Director, Loyalty & Membership

anaheimducks; Anaheim (CA); On-site; USD 165,000 - 205,000; Full time

Job summary

OCVIBE is seeking a Director of Loyalty & Membership to lead the loyalty program strategy in Orange County. You will translate the approved membership framework into a multi-year roadmap and own the integrated loyalty roadmap across operations, experience, platform capabilities and readiness.

You will drive the member journey from Join to Drive, define journeys, audiences, triggers and offers, and ensure recognition and entitlements are consistently activated across the experience.

Responsibilities

• Translate the approved OCVIBE membership strategy and framework into an executable multi-year program roadmap.
• Own the integrated loyalty roadmap across program operations, member experience, platform capabilities, lifecycle engagement and organizational readiness.
• Identify capability, process, resource and organizational requirements needed to scale the program.
• Partner with relationship owners on the introduction and activation of new statuses, ensuring the membership platform consistently recognizes and operationalizes those relationships.
• Own the member journey - Join (acquisition/enrollment), Attend (activation), Drive (retention) - and the behavioral objectives within each stage, including cross-pollination across OCVIBE experiences and participation across the district, not just within a single business.
• Translate Join, Attend and Drive objectives into executable journeys, audiences, triggers, offers, communications and recognition mechanics in partnership with the teams that own the underlying customer relationships and channels.
• Own the integrated member recognition experience, ensuring statuses, recognition, achievements and associated entitlements are consistently activated, surfaced and communicated across the member journey.
• Establish the day-to-day operating model for OCVIBE Loyalty, including workflows, SLAs, approvals, escalation paths and recurring operating cadences.
• Lead end-to-end launch readiness across program, marketing, digital product, CRM, data, technology, venue operations and participating businesses.
• Establish campaign and offer intake, configuration, QA, approval, launch and post-launch review processes.
• Define member servicing and exception-management processes, including offer, badge, status and account-related escalations.
• Establish change-management processes for program rules, platform configuration, benefits, offers and member-facing experiences.
• Establish post-launch operating health and issue-management routines, ensuring member-facing, operational and platform issues are identified, triaged, resolved and incorporated into continuous improvement.
• Build the future Loyalty Operations organization and define the capabilities and roles required as the program scales.
• Own the ongoing performance of the loyalty program, using membership to drive measurable, incremental changes in visitation, frequency, spend, retention and cross-district participation.
• Identify opportunities within member behavior and translate them into campaigns, offers, experiences and recognition that drive desired actions.
• Partner with OCVIBE businesses and operators to use loyalty to address specific business opportunit

Job description

A great experience starts with you!

Join our team to help create and develop the future of live entertainment and sports in Orange County!

Mission:

To be a place where the everyday becomes extraordinary - and the potential is unlimited. Where every experience can change you

Vision:

We are the gathering place of Orange County

Values:

Be Safe | Do the Right Thing | Be Generous | Include Everyone | Make it Easy | Be Bold

Job Title:

Director, Loyalty & Membership

Pay Details:

The annual base salary range for this position in California is $165,000 to $205,000 per year. The starting pay for the successful candidate depends on various job-related factors, including but not limited to the candidate's geographic location, job-related knowledge, skills, experience, education/training, internal value, peer equity, external market demands, and organizational considerations.

Responsibilities

Program Leadership & Roadmap

Translate the approved OCVIBE membership strategy and framework into an executable multi-year program roadmap.

Own the integrated loyalty roadmap across program operations, member experience, platform capabilities, lifecycle engagement and organizational readiness.

Identify capability, process, resource and organizational requirements needed to scale the program.

Partner with relationship owners on the introduction and activation of new statuses, ensuring the membership platform consistently recognizes and operationalizes those relationships.

Member Lifecycle & Engagement

Own the member journey - Join (acquisition/enrollment), Attend (activation), Drive (retention) - and the behavioral objectives within each stage, including cross-pollination across OCVIBE experiences and participation across the district, not just within a single business.

Translate Join, Attend and Drive objectives into executable journeys, audiences, triggers, offers, communications and recognition mechanics in partnership with the teams that own the underlying customer relationships and channels.

Own the integrated member recognition experience, ensuring statuses, recognition, achievements and associated entitlements are consistently activated, surfaced and communicated across the member journey.

Program Operations & Launch Readiness

Establish the day-to-day operating model for OCVIBE Loyalty, including workflows, SLAs, approvals, escalation paths and recurring operating cadences.

Lead end-to-end launch readiness across program, marketing, digital product, CRM, data, technology, venue operations and participating businesses.

Establish campaign and offer intake, configuration, QA, approval, launch and post-launch review processes.

Define member servicing and exception-management processes, including offer, badge, status and account-related escalations.

Establish change-management processes for program rules, platform configuration, benefits, offers and member-facing experiences.

Establish post-launch operating health and issue-management routines, ensuring member-facing, operational and platform issues are identified, triaged, resolved and incorporated into continuous improvement.

Build the future Loyalty Operations organization and define the capabilities and roles required as the program scales.

Member Growth & Business Performance

Own the ongoing performance of the loyalty program, using membership to drive measurable, incremental changes in visitation, frequency, spend, retention and cross-district participation.

Identify opportunities within member behavior and translate them into campaigns, offers, experiences and recognition that drive desired actions.

Partner with OCVIBE businesses and operators to use loyalty to address specific business opportunit