Director, Loyalty Product

Wingstop Restaurants Inc.; Dallas (TX); On-site; USD 130,000 - 190,000; Full time

Benefits offered by this job

Unlimited PTO

Volunteer day

Competitive bonus structure

Stock purchase plan

Health savings account

401k

Life and AD&D insurance

Education Assistance

Wellness reimbursement

Paid parental leave

Job summary

Wingstop Restaurants Inc. is seeking a senior leader to own and evolve our loyalty program, shaping member experience, value exchange, and personalized engagement across guest journeys.

You will partner with product, CRM, analytics, brand marketing, and field teams to drive measurable growth and profitability. The role requires 10+ years in customer marketing and loyalty leadership, with a demonstrated ability to manage complex roadmaps and lead teams in a fast-paced restaurant environment.

Qualifications

• 10+ years of experience in customer marketing and Loyalty Program leadership, restaurant or retail experience highly preferred.
• Experience with Partnerships preferred
• Experience with Loyalty marketing tool sets
• Strong business acumen
• Can handle high volumes of work with ability to prioritize effectively and hit promised timelines
• Ability to understand business objectives and requirements, organize and interpret campaign results, and deliver insights and recommendations in the marketing environment

Responsibilities

• Lead the strategy, evolution, and performance of Wingstop’s loyalty program, including member proposition, guest experience, value exchange, rewards, offers, personalization, and engagement strategy.
• Own the loyalty business roadmap, ensuring priorities are aligned to guest engagement, retention, frequency, digital sales, customer lifetime value, and profitable growth.
• Lead, coach, and develop the Loyalty Product Manager by providing clear direction, ongoing feedback, development support, and accountability for results.
• Define loyalty program goals, success metrics, and performance expectations across acquisition, activation, engagement, redemption, retention, reactivation, and member value.
• Partner with product, CRM, brand marketing, analytics, technology, operations, finance, guest experience, and external vendors to deliver loyalty capabilities and member experience improvements.
• Oversee prioritization of loyalty product initiatives, ensuring the team is focused on the highest-impact opportunities and making clear tradeoffs across business value, guest need, technical complexity, and operational feasibility.
• Lead cross-functional discovery and strategic planning for new loyalty features, offers, rewards, challenges, promotions, lifecycle journeys, and personalization opportunities.
• Build a disciplined test-and-learn agenda to improve member acquisition, onboarding, activation, engagement, frequency, retention, redemption, and incremental sales.
• Partner with analytics, finance, CRM, and brand teams to evaluate loyalty performance, offer effectiveness, incrementality, margin impact, customer behavior, and guest lifetime value.
• Translate performance insights, customer research, behavioral data, and test results into strategic recommendations and future roadmap decisions.
• Ensure loyalty initiatives are practical, scalable, and restaurant-friendly by maintaining a strong feedback loop with operations, guest experience, training, and field teams.
• Identify business risks, technology dependencies, operational impacts, and change management needs across loyalty initiatives to support smooth implementation and adoption.
• Drive alignment on loyalty priorities, timelines, metrics, and decision-making through clear communication, executive-ready storytelling, and consistent cross-functional collaboration.
• Own the executive communication rhythm for loyalty performance, including business reviews, roadmap updates, strategic recommendations, risks, opportunities, and key decisions needed.
• Stay current on loyalty, CRM, restaurant, retail, digital engagement, personalization, and guest experience trends to keep Wingstop competitive, relevant, and differentiated.
• Champion a guest-first, data-informed, and commercially disciplined approach to loyalty across the organization.

Skills

Loyalty marketing leadership

Partnerships

Loyalty tools

Business acumen

Prioritization

Campaign insights

Tools

Loyalty marketing tool sets

Job description

We’re not in the wing business. We’re in the flavor business. It’s been our mission to Serve the World Flavor since we first opened in 1994, and we’re just getting started. 1997 saw the opening of our first brand partner operated Wingstop location, and by 2002 we had served the world one billion wings. It’s flavor that defines us and has made Wingstop one of the fastest growing brands in the restaurant industry.

Above all else – our success is largely due to our people and our core values, or what we call The Wingstop Way of being entrepreneurial, service-minded, fun, and authentic. We believe having a strong people foundation centered on these collective values creates a crave-worthy culture and talented team, as well as ensures our brand is poised for accelerated growth. We all win together.

