Role Purpose
The Senior Manager, Loyalty & CRM is responsible for executing and scaling the company’s owned retention programming, including loyalty and lifecycle CRM, to improve customer retention, frequency, and lifetime value.
This role plays a critical execution and learning role in Loyalty Chapter 2, supporting the design, testing, launch, and optimization of a new loyalty value proposition, while operating CRM as the primary activation and experimentation engine.
The role sits within Omni-Customer Intelligence, Analytics & Loyalty and partners closely with Performance Marketing, Digital Commerce Operations, and IT.
Scope & Mandate
- Execute loyalty and CRM programming as always-on retention engines
- Support Loyalty Chapter 2 value proposition launch and scaling
- Operate lifecycle CRM programs that drive repeat behavior
- Enable test-and-learn loops that inform customer intelligence and growth decisions
- Ensure loyalty and CRM activation align with enterprise economic guardrails
Key Responsibilities
Loyalty Redesign and Programming Execution
- Execute the day-to-day operation of the loyalty program
- Support new loyalty value proposition testing, launch readiness, and rollout
- Manage loyalty benefits, offers, and engagement mechanics
- Monitor loyalty performance and surface insights to the Senior Director
- Ensure loyalty activation aligns with defined economics and retention goals
CRM & Lifecycle Activation
- Own CRM lifecycle execution across email, app, and other owned channels
- Build and manage lifecycle journeys (onboarding, repeat, reactivation)
- Partner with Performance Marketing and Commerce to integrate CRM touchpoints
- Ensure CRM is used as an activation and learning layer, not just a messaging channel
Testing, Learning & Optimization
- Execute test plans defined by the Customer Intelligence team
- Partner with Analytics to evaluate performance and customer response
- Translate learnings into program refinements and recommendations
- Maintain discipline around test design, controls, and measurement
Cross-Functional Coordination
- Partner with:
- Performance Marketing on targeting and lifecycle alignment
- Digital Commerce Operations on loyalty and CRM integration on-site
- IT on activation enablement and platform coordination
- Ensure operational readiness for launches, promotions, and peak periods
Vendor & Platform Coordination
- Manage day-to-day execution with CRM and loyalty vendors
- Coordinate campaign builds, deployments, and QA
- Ensure vendors execute against defined priorities and standards
- Escalate issues and opportunities with clarity and solutions
Explicit Role Boundaries (Important)
This role does:
- Execute loyalty and CRM programming
- Operate lifecycle journeys and owned channel activation
- Support loyalty testing, launch, and optimization
- Drive retention-focused execution and learning
This role does not:
- Own loyalty strategy or economics
- Own customer segmentation or modeling
- Own media investment or acquisition strategy
- Own e-commerce optimization or merchandising
- Own martech platform architecture or engineering
Success Metrics
Primary KPIs
- Customer retention and repeat rate (program-level contribution)
- Loyalty engagement and member participation
- CRM lifecycle performance (conversion, frequency lift)
- Quality and velocity of testing and learning
Secondary KPIs
- Campaign execution quality and timeliness
- Cross-channel integration effectiveness
- Operational readiness and reliability
Ideal Background
- 6–9+ years in CRM, loyalty, lifecycle marketing, or retention roles
- Experience executing loyalty or retention programs in retail or omni-channel environments
- Strong operational and program management skills
- Comfortable working in evolving, low-maturity environments
Leadership & Working Style
- Strong executor with learning mindset
- Detail-oriented but commercially aware
- Comfortable operating within guardrails
- Collaborative, pragmatic, and accountable
- Energized by building something that scales
Reporting Relationship
Reports to: Senior Director, Omni-Customer Intelligence, Analytics & Loyalty
Sportsman's Warehouse is an Equal Opportunity Employer
