Senior Manager - Loyalty Marketing

Position Summary

Senior Manager, Loyalty Program is a strategic leadership role responsible for the end-to-end design, implementation, and continuous enhancement of a comprehensive loyalty program for Galaxy Entertainment Group (GEG). This role requires a deep understanding of customer behavior, loyalty mechanics, and profitability drivers to create a program that attracts, retains, and engages customers across the resort’s non-gaming businesses (hotels, restaurants, retail mall, spa, entertainment, etc.). The Senior Manager will lead the program's strategic direction, ensure its competitiveness, and drive its profitability while collaborating with internal and external stakeholders to ensure widespread adoption and success.

Primary Responsibility

• Lead the design and development of the loyalty program, including earning and redemption mechanics, tier structures, and value propositions. 
• Ensure the program is competitive, customer-centric, and aligned with the GEGs overall business objectives. 
• Develop a roadmap for continuous program enhancements to keep it relevant and engaging.
• Work with the UI/UX and IT teams to develop and drive continuous optimization of the customer experience across all digital touchpoints.
• Ensure there is a governance & risk framework that outlines roles, responsibilities, and decision-making processes related to the loyalty program, identifies risks and ensures mitigation strategies are in place.
• Act as the primary liaison with internal business units and external partners to ensure their participation and alignment with the program. 
• Work closely with marketing, operations, and finance teams to ensure the program’s success and profitability.
• Partner with CRM and Loyalty Marketing team, as well as with Marketing Partnership team to design campaign frameworks and tactics.
• Present the program’s value proposition to stakeholders to drive buy-in and adoption. 
• Work closely with the IT teams to oversee the development and implementation of technology platforms to manage the loyalty program, ensuring scalability and customer-friendliness. 
• Collaborate with data scientists and analysts to monitor program performance, customer engagement, and profitability. 
• Use data-driven insights to make strategic adjustments and optimize the program. 
• Ensure the program delivers value to both customers and GEGs businesses. 
• Identify opportunities to increase customer lifetime value and reduce churn

Requirements

• Bachelor’s degree in Business, Marketing, or a related field; MBA preferred. 
• 10+ years of experience in loyalty program design & management, customer experience, or related roles. 
• Proven track record of designing and managing successful loyalty programs in a multi-business environment. 
• Strong understanding of customer behavior, data analytics, and loyalty mechanics. 
• Excellent leadership, communication, and stakeholder management skills. 
• Proficiency in loyalty program technology platforms and data analytics tools. 
• Strong presentation skills and the ability to influence senior stakeholders.