What We’ll Need

• Lead the strategy, evolution, and performance of Wingstop’s loyalty program, including member proposition, guest experience, value exchange, rewards, offers, personalization, and engagement strategy.
• Own the loyalty business roadmap, ensuring priorities are aligned to guest engagement, retention, frequency, digital sales, customer lifetime value, and profitable growth.
• Lead, coach, and develop the Loyalty Product Manager by providing clear direction, ongoing feedback, development support, and accountability for results.
• Define loyalty program goals, success metrics, and performance expectations across acquisition, activation, engagement, redemption, retention, reactivation, and member value.
• Partner with product, CRM, brand marketing, analytics, technology, operations, finance, guest experience, and external vendors to deliver loyalty capabilities and member experience improvements.
• Oversee prioritization of loyalty product initiatives, ensuring the team is focused on the highest-impact opportunities and making clear tradeoffs across business value, guest need, technical complexity, and operational feasibility.
• Lead cross-functional discovery and strategic planning for new loyalty features, offers, rewards, challenges, promotions, lifecycle journeys, and personalization opportunities.
• Build a disciplined test-and-learn agenda to improve member acquisition, onboarding, activation, engagement, frequency, retention, redemption, and incremental sales.
• Partner with analytics, finance, CRM, and brand teams to evaluate loyalty performance, offer effectiveness, incrementality, margin impact, customer behavior, and guest lifetime value.
• Translate performance insights, customer research, behavioral data, and test results into strategic recommendations and future roadmap decisions.
• Ensure loyalty initiatives are practical, scalable, and restaurant-friendly by maintaining a strong feedback loop with operations, guest experience, training, and field teams.
• Identify business risks, technology dependencies, operational impacts, and change management needs across loyalty initiatives to support smooth implementation and adoption.
• Drive alignment on loyalty priorities, timelines, metrics, and decision-making through clear communication, executive-ready storytelling, and consistent cross-functional collaboration.
• Own the executive communication rhythm for loyalty performance, including business reviews, roadmap updates, strategic recommendations, risks, opportunities, and key decisions needed.
• Stay current on loyalty, CRM, restaurant, retail, digital engagement, personalization, and guest experience trends to keep Wingstop competitive, relevant, and differentiated.
• Champion a guest-first, data-informed, and commercially disciplined approach to loyalty across the organization.

What You’ll Need

• 10+ years of experience in customer marketing and Loyalty Program leadership, restaurant or retail experience highly preferred
• Experience with Partnerships preferred
• Experience with Loyalty marketing tool sets
• Strong business acumen
• Can handle high volumes of work with ability to prioritize effectively and hit promised timelines
• Ability to understand business objectives and requirements, organize and interpret campaign results, and deliver insights and recommendations in the marketing environment

Who You Are

No job is too small. You recognize that the real work happens in the restaurants, and everything we do should support their success. You stay humble, roll up your sleeves, and always look for ways to help. You learn from others and contribute wherever you can.

You care deeply about doing great work and driving results. You’re curious, ask questions, and seek out opportunities to improve. You don’t just point out problems—you bring solutions, ideas, and perspectives that move the team forward.

You take full responsibility for your work and see things through to completion. You aren’t afraid to fail because you know that failure is a part of learning and growth. You take action, move fast, and keep pushing forward.

You lead with empathy, respect, and emotional intelligence. You collaborate effectively, fostering a culture of trust and constructive feedback. You understand the importance of teamwork and ensure that your actions build others up rather than break them down.

You push yourself and others to be better. You embrace healthy conflict, knowing that great ideas and strong teams emerge from honest, constructive conversations. You believe that leaders create leaders and are committed to fostering a culture of growth, challenge, and continuous improvement.

FLAVOR PERKS:

• Unlimited paid time off for exempt employees
• One paid volunteer day of your choice
• Competitive bonus structure for eligible roles
• Team member stock purchase plan
• Health savings or flexible spending account options
• 401k – (dollar for dollar on the first 3% and then 50 cents on the dollar for the next 2% for team member contributions up to 5% of eligible compensation)
• Basic life and AD&D insurance provided
• Education Assistance
• Wellness reimbursement program
• Paid maternity and paternity leave

Fun Is The Best Flavor

• Lunch provided every Tuesday and Thursday in office
• Discount on Wingstop gift cards
• Onsite game room

Wingstop provides equal opportunities for everyone that works for us and everyone that applies to join our team, without regard to sex or gender, gender identity, gender expression, age, race, religious creed, color, national origin, ancestry, pregnancy, physical or mental disability, medical condition, genetic information, marital status, sexual orientation, any service, past, present, or future, in the uniformed services of the United States (military or veteran status), or any other consideration protected by federal, state, or local law.