Senior Manager, Loyalty & CRM
7 Brew Coffee
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Benefits offered by this job
Job summary
7 Brew Coffee is seeking a Senior Manager, Loyalty & Personalization to lead loyalty and lifecycle marketing across digital channels, collaborating with cross-functional teams to drive visit frequency and lifetime value.
You will own loyalty program strategy, segmentation, and personalized campaigns across app, email, and SMS, translating data-driven insights into actionable recommendations for senior leadership.
Qualifications
- Bachelor’s degree in Marketing, Business, Analytics, Communications, or related field.
- 5–8 years of experience in CRM, loyalty, lifecycle marketing, or related discipline.
- Demonstrated experience developing, managing, and optimizing consumer loyalty or membership programs.
- Strong understanding of lifecycle marketing, customer segmentation, personalization, and marketing automation.
- Experience using customer, transaction, and behavioral data to develop marketing strategies and make business decisions.
- Strong analytical skills with the ability to connect customer behavior and marketing performance to measurable business outcomes.
- Experience with CRM, loyalty, CDP, marketing automation, email, SMS, push notification, or related marketing technology platforms.
- Experience with Salesforce Marketing Cloud and Data Cloud.
- Experience developing testing strategies and measuring incremental program and campaign impact.
Responsibilities
- Manage and execute personalized lifecycle campaigns across acquisition, onboarding, engagement, reactivation, and winback, in alignment with strategy set by the Director.
- Develop customer journeys and triggered communications based on customer behaviors, preferences, purchase history, and lifecycle stage.
- Partner with cross-functional teams to develop and maintain CRM campaign calendar aligned with broader marketing and business priorities.
- Be familiar with best practices across various digital channels, including email, SMS, push notifications, mobile app, web, and gift cards.
- Develop segmentation and personalization strategies that increase relevance and strengthen customer engagement.
- Continuously optimize messaging, cadence, targeting, offers, and channel mix based on performance and customer behavior.
Skills
Education
Tools
Job description
7 Brew is a rapidly expanding drive-thru beverage experience with over 750 locations across 38 states in the U.S. We are one of the fastest-growing QSR brands in the world, with plans to open more domestic locations in 2026.
We're passionate about crafting delicious and unique beverages while providing a fast and friendly customer experience. We believe in creating a vibrant and energetic work environment where our team members can thrive and grow.
Our mission is to cultivate kindness with one tasty drink at a time.
The Senior Manager, Loyalty & Personalization will support strategy and execution of 7 Brew's loyalty program and personalized guest lifecycle experiences across digital channels, partnering closely with the Director, Loyalty & Personalization to bring loyalty and personalization strategies to life.
This role is responsible for the day-to-day management of loyalty campaigns, guest segmentation, and lifecycle marketing programs that drive improvements in visit frequency, retention, and lifetime value across app, email and SMS channels.
This leader will work cross-functionally with marketing, technology, data, and operations partners to ensure loyalty and personalization programs run smoothly, are well-executed, and deliver against goals set by senior leadership.
The ideal candidate is a strategic, customer-obsessed marketer who combines strong analytical thinking with creative problem solving and disciplined execution. You’re equally comfortable digging into customer behavior, developing lifecycle journeys, and translating performance into clear recommendations for senior leadership. This role is a hybrid of creative strategic thinking and execution. We are mixing up fun things at 7 Brew, and we want someone who is excited about adding their ideas to the team to further the loyalty and CRM program!
- Continuously optimize loyalty mechanics; rewards, offers, benefits, and experiences, to keep the program compelling and differentiated.
- Identify opportunities to improve customer experience across enrollment, earning, redemption, and ongoing engagement.
- Develop business cases and recommendations for new loyalty capabilities, benefits, partnerships, and program enhancements.
- Monitor loyalty program health and performance, translating results into actionable recommendations.
- Manage and execute personalized lifecycle campaigns across acquisition, onboarding, engagement, reactivation, and winback, in alignment with strategy set by the Director.
- Develop customer journeys and triggered communications based on customer behaviors, preferences, purchase history, and lifecycle stage.
- Partner with cross-functional teams to develop and maintain CRM campaign calendar aligned with broader marketing and business priorities.
- Be familiar with best practices across various digital channels, including email, SMS, push notifications, mobile app, web, and gift cards.
- Develop segmentation and personalization strategies that increase relevance and strengthen customer engagement.
- Continuously optimize messaging, cadence, targeting, offers, and channel mix based on performance and customer behavior.
- Use customer, transaction, behavioral, and engagement data to identify opportunities to improve loyalty and CRM performance.
- Develop meaningful customer segments and translate those segments into differentiated marketing strategies and experiences.
- Partner with Analytics to establish reporting, dashboards, and measurement frameworks for loyalty and CRM.
- Track and improve KPIs including loyalty penetration, active member rate, purchase frequency, retention, churn, redemption, engagement, incremental revenue, and customer lifetime value.
- Execute and optimize a disciplined test-and-learn program, including A/B testing, holdouts, offer testing, and journey optimization.
- Translate complex customer data into clear insights, business implications, and recommendations for senior leadership.
- Help define the roadmap for CRM, loyalty, personalization, and customer data capabilities.
- Partner with Technology and Digital teams to strengthen integrations across loyalty platforms, CRM, CDP, POS, mobile app, digital ordering, and marketing automation platforms.
- Develop business requirements and use cases for new customer marketing capabilities.
- Ensure customer data is activated effectively across channels while supporting privacy, consent, and data governance requirements.
- Manage relationships with loyalty, CRM, marketing technology, agency, and other strategic partners as appropriate.
- Serve as a subject matter expert and advocate for customer loyalty and lifecycle marketing across 7 Brew.
- Support the operating rhythms and prioritization frameworks established by the Director; help drive team performance and accountability.
- Partner closely with Brand Marketing, Digital, Operations, Finance, Analytics, Technology, and other stakeholders to bring customer strategies to life.
- Translate loyalty and CRM strategies into clear plans, priorities, timelines, and success measures.
- Build alignment across teams around business priorities and program opportunities while not losing focus on what makes a positive customer experience.
- Present strategies, insights, performance, and recommendations to senior leadership.
- Bachelor’s degree in Marketing, Business, Analytics, Communications, or a related field required; equivalent relevant experience may be considered.
- Minimum 5-8 years of experience in CRM, loyalty, lifecycle marketing, customer engagement, digital marketing, or a related discipline required.
- Demonstrated experience developing, managing, and optimizing consumer loyalty or membership programs.
- Strong understanding of lifecycle marketing, customer segmentation, personalization, and marketing automation.
- Experience using customer, transaction, and behavioral data to develop marketing strategies and make business decisions.
- Strong analytical skills with the ability to connect customer behavior and marketing performance to measurable business outcomes.
- Experience with CRM, loyalty, CDP, marketing automation, email, SMS, push notification, or related marketing technology platforms.
- Experience with Salesforce Marketing Cloud and Data Cloud.
- Experience developing testing strategies and measuring incremental program and campaign impact.
- Strong organizational and project management skills with the ability to lead complex, cross-functional initiatives from strategy through execution.
- Strong leadership skills with experience influencing and aligning stakeholders across multiple functions.
- Excellent written, verbal, and executive presentation skills with an eye for detail.
- Ability to manage multiple priorities and make thoughtful decisions in a fast-paced, rapidly growing environment.
- Experience in QSR, restaurants, hospitality, retail, consumer services, or another high-frequency consumer business preferred.
- Experience with mobile app-based loyalty programs and digital ordering ecosystems preferred.
- Braze and Twilio experience a plus.
- Customer-Centric Strategy: Keeps the customer at the center of decision-making and translates customer needs and behaviors into strategies that create value for both the customer and the business.
- Loyalty & CRM Expertise: Brings strong knowledge of loyalty programs, lifecycle marketing, segmentation, personalization, and customer engagement.
- Data-Driven Decision Making: Uses customer and performance data to identify opportunities, develop hypotheses, measure results, and continuously improve programs.
- Strategic Thinking: Connects long-term customer strategy with near-term priorities and builds clear roadmaps for delivering measurable business impact.
- Marketing Technology: Understands how customer data, CRM platforms, loyalty technology, marketing automation, and digital channels work together to deliver personalized experiences.
- Communication & Storytelling: Translates complex customer data and strategies into clear, compelling narratives and recommendations for a range of audiences.
- Adaptability: Thrives in a rapidly growing organization where customer needs, technology, priorities, and business opportunities continue to evolve.
Success in this role means 7 Brew has a loyalty and CRM strategy that customers value and that delivers measurable business growth. Loyalty membership and active participation are growing, customers are visiting more frequently and staying engaged longer, and communications are becoming increasingly relevant and personalized.
You build a disciplined understanding of who our customers are, how they engage with 7 Brew, and what drives their behavior. You turn those insights into better journeys, smarter offers, stronger loyalty experiences, and measurable improvements in retention and customer lifetime value.
Just as importantly, you build the processes, partnerships, technology roadmap, and test-and-learn culture needed to scale customer engagement as 7 Brew continues to grow.
At 7 Brew, you’ll be part of one of the fastest-growing QSR brands in the U.S. We offer competitive compensation, benefits for eligible employees, paid time off and company holidays, opportunities for professional growth and development, and a collaborative, team-oriented culture.
Most importantly, you’ll have the opportunity to shape how millions of customers experience and engage with 7 Brew while being part of a team committed to cultivating kindness.
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