Executive Director, Loyalty Programming

Job Description:

Summary:

The remit for this role will be to design a program that creates a wide-ranging set of fan benefits that will drive short- and long-term value for the fans and revenue for the organization. You will:

• Build the long-term strategy and roadmap of the program.

• Launch a 2024 program that is already in development with the goal of deriving insights and takeaways to implement in future years.

• Build a profitable, data-driven business.

• Report to the Vice President of Consumer Marketing and Media.

Essential Duties & Responsibilities:

• Lead cross-functional team projects across a broad set of stakeholders, clearly aligning on business and data needs, managing aggressive timelines, and delivering results tailored to program requirements.

  • Work with Sales regarding the Season Ticket Stakeholder segment to drive long term value, renewal rates and overall satisfaction across segment tiers.

  • Work with Marketing and Sales regarding the Single Game Ticket buyers to drive incremental purchases of game tickets, in-park purchases and other experiences.

  • Work with Marketing and Insights to engage the non-paying and/or remote fan segment to create and deliver a value proposition that monetizes their engagement.

  • Work with Technology Solutions to best utilize our platform technology.

  • Work with Consumer Products and Hospitality to best align on benefits across all segments.

  • Work with Finance to manage investment and business results.

  • Work with Legal to develop and implement all necessary terms & conditions.

• Lead marketing communication strategy, including development and execution of the communication plans across various fan segments.

  • This includes both recruitment and retention-based communications.

• Develop, optimize, and communicate program enhancements in line with the long-term strategic vision.

• Drive innovation through competitive assessment, market research and member engagement analysis.

• Ensure best-in-class member experience by delivering key program enhancements.

• Continue to optimize program construct, inclusive of member level tiers and associated benefits, earning structure, and redemption structure.

• Work with Major League Baseball counterparts to ensure league compliance and facilitate the roll-out.

Qualifications:

• Degree in Strategic Planning or Marketing is preferred.

• 7+ years of progressive work-related experience in marketing and loyalty.

• Experience in and passion for loyalty marketing, rewards programs and customer experiences.

• Strong understanding of key drivers of customer behavior, program development, communications.

• Ability to work with, manipulate, and draw conclusions and recommendations from large sets of data.

• High degree of commercial awareness with ability to grasp complex business issues.

• Data driven marketer who can leverage analytics to inform and create high impact strategies and value proposition development.

• Solid understanding of analytics and research methodology.

• Passion for understanding consumer insights and consumer behavior.

• Experience in leading a team.

• Knowledge of segmentation and targeting strategies.

• Strong communication skills, both written and verbal.

The above information is intended to describe the general nature, type, and level of work to be performed. The information is not intended to be an exhaustive or complete list of all responsibilities, duties, and skills required for this position. Nothing in this job description restricts management’s right to assign or reassign duties and responsibilities to this job at any time. The individual selected may perform other related duties as assigned or requested.

The New York Mets recognize the importance of a diverse workforce and value the unique qualities individuals of various backgrounds and experiences can offer to the Organization. Our continued success depends heavily on the quality of our workforce. The Organization is committed to providing employees with the opportunity to develop to their fullest potential.

Salary Range: