Senior Loyalty Manager

Iceland Food Group; Birkenhead; On-site; GBP 60,000 - 90,000; Full time

Benefits offered by this job

Healthcare & cash back

Store discounts

On-site restaurant

Partner discounts

Wellbeing support

Job summary

Iceland Foods in Birkenhead is seeking a Senior Loyalty Manager to define and lead the online loyalty strategy, driving customer retention, frequency and lifetime value across our ecommerce platforms. You will own the loyalty proposition end-to-end, partner with CRO, UX and product teams, and translate business objectives into actionable loyalty priorities to deliver measurable commercial growth.

The role requires influencing senior stakeholders and managing data-led experiments to optimise

Qualifications

• Extensive experience managing a loyalty proposition.
• Strong commercial and analytical capability.
• Deep understanding of ecommerce customer journeys.
• Experience influencing senior stakeholders.
• Grocery or FMCG ecommerce experience.
• Experience launching or transforming loyalty programmes.
• Knowledge of CRM and loyalty platforms.

Responsibilities

• Define and own the online loyalty vision and roadmap for Iceland.
• Lead the evolution of the loyalty proposition.
• Ensure the loyalty offer is distinctive and commercially viable.
• Translate business strategy into clear loyalty priorities.
• Own loyalty performance including retention, frequency and CLV.
• Manage loyalty business cases and forecasting.
• Identify incremental revenue and margin opportunities.
• Optimise programme economics through test-and-learn.
• Embed loyalty across online customer journeys.
• Work with CRO, UX and product teams.
• Use loyalty to support wider ecommerce growth initiatives.
• Leverage first-party data for segmentation and targeting.
• Partner with CRM and insight teams.
• Champion experimentation and data-led decisions.
• Act as the senior loyalty lead across the business.
• Influence senior stakeholders.
• Manage technology partners and suppliers.

Skills

Loyalty strategy

Commercial analysis

Ecommerce journeys

Stakeholder influence

Job description

As one of the Best Big Companies to Work For, we have a rich history of loving our customers and looking after our teams.

We understand that success is achieved through our people, and we are searching for a Senior Loyalty Manager to join our growing business.

Purpose of the role:

The Senior Loyalty Manager is accountable for defining and leading Iceland Foods online loyalty strategy, driving customer retention, frequency and lifetime value. This role owns the end-to-end online loyalty proposition, ensuring it delivers tangible commercial growth, deepens customer relationships and differentiates Icelands online offer in a highly competitive grocery market.

Key Responsibilities:

• Online Loyalty Strategy & Proposition
• Define and own the online loyalty vision and roadmap for Iceland
• Lead the evolution of the loyalty proposition
• Ensure the loyalty offer is distinctive and commercially viable
• Translate business strategy into clear loyalty priorities
• Commercial Ownership & Performance
• Own loyalty performance including retention, frequency and CLV
• Manage loyalty business cases and forecasting
• Identify incremental revenue and margin opportunities
• Optimise programme economics through test-and-learn
• Ecommerce & Customer Experience
• Embed loyalty across online customer journeys
• Work with CRO, UX and product teams
• Use loyalty to support wider ecommerce growth initiatives
• Data, Insight & Personalisation
• Leverage first-party data for segmentation and targeting
• Partner with CRM and insight teams
• Champion experimentation and data-led decisions
• Cross-Functional Leadership
• Act as the senior loyalty lead across the business
• Influence senior stakeholders
• Manage technology partners and suppliers

Skills & Experience

Essential

• Extensive experience managing a loyalty proposition.
• Strong commercial and analytical capability
• Deep understanding of ecommerce customer journeys
• Experience influencing senior stakeholders

Desirable

• Grocery or FMCG ecommerce experience
• Experience launching or transforming loyalty programmes
• Knowledge of CRM and loyalty platforms
• What Success Looks Like
• Improved customer retention, frequency and lifetime value across online and instore.
• Clear commercial ROI from loyalty initiatives
• Loyalty embedded across the customer journey
• Strong internal alignment around loyalty as a growth lever

Benefits and rewards:

• Best Place to Work 2026
• Supportive and collaborative team
• Healthcare and cash back plans
• 15% discount in our stores and 30% discount in our group restaurants
• Partner discounts
• Subsidised on site restaurant and Costa (Head Office)
• Mental, physical and financial wellbeing support