JOB SUMMARY:
The Manager, Loyalty & Engagement supports the development and execution of go-to-market plans that drive acquisition, engagement, retention, frequency, and long-term guest value across loyalty, membership, and fan engagement initiatives. Reporting to the Senior Manager, Loyalty & Engagement Go-To-Market Strategy, this role partners closely with Loyalty & Engagement Portfolio Strategy, Commercial GTM teams, Marketing Activation, Audience Strategy, Product Strategy, and Operations teams to bring loyalty and engagement initiatives to market.
This role is accountable for the day-to-day development, evolution, and commercialization of member benefits, experiences, and engagement programs within the strategic, operational, and financial guardrails established by Loyalty & Fan Engagement Portfolio & Commercial Products Strategy teams. The role serves as the bridge between portfolio strategy and activation teams, translating strategic objectives into tangible member offerings and experiences that drive guest value and business performance.
MAJOR RESPONSIBILITIES:
Go-To-Market Strategy
- Support development and execution of integrated GTM plans for loyalty and engagement initiatives.
- Coordinate cross-functional planning activities to ensure alignment on audiences, offers, messaging, timing, channels, and launch requirements.
- Partner with activation teams to ensure initiatives are executed consistent with GTM objectives and priorities.
- Translate business objectives into actionable commercialization and activation plans that deliver measurable outcomes.
Annual Pass & Membership Programs
- Own the day-to-day development and evolution of membership benefits, experiences, recognition programs, and engagement initiatives within the strategic guardrails established by Loyalty & Fan Engagement Portfolio Strategy.
- Translate portfolio strategy into executable member value propositions, offerings, and benefit structures that support acquisition, retention, engagement, and frequency goals.
- Support the go-to-market planning and commercialization of Annual Pass and membership-related initiatives.
- Coordinate stakeholder alignment across Pricing, Global Brand & Commercial, Commerce, Operations, Legal, Finance, and Technology teams to ensure benefits and experiences can be operationalized successfully.
- Evaluate member, guest, operational, and business performance insights to identify opportunities to enhance the membership experience and member value proposition.
- Monitor initiative performance and identify opportunities for optimization and continuous improvement.
Fan Engagement & Community Programs
- Support commercialization and GTM planning for fan engagement programs, creator programs, and community-building initiatives.
- Develop engagement concepts, experiences, and activation approaches that strengthen fan affinity and deepen relationships with key audiences.
- Translate strategic direction into actionable campaign and activation plans.
- Coordinate implementation across partners and activation teams to ensure seamless execution.
- Identify opportunities to enhance fan engagement offerings based on guest feedback, performance insights, and evolving business priorities.
Partnership & Loyalty Activation Support
- Support GTM planning related to loyalty and membership partnerships, including partner-owned membership ecosystems and co-branded programs.
- Coordinate delivery of marketing requirements, activation plans, measurement plans, and stakeholder alignment.
- Ensure partner opportunities are integrated into broader destination commercial priorities.
- Support the development of partnership benefits and member-facing experiences that enhance overall program value.
Performance Monitoring & Optimization
- Track performance of loyalty and fan engagement initiatives against established goals.
- Partner with Analytics and Planning & Intelligence teams to identify opportunities for optimization.
- Support development of post-launch assessments, recommendations, and learnings.
- Leverage guest, member, and business insights to improve future GTM planning, benefit design, and activation effectiveness.
- Recommend enhancements to member benefits, experiences, and engagement programs based on performance results and evolving guest expectations.
- Understands and actively participates in Environmental, Health & Safety responsibilities by following established UO policy, procedures, training and team member involvement activities.
- Performs other duties as assigned.
QUALIFICATIONS:
- Project Management
- Writing
- Planning & Development
- Negotiate
- Sales & Marketing
- Develop and conduct presentations.
- Provides direction.
- Microsoft Office
- Reasonable accommodation may be made to enable individuals with disabilities to perform the essential functions.
- Consistent attendance is a job requirement.
EDUCATION:
- Bachelor's degree from a four-year college or university in Marketing, Public Relations or Communications required.
- MBA is a plus.
EXPERIENCE:
- 5+ years marketing experience required;
- or equivalent combination of education and experience.
Your talent, skills and experience will be rewarded with a competitive compensation package.
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