Overview
1-800-Flowers.com, Inc. has consistently been at the forefront of innovation and customer experience for more than 40 years. This highly visible, enterprise role powers our Loyalty, Retention, and Customer Growth strategy across all brands within our portfolio, including 1-800-Flowers, Harry & David, Cheryl’s Cookies, Personalization Mall, The Popcorn Factory, Shari’s Berries, and more.
We are seeking a customer-centric, data-driven leader who challenges the status quo, delivers measurable results, and brings creative yet disciplined approaches to growth. Maintaining leadership in the gifting space requires continuous innovation, bold thinking, and a relentless focus on customer behavior and economics.
The Senior Director of Loyalty, Retention & Growth will own the enterprise loyalty growth engine, accountabile for driving incremental purchase frequency, retention, customer lifetime value (CLV), and contribution margin per customer. This role is responsible for ensuring Loyalty is not a benefit program, but a measurable, EBITDA-conscious growth lever that reduces reliance on paid acquisition and strengthens long-term customer relationships.
This leader will define the strategic roadmap, financial model, and operating rhythm for Loyalty—pairing clear customer value with disciplined experimentation, omnichannel activation, and continuous optimization.
Key Responsibilities
Loyalty Strategy & Program Roadmap
- Define and own the multi-year enterprise loyalty strategy, including program architecture, member value proposition, tiering, benefits, and customer positioning.
- Own the Free → Paid loyalty funnel, including membership mix, upgrade rates, renewal performance, and paid-tier penetration.
- Establish a loyalty operating rhythm that ensures continuous improvement through structured testing, optimization, and performance reviews.
- Translate enterprise growth goals into loyalty initiatives that drive incremental revenue, frequency lift (1x → 2x+), and retention—not just engagement.
Omnichannel Lifecycle & Journey Leadership
- Lead loyalty lifecycle strategy and activation across app-first and owned channels, including Push, in-app journeys, Email, SMS, Direct Mail, and onsite experiences.
- Ensure all loyalty communications are explicitly tied to behavioral objectives (activation, repeat purchase, upgrade, renewal), not just message delivery.
- Develop and manage a loyalty promotional calendar that balances customer value with margin discipline and long-term profitability.
- Partner with CRM Ops and channel teams to ensure consistent execution, personalization, and scalable activation.
Measurement, Forecasting & KPI Ownership
- Own the loyalty business case and performance scorecard, including member acquisition, engagement, upgrade, renewal, and retention forecasting.
- Drive measurement frameworks focused on incrementality and profitability, including test vs. control, holdouts, and cohort analysis.
- Make data-backed recommendations to improve program ROI, contribution margin, and long-term value creation.
Personalization & Customer Experience Innovation
- Leverage customer data, segmentation, and behavioral insights to create relevant, personalized loyalty experiences that reduce incentive waste.
- Identify opportunities to improve the end-to-end member journey (join → earn → redeem → renew → advocate).
- Lead enhancements to loyalty journeys, triggered programs, and lifecycle touchpoints to increase frequency and reduce churn.
Platform, Data & Operational Excellence
- Own loyalty platform capabilities and performance; identify feature, data, and technology needs to support roadmap delivery.
- Partner with Martech, Analytics, and Data teams to ensure loyalty data is accurate, actionable, and usable across activation channels.
- Ensure loyalty reporting, tagging, and performance measurement are consistent, scalable, and decision-ready.
Cross-Functional Leadership & Enterprise Alignment
- Serve as the enterprise loyalty lead, aligning Brand, Product, Analytics, Merchandising, Customer Service, and Technology around shared loyalty goals.
- Influence stakeholders and align teams around financial and behavioral loyalty KPIs, not vanity metrics.
- Build and lead a high-performing team culture focused on speed, accountability, experimentation, and customer obsession.
Qualifications
- 10–12+ years of experience in Loyalty, CRM, Retention, or Lifecycle Marketing with a proven track record of launching and scaling omni-channel loyalty programs.
- Strong strategic and analytical orientation with the ability to translate customer behavior into financial outcomes and growth plans.
- Deep understanding of loyalty economics, including incrementality, liability, breakage, margin impact, and incentive optimization.
- Experience leading cross-functional initiatives across Marketing, Product, Data, and Technology.
- Strong command of app-first lifecycle marketing and CRM best practices (Push, in-app, Email, SMS, Direct Mail, onsite).
- Entrepreneurial mindset—comfortable operating lean, moving quickly, and building from 0→1 and 1→10.
- Experience managing teams and developing talent.
- Digital/eCommerce experience preferred; retail experience strongly preferred.
