Head of Loyalty

Job Title:

Head of Loyalty

Location:

Toronto

Address:

100 Queens Quay East Toronto, Ontario M5E 1V3 Canada

Canada Goose isn't like anything else. We've built something great, something special - an iconic lifestyle brand with an inspirational and authentic story. At the heart of it is our promise to inspire and enable all people to thrive in the world outside. To Live in the Open. At Canada Goose, you're part of a movement that belongs to something bigger. One that seeks out the restorative power of nature and is driven by a purpose to keep the planet cold and the people on it warm. We endure any condition, observe every detail, and are building a community that believes in living bravely and coming together to support game-changing people.

Here, opportunities are everywhere - to try something new, to learn, to do meaningful and impactful work, and they're yours for the taking.

Position Overview:

The Head of Loyalty is accountable for building, launching, and managing a compelling Loyalty Program and Member Engagement Framework for Canada Goose consumers.

We are seeking an experienced leader to design a Loyalty Program that aligns with our consumers' unique preferences and shopping habits (both global and regional). This role will create opportunities for consumers to enjoy personalized experiences and tailored rewards that make every interaction with the Canada Goose brand more meaningful and valuable. Further, this role will create new channels for consumers to engage with Canada Goose, in ways that are most relevant to them (e.g., Clientelling, Online Member Account). Through this work, the Head of Loyalty will drive profitable and incremental consumer lifetime value (CLTV) via growth and activation of Canada Goose’s contactable consumer database.

In this pivotal global role, the Head of Loyalty will be responsible for developing and implementing CG’s loyalty strategy and member experience, including program design, consumer enrollment, member activation, and analytics.

Across these areas, the Head of Loyalty will take a data and insight-driven approach to strategy development & operations management, overlaid with a creative approach to loyalty experience creation that results in a program that is unique to Canada Goose and aligned with brand strategy.

What You'll Do:

Loyalty Program Design:

1. The Head of Loyalty is accountable for creating CG’s Loyalty Program and establishing the supporting cross-functional operating model, with the goal of formalizing Loyalty as a function and process at CG.
2. Build the Loyalty Program Vision & Strategy; define the vision, goals, characteristics, and roadmap.
3. Define Measures of Success; clearly define quantitative and qualitative program metrics and goals / targets.
4. Evangelize the Loyalty Program; introduce, educate, promote, and embed the program with all CG partners.
5. Establish Operating Model; create and implement a cross-functional operating model to enable the Program.

Consumer Enrollment:

1. The Head of Loyalty is accountable for implementing Loyalty Program value propositions / member benefits, with the goals of maximizing consumer enrollment & retention, and maximizing incremental CLTV.
2. Grow the Loyalty Database; optimize member acquisition across all consumer journey touchpoints.
3. Implement Member Benefits; build, deploy, and manage program value propositions.
4. Partner Cross-Functionally; lead partners through program implementation (e.g., Marketing, Channels, Tech).
5. Manage External Partnerships; establish member benefits via 3rd parties, manage partner relationships.
6. Measure Impact: measure the efficacy of enrollment activities, generate and act on insights to grow impact.

Member Activation:

1. The Head of Loyalty is accountable for implementing a Member Engagement Framework that activates the member database (increases lead conversion, spend, repeat purchase; decreases churn), with the goals of maximizing CLTV and growing incremental