Director of Loyalty and Retention

About Kendra Scott

Kendra Scott embodies a vibrant and driven culture focused on delivering exquisite products and exceptional customer experiences. Anchored by family values, fashion, and philanthropy, the company maintains a fast-paced yet family-oriented workplace committed to community enrichment. Embracing innovative design and a strong digital presence, Kendra Scott has developed a unique lifestyle brand accessible through retail, wholesale, and e-commerce platforms headquartered in Austin, Texas, which inspires its brand culture.

Position Overview

The Director of Loyalty and Retention will spearhead the vision, planning, and execution of customer loyalty and retention marketing efforts aimed at boosting customer lifetime value, enhancing repeat purchase rates, and fostering brand loyalty. This role reports to the VP of Marketing and requires a balance of strategic foresight with hands-on involvement, managing and optimizing loyalty initiatives alongside cross-functional teams to deliver seamless customer experiences throughout the funnel.

Key Responsibilities

• Lead and refine the company’s loyalty program strategy including benefits, tiers, rewards, and member experience to maximize engagement and retention.
• Drive enrollment, engagement, redemption, and overall program effectiveness by leveraging partnerships across digital, IT, ecommerce, retail, and customer service.
• Implement new loyalty technologies and vendor partnerships to enhance capabilities.
• Create detailed member segmentation to personalize customer interactions and deepen emotional connections with the brand.
• Develop comprehensive retention marketing strategies targeting repeat purchases, customer reactivation, and profitability improvements.
• Collaborate with CRM and marketing teams to synchronize messaging, segmentation, and channel strategies.
• Apply data-driven approaches including predictive modeling to boost customer engagement and test optimization roadmaps for marketing channels.
• Establish clear KPIs and measurement frameworks to assess loyalty and retention results, report on customer health, and identify growth opportunities.
• Provide performance analysis and translate insights into actionable business growth strategies.
• Work closely with multiple departments including Paid Media, Brand, Ecommerce, Analytics, and Technology to align on overarching customer growth initiatives.
• Lead, build, and mentor a high-performing team while managing external agencies and vendor relationships.
• Communicate strategic updates, outcomes, and recommendations to senior leadership regularly.

Qualifications

• 8 or more years in loyalty, retention, CRM, lifecycle marketing, or customer growth, ideally in retail, ecommerce, fashion, beauty, or consumer brand contexts.
• At least 3 years of managerial experience leading teams.
• Demonstrable success in launching or evolving loyalty programs with measurable business impact, especially in emerging or growing program stages.
• Skillful at both strategic planning and tactical execution with a hands-on approach to problem-solving and optimization.
• Strong expertise in customer lifecycle management, segmentation, personalization, and retention marketing.
• Data-savvy with the ability to leverage analytics to guide decisions.
• Experience collaborating across CRM, paid media, ecommerce, product, analytics, and technology functions.
• Excellent communication and presentation skills suited for executive stakeholders.
• Familiarity with loyalty platforms, customer data platforms (CDPs), CRM solutions, and marketing technology ecosystems is preferred.

Success Metrics

• Growth in loyalty member acquisition and active participation.
• Increase in repeat purchase rates and frequency.
• Improved retention and reactivation rates.
• Enhancement of customer lifetime value.
• Incremental revenue generated from loyalty and retention programs.
• Higher loyalty program participation and redemption levels.
• Reduction in churn and improvement of customer health metrics.
• Performance improvements across cross-channel customer engagement.

Leadership Attributes

• Strong customer-centric focus.
• Data-driven, strategic approach to decision-making.
• Collaborative influence across functions.
• Commitment to innovation and ongoing optimization.
• Excellent organizational skills and project management capabilities.
• Effective influence and communication at all organizational levels.
• Results-oriented with a proactive bias for action.

Reporting Line

This role reports directly to the VP of Marketing. It partners closely with peer leaders in Paid Media and CRM, and may manage direct reports such as Loyalty Manager, Retention Manager, Lifecycle Marketing Specialists, or Analytics staff in the future.

Equal Opportunity Statement

Kendra Scott is committed to inclusive hiring and values diversity in its workforce and company culture.