Loyalty & Retention Specialist

THE ORGANIZATIONOur client, The Little Potato Company, began its journey in 1996 with the owners (Jacob and Angela – father and daughter) wanting to be able to produce little creamer potatoes, like what Jacob knew from his Dutch roots. Today, Angela leads the organization as CEO and Jacob runs a research and breeding company for little potatoes. The Little Potato Company has grown to have products on store shelves in every Province in Canada and State in the United States and operates with over 360 employees across Canada and the United States. For further information on The Little Potato Company, please visit their website at www.Littlepotatoes.Com.THE OPPORTUNITYReporting to the Director of Marketing Operations, the Loyalty &
Retention Specialist will be responsible for leading the content and marketing automation efforts for The Little Potato Company’s (LPC) database, with responsibility for developing, implementing, analyzing, and optimizing the CRM and marketing automation program (MAP).This role also oversees the creation and implementation of the loyalty &
rewards program, and also supports other digital marketing campaigns from time to time. The role works extensively with other marketing team members, cross-functional teams, and agency partners to help achieve our marketing and sales goals.Success in this role will be measured through the retention and engagement rates of consumers in LPC’s database and loyalty program, as well as the lifetime value (LTV) of their database members.RESPONSIBILITIESContentOwns the content strategy for the marketing automation program.Defines and owns the consumer journey and content streams for each segment by working with the Senior Consumer Insights Manager, Senior Brand Manager, and Website &
SEO Lead. Leads the development of content for all segments in the marketing automation program, including writing the content.Works with the creative team and the Senior Brand Manager to develop the content for the content streams and ensures content needs are connected with other channels i) to maximize efficiency in developing content and ii) to show up holistically across channels.Work with French translation to translate critical content streams and email workflows for French-speaking consumers.Marketing Automation / Database ManagementLeads the management of the customer relationship management (CRM) and marketing automation platform (MAP), working with the internal IT team, platform partner and implementation partner.Implements and deploys all marketing automation emails through the platform.Identifies KPIs and sets targets for performance for the marketing automation program.Analyzes results of the marketing automation workflows and content streams by segment, and shares results back to the rest of the marketing team to enable further optimization.Monitors segments and uses data from the CRM and the MAP to help identify and optimize segments.Runs A/B tests or other testing methodologies for email campaigns and landing pages.Stays abreast of platform changes and enhancements, and ensures LPC is fully leveraging the platform capabilities.Makes recommendations on how to leverage AI in the marketing automation and educates the rest of the marketing team on the AI opportunities.Works with the Website &
SEO Lead to integrate the CRM/MAP into the web experience where possible.Works with the Website &
SEO Lead to optimize the database sign-up experience on the website, particularly with respect to what data fields are collected when/how about our consumers.Works with the Senior Digital Marketing Manager and digital agency to ensure quality traffic is coming into the database.Ensures best practices are applied for list hygiene of the database.Stays on top of trends in communication channels for database marketing, and makes recommendations on additional channels to test that will most effectively reach our most lucrative target audience.Loyalty &
Rewards ProgramOwns theloyalty &
rewards program for LPC, including design and development of the program.Ensures that the loyalty &
rewards program is profitable and makes financial sense for LPC.Works with the Senior Consumer Insights Manager to identify what loyalty &
rewards will resonate the most with our most lucrative target audience and with different segments in our database.Identifies and vets 3rd party platforms to ensure the most efficient use of resources to execute a loyalty &
rewards program.Works with the Senior Brand Manager and Senior Digital Marketing Manager to develop and launch a creative campaign to encourage consumers to join the loyalty program.Works with the Senior Brand Manager and Website &
SEO Lead to launch a merchandise/swag store on the website.Identifies KPIs and sets targets for performance for the loyalty &
rewards program.Identifies and implements recommendations on how to best track LTV for our consumers.Analyzes results of the loyalty &
rewards program, and shares results back to the rest of the marketing team to enable further optimization.Drives understanding of loyalty and LTV throughout the marketing team and the broader organization.Digital CampaignsAs needed, supports the Marketing Operations team on the implementation of other digital marketing campaigns (e.G., paid media, social media, digital retail media, shopper marketing).Stakeholder ManagementLeads the functional relationship with agencies on projects related to marketing automation and loyalty to drive consistent optimization of results.Works with departments across LPC to ensure their business needs for CRM capabilities are met and supports their adoption of the CRM in their work.Works with the sales team to mine customer data in the CRM.FIRST YEAR – MEASURES OF SUCCESSSuccessful implementation and ongoing optimization of the CRM/MAP. Creation and optimization of the rewards &
loyalty program.Development and optimization of database segments and consumer journeys.Development of on-brand content that maximizes engagement.On brand, on time, on budget delivery of marketing automation and loyalty plans.Live the values of The Little Potato Company.THE INDIVIDUALGiven the pivotal role this individual will be expected to play in achieving the strategic objectives of the company and in supporting the success of the organization, it is essential that the successful candidate possess the following core competencies, experience, and attributes:
EducationBachelor’s Degree of Certificate in a marketing discipline with strong focus on digital. Experience 4+ years of experience working hands-on in marketing automation platforms and CRMs, with a preference for HubSpot or similar, including:
Setting up/customizing a CRM and/or MAP with segments and developing the content streams to support the consumer journeys.Setting up the technical integration with other internal systems by working with platform partners and other external agencies.Setting up/defining the measurement framework.Following the initial set-up, testing/optimizing the marketing automation workflows over time to improve engagement and loyalty.2+ years of experience in developing content strategies/streams and creating the content, including writing, for a CRM and/or MAP.Preference for experience in consumer-packaged goods (CPG), food or retail industries.Experience in managing loyalty &
rewards programs, including:
Designing loyalty strategies and identifying the right partners/platforms to bring the strategies to life.Implementing rewards programs and integrating them across communication channels.Establishing the measurement framework.Experience in executing digital campaigns, including:
Executing retail marketing or shopper marketing programs through digital channels.Executing seasonal campaigns through digital channels.Strong proficiency in project management and budget management.Experience in presenting to senior leadership teams, as well as all staff.Willingness to travel when required.Competencies and KnowledgeAchieves exceptional results with humility, drive, and self-discipline.Desire and ability to contribute to work in a growing, entrepreneurial environment for a purpose-driven business.Desire to own decisions and take responsibility for outcomes.Adept in using both sides of the brain – from analysis through to creative application of the story the data tells.Strong ability to project manage simultaneous projects with many inter-dependencies.Ability to lead through influence at all organizational levels, across teams and departments.Ability to work in an entrepreneurial, unstructured, and highly changing environment.Is a great team member, the type of person that others want to follow;
leads by example.Personal Profile Creative storytellerSelf-starterAbility to build and maintain strong relationships Highly accountableDetail oriented with analytical skillsPositive attitude and energyStrategic and operational performerCollaborativeCritical thinker with problem solving skillsSelf-motivated with the ability to work independently and without supervisionA positive attitude when faced with adversarial situationsExhibits sound judgmentCOMPENSATIONAn excellent compensation package awaits the successful candidate.LOCATIONEdmonton, AB preferred with hybrid work environment. Open to candidates in Vancouver, BC or Calgary, AB (fully remote). HOW TO APPLYFor the opportunity to join Little Potato Company in the role of Loyalty &
Retention Specialist, please email your resume to [email protected] referencing Position ID #ALXF-571276. Should you have an inquiry regarding this position, please contact Tammy Berge at 587-200-0114 ext. 103.For further information on ProFound Talent Inc. please visit:
www.Profoundtalent.Com * We thank all applicants for your submissions, however only candidates being considered for this role will be contacted. *