Experience in grocery retail is a plus

Supervisory Responsibilities (Direct Reports):

Loyalty Planner

Senior Manager Marketing Analytics

Physical Requirements

• This position may require some traveling and overnight stays.

• Visual requirements include ability to see detail at near range with or without correction

• Must be physically able to exert up to 20 pounds of force occasionally; exert up to 10 pounds of force to move objects as well as perform sedentary work

• Must be able to perform the following physical activities: kneeling, crouching, reaching, handling, grasping, feeling, talking, hearing, and repetitive motions.

Working Conditions

The duties of this position are performed in a general office setting. There is frequent pressure to meet deadlines and handle multiple tasks a day.

Equipment Used to Perform Job

Laptop, telephone, copier, fax, printer, PC/Mac with Microsoft Office programs and other software relevant to the position

Contacts

Has frequent contact with company officers and office personnel in other departments related to the position. Has frequent contact with vendors and stores.

Confidentiality

Has access to confidential information

Are you ready to smile, apply today.