Dedicated to telling stories and creating experiences, Indigo is always looking for bright, energetic and customer-focused people who can help bring our exciting mission to life in one of our more than 170 Indigo, Indigospirit, Chapters and Coles stores across Canada. We offer a variety of exciting opportunities at our retail stores, distribution centres, and home office for people who share our passions and want to be part of a dynamic and enriching culture.
WHO WE ARE
We love books and all things beautiful
We are Canada's Cultural Department Store
Books are our heart and our soul and Great Books are JUST the Beginning...
We play by the following rules:
We exist to add joy to our customers' lives each and every time they interact with us and our products
Our job is to create joyful moments for our customers
We treat each other the way we'd treat a valued friend
We inspire each other to do our best work
We seek to ignite creativity and innovation every day
We give back to the communities in which we operate
MISSION
The Senior Manager, Member Engagement, is responsible for growing member engagement (retention, digital engagement, acquisition and RFM) through, offer, partner and promotional strategies. This role drives innovation in the plum rewards program, with an ongoing roadmap of new features and benefits to achieve best-in-class engagement across all members. This role also owns the member communication strategy, to build community between members and Indigo.
KEY PERFORMANCE METRICS
Overall loyalty program satisfaction and engagement
Measured improvement in plum member retention, spend and frequency
Acquisition and retention rate of plum members and email opt-in
Measurable ROI from loyalty promotions, events, and campaigns
Internal stakeholder and project partner satisfaction: strength of relationships with key leaders across Marketing, Merchandising and Channel leadership
KEY ACCOUNTABILITIES
Strategic
Develop plum acquisition & engagement strategy; champion this plan with Retail and Digital teams
Lead the development of the loyalty engagement strategy across email and SMS, including trigger-based journeys, lifecycle flows, and campaign-level performance optimization
Support on 3 year+ continuous development roadmap for plum: introduce new benefits to the program, including external partnerships, exclusive experiences, and subscriptions; partner with Indigo Digital and IT teams to execute tech developments
Oversee the development and performance of targeted loyalty sub-programs including program positioning, messaging, and offers
Coordinate and support loyalty program partnerships (e.g., Cafe, Financial Services) to ensure successful execution of member benefits and offers.
Functional
Execute member promotions, including strong in-store communications program, cross-functional marketing and event team coordination
Lead updates to program Terms & Conditions as needed, in partnership with the legal team
Build and deliver the monthly plum newsletter, working with cross-functional and external partners to curate exclusive content and offers
Challenge the status quo by consistently identifying areas for improvement, diagnosing issues and working to resolve them
Investigate and resolve customer and store issues related to the loyalty program
Draft briefs and coordinate the execution of loyalty messaging across email and social media channels in alignment with marketing calendars.
Support store teams and customer service with loyalty-related tools, processes, and communications; gather and relay feedback to improve program execution at frontline.
People
Collaborate with others to drive flexible and iterative solutions, quickly and easily
Create an environment where technical skills can be shared among team members
Encourage others to freely share their point of view and be open to feedback
Cultural
Model Indigo's beliefs and convey a positive image in everything you do
Celebrate diversity of thought and have an open mindset
Take an active role in fostering a culture of continual learning, taking risks without the fear of making mistakes
Embrace, champion and influence change through your team and/or the organization
SCOPE
Reports to: Director, Loyalty
Manager once Removed (MOR): CMO, Chief Marketing Officer
KEY RELATIONSHIPS
Internal:
Customer Intelligence
Digital Marketing
Marketing
Merchandising
Site Experience
Programming & Events
Digital Merchandising
Retail Operations
External:
Third-party consultants / vendors including potential partners for loyalty, technical vendors, marketing agencies (e.g., direct mail providers, consumer research); partner brands
Qualifications
Work Experience / Education / Certifications
Post-secondary education in business, marketing, or a related field. MBA considered an asset.
5+ years of demonstrated experience in loyalty and/or CRM/data-driven marketing, preferably in agency, retail or consumer goods
Competencies / Skills / Attributes
Data-driven mindset with a focus on continuous improvement and measurable impact
Creative and innovative approach to problem solving.
Excellent leadership, communication, and collaboration skills
Ability to balance strategic thinking with operational execution
Strong quantitative analytical skills
Strong project management experience organizational skills
Customer-centric approach
Cover Letter (Optional):
Applicants are welcome to submit a cover letter to highlight their interest in the role and how their experience aligns with the position. While not required, a well-crafted cover letter may strengthen your application.
Additional Information
At Indigo, we are committed to our communities, our customers, and each other; together we can make a positive impact. We know that fostering diversity and inclusion brings out your full potential and creates a joyful and welcoming environment for everyone. We are driven to be an equitable employer, which highly values your diverse backgrounds, experiences, and perspectives. We believe that you, in all your uniqueness, belong at Indigo. We welcome all applicants and encourage applications from individuals who identify as Black, Indigenous, a person of colour, LGBTQ2+ and people with disabilities. Accommodations are available upon request to individuals who self-identify as having a disability or special need. Please contact Human Resources at Support-HR@indigo.ca if you require an accommodation at any time during the recruitment process.
WELCOME HOME
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