Loyalty Growth & Personalisation Lead

Greggs; Newcastle upon Tyne; On-site; GBP 110,000 - 150,000; Full time

Benefits offered by this job

Management Bonus up to 30%

Pension with 7% employer contributions

Company car or car allowance

Colleague discount up to 50%

Profit share 10%

25 days annual leave (+1 floating day)

Additional annual leave purchase

Colleague share plans

Private Medical Insurance

Income Protection

Death in service 4x salary

Virtual GP / wellbeing app

Employee Assistance Programme

Savings & discounts

Job summary

Greggs is seeking a Head of Loyalty to own the loyalty strategy, driving personalised experiences and commercial growth through data insight and technology. You will lead a team across Loyalty, CRM, Digital and Finance to evolve the app experience and reward mechanics.

You will shape how we reward, engage and grow our customer base with a strong emphasis on propensity modelling, testing and real-time personalisation, delivering measurable value for millions of Greggs customers.

Qualifications

• Significant experience leading loyalty, CRM or rewards programmes with a data-led approach.
• Experience owning the value logic of a loyalty proposition and designing reward mechanics.
• Strong understanding of propensity, lapse and incrementality modelling.
• Expertise in personalisation to maximise engagement.
• Strong commercial acumen with ROI articulation.
• Ability to work with customer data using SQL or similar tools.
• Knowledge of CDPs and connecting app, CRM data.
• Experience leading cross-functional teams across CRM, data, product or customer functions.
• Collaborative leadership style and excellent communication.

Responsibilities

• Own end-to-end loyalty reward proposition including mechanics, thresholds, investment levels and performance.
• Use insight and uplift analysis to identify behaviours that drive incremental spend and visits.
• Test, learn and optimise loyalty mechanics for measurable return and value.
• Drive LFL growth, visit frequency and customer lifetime value.
• Lead personalisation strategy to maximise engagement and impact.
• Build next-best-action capabilities and real-time personalised experiences.
• Define product vision and roadmap for the loyalty app with prioritised backlog.
• Track app performance metrics (adoption, active users, conversion, retention).
• Turn customer data into actionable insight for loyalty and marketing decisions.
• Identify early signs of customer lapse and develop retention interventions.
• Lead a high-performing cross-functional loyalty team.

Skills

Loyalty leadership

CRM

Rewards programmes

Data-driven decision making

Propensity modelling

Personalisation

Commercial acumen

SQL / data querying

CDPs knowledge

Cross-functional leadership

Tools

SQL

CDPs

Job description

Greggs is seeking a Head of Loyalty to own the loyalty strategy, driving personalised experiences and commercial growth through data insight and technology. You will lead a team across Loyalty, CRM, Digital and Finance to evolve the app experience and reward mechanics.

You will shape how we reward, engage and grow our customer base with a strong emphasis on propensity modelling, testing and real-time personalisation, delivering measurable value for millions of Greggs customers.