Senior Manager, Member Engagement - 14 month contract

Dedicated to telling stories and creating experiences, Indigo is always looking for bright, energetic and customer-focused people who can help bring our exciting mission to life in one of our more than 170 Indigo, Indigospirit, Chapters and Coles stores across Canada. We offer a variety of exciting opportunities at our retail stores, distribution centres, and home office for people who share our passions and want to be part of a dynamic and enriching culture.

WHO WE ARE

• We love books and all things beautiful
• We are Canada's Cultural Department Store
• Books are our heart and our soul and Great Books are JUST the Beginning…

We play by the following rules:

• We exist to add joy to our customers' lives each and every time they interact with us and our products
• Our job is to create joyful moments for our customers
• We treat each other the way we'd treat a valued friend
• We inspire each other to do our best work
• We seek to ignite creativity and innovation every day
• We give back to the communities in which we operate

The Senior Manager, Member Engagement, is responsible for growing member engagement (retention, digital engagement, acquisition, and RFM) through offer, partner, and promotional strategies. This role drives innovation in the Plum rewards program, with an ongoing roadmap of new features and benefits to achieve best-in-class engagement across all members. This role also owns the member communication strategy to build community between members and Indigo.

KEY PERFORMANCE METRICS

• Measured improvement in plum member retention, spending and frequency
• Acquisition and renewal rate of plum members and email opt-in
• Number of members who redeem points each year
• Swipe rate and value of customer data asset
• ROI and iROI on loyalty campaigns
• # of plum and plum PLUS members who engage with marketing emails
• Internal stakeholder and project partner satisfaction: strength of relationships with key leaders across Marketing, Merchandising and Channel leadership
• Execution of the departmental plan, resetting priorities and taking corrective action as required
• Employee engagement and growth and development of direct reports

KEY ACCOUNTABILITIES

Strategic

• Develop plum acquisition & engagement strategy; champion this plan with Retail and Digital teams.
• Support on the 3-year+ continuous development roadmap for plum: introduce new benefits to the program, including external partnerships, exclusive experiences, and subscriptions; partner with Indigo Digital and IT teams to execute tech developments
• Build an offer strategy to provide immediate benefits for members each quarter.
• Build a program of events for plum communities across our stores; what is the experience for members vs non-members
• .Create ambassadors for the Plum rewards program via the Plum employee program, engaging employees with relevant program information
• Develop and execute the promotional strategy to improve customer engagement and value perception, with efficient use of discount dollars
• In partnership with CRM Manager, build lifecycle management programs to retain and grow our best members

Functional

• Own the plum opex and bonus points budget and ensure the budget is adhered to
• Execute member promotions, including a strong in-store communications program, cross-functional marketing and event team coordination
• Lead updates to program Terms & Conditions in partnership with the legal team
• Build and deliver the monthly plum newsletter, working with cross-functional and external partners to curate exclusive content and offers
• Challenge the status quo by consistently identifying areas for improvement, diagnosing issues and working to resolve them.

People

• Build strong teams by attracting, retaining and developing the best talent
• Bring out the best in others, empower and constructively stretch talent
• Give authentic feedback on performance and potential
• Ensure all team members understand where they stand and have clear performance objectives aligned with Indigo and department goals
• Accountable for the overall engagement, productivity, turnover and bench strength of the team
• Support the creation and maintenance of a talent succession plan
• Collaborate with others to drive flexible and iterative solutions quickly and easily
• Create an environment where technical skills can be shared among team members
• Help others see the impacts of their efforts & proactively engage other functions to get input
• Encourage others to freely share their point of view and be open to feedback

Cultural

• Model Indigo's beliefs and convey a positive image in everything you do
• Celebrate the diversity of thought and have an open mindset
• Take an active role in fostering a culture of continual learning, taking risks without the fear of making mistakes
• Embrace, champion, and influence change through your team and/or the organization

SCOPE

Reports to: Senior Director, Loyalty

KEY RELATIONSHIPS

Internal:

Director-level relationships in the following teams:

• Customer Intelligence
• Digital Marketing
• Marketing
• Merchandising
• Site Experience
• Programming & Events
• Digital Merchandising
• Retail Operations

External:

• Third-party consultants / vendors including potential financial partners for loyalty, technical vendors for CRM / loyalty, and marketing agencies (e.g., direct mail providers, consumer research); partner brands

QUALIFICATIONS

Work Experience / Education / Certifications

• Post-secondary education completed, preferably business or marketing degree. MBA considered an asset.
• 7+ years of demonstrated experience in loyalty and/or CRM/data-driven marketing, preferably in agency, retail or consumer goods
• Strong project management experience in building new CRM data environments and/or redesigning loyalty programs

Competencies / Skills / Attributes

• Strong drive and results oriented, with a focus on continual improvement
• Strong quantitative analytical skills
• Customer-centric approach
• Creative and innovative approach to problem solving
• Willingness to accept accountability and ownership
• Ability to collaborate and build strong relationships with cross-functional partners

At Indigo, we are committed to our communities, our customers, and each other; together we can make a positive impact. We know that fostering diversity and inclusion brings out your full potential and creates a joyful and welcoming environment for everyone. We are driven to be an equitable employer, which highly values your diverse backgrounds, experiences, and perspectives. We believe that you, in all your uniqueness, belong at Indigo. We welcome all applicants and encourage applications from individuals who identify as Black, Indigenous, a person of colour, LGBTQ2+ and people with disabilities. Accommodations are available upon request to individuals who self-identify as having a disability or special need. Please contact Human Resources at 1 (888) 881-3177 (toll free) or Support-HR@indigo.ca if you require an accommodation at any time during the recruitment process.