Loyalty Manager

This role will lead Portillo’s overall CRM strategy, ongoing campaign development, and manage enhancements of new loyalty program, the “Top Dog Perks,” to give guests unique, fun, and engaging Portillo’s experiences to drive engagement and retention. 

The ideal candidate is a strategic thinker and must have a proven track record of managing successful CRM and loyalty campaigns. They have a deep knowledge of digital marketing best practices and emerging trends. This role must have the ability to blend both technical and marketing skillsets and have the ability to create loyalty campaigns that are engaging to guests. This strategic role is responsible for driving enterprise-level loyalty innovation and impacting customer lifetime value, retention, and sales. You are organized and can execute multi-platform initiatives, clearly communicate, and build and execute project timelines effectively.  

Enable our Purpose to create lifelong memories by igniting the senses with unrivaled food and experiences: 

·       Family: Work together to make everyone feel at home, and we step up when someone needs help 

·       Greatness: We’re obsessed with being the best and work hard to continuously improve. Our greatness is rooted in Quality, Service, Attitude, and Cleanliness. 

·       Energy: We move with urgency and passion while maintaining attention to detail 

·       Fun: We entertain our guests, we connect authentically, and we make each other smile 

CORE RESPONSIBILITIES

Greatness: We’re obsessed with being the best and work hard to continuously improve. Our greatness is rooted in Quality, Service, Attitude, and Cleanliness. 

·       Lead the development and execution of loyalty strategies, identifying customer segments within the Top Dog Loyalty Program and creating 1:1 marketing efforts to drive incremental visits. 

·       Align loyalty strategies with broader organizational goal of driving guest frequency. 

·       Manage loyalty program budget, optimize resource allocation, and drive measurable ROI. 

·       Partner with third party vendors for feature enhancements and balance ROI and LOE. 

·       Oversee the strategy for loyalty program guests, managing email, push, and SMS campaigns with dynamic content. This includes email/push/SMS messaging for recurring, triggered and dynamic content-driven campaigns.  

·       Advise leadership on long-term CRM and loyalty trends and their implications for the brand. 

·       Ideate and pilot loyalty initiatives that could transform guest interactions, such as experiential rewards or partnerships. 

·       Integrate loyalty strategies across multiple channels (e.g., in-restaurant, app/website) and collaborate with internal design team on loyalty program awareness on all channels. 

·       Track guest behavior events and analyze effectiveness to refine strategies. 

·       Develop and bring to life guest journeys and lead/manage CRM testing strategies. 

·       Manage and interpret weekly reporting for all CRM channels, including engagement metrics and elevating recommendations for next actions/strategies based on key results/insights. 

Fun: We entertain our guests, we connect authentically, and we make each other smile 

·       Spearhead gamification initiatives and personalized challenges to enhance guest experiences, including exclusive merchandise, gift cards, and food rewards. 

·       Set CRM roadmap, testing goals, and priorities, ensuring that campaigns are executed flawlessly, and milestones are met on time. 

·       Drive new ideas and innovative loyalty strategies that align with Portillo’s brand values and guest needs. 

Family: Work together to make everyone feel at home, and we step up when someone needs help 

·       Collaborate with Marketing, Off Premise, Strategy, Finance and IT teams to ensure that loyalty campaigns are communicated and executed effectively across all guest touchpoints. 

·       Direct collaboration with C-suite executives to communicate program performance, justify budgets, and propose strategic loyalty initiatives. 

Energy: We move with urgency and passion while maintaining attention to detail 

·       Analyze and present industry trends, competitor programs, and emerging technologies to ensure Portillo’s loyalty program remains a leader in the market. 

·       Ensure compliance with data privacy regulations and internal company policies. 

·       Analyze guest behavior and transaction data to uncover actionable insights that enhance loyalty initiatives. 

·       Continuously monitor and evaluate the performance of loyalty campaigns, adjusting strategies based on KPIs such as customer lifetime value, retention, and engagement metrics. 

·       Provide actionable insights and recommendations to achieve business KPIs as well as loyalty engagement goals. 

·       Produce regular reports on program performance, customer engagement, and return on investment. 

·       Provide insights and recommendations based on data analysis to improve loyalty strategies.

ORGANIZATION RELATIONSHIPS

This position reports to the Director of Marketing. The Loyalty Manager executes projects primarily for the Marketing team led by the Chief Marketing Officer and partners closely with the IT, Off-Premise, Finance, and Strategy teams.

QUALIFICATIONS

Educational Level/Certifications

·       Bachelor’s degree

Work Experience, Qualifications, Knowledge, Skills, Abilities