Director, Loyalty and Retention Strategy

The Director of Loyalty and Retention Strategy will lead the strategy, evolution, and performance of Caruso Signature, a loyalty ecosystem, while owning retention and CRM strategy across the portfolio. This role balances analytical rigor with guest-centric creativity, ensuring rewards, communications, and the app experience is differentiated, experiential, and on-brand.

Requirements

• Own the long-term strategy and roadmap for the Caruso Signature loyalty program, including rewards, benefits, tiers, experiential offerings, and program innovation
• Define and lead the enterprise retention and CRM strategy, including lifecycle design, audience segmentation, personalization principles, monetization strategy, and communication frameworks
• Establish clear success metrics and measurement frameworks tied to visitation, frequency, retention, and lifetime value
• Serve as the strategic owner of the loyalty and CRM technology ecosystem, including Zeta (Marigold) and Salesforce Marketing Cloud / Data Cloud
• Troubleshoot and optimize loyalty platform capabilities to improve performance and member experience
• Interpret raw performance data and insights to inform strategy, identify opportunities, and guide prioritization
• Lead complex, cross-functional initiatives requiring alignment across Marketing, IT, Operations, and Brand Partnerships teams
• Define a roadmap for improving the overall loyalty and app experience, ensuring rewards, communications, and features feel cohesive and differentiated
• Provide strategic direction and oversight to agency and contract partners, setting clear objectives, success metrics, and accountability frameworks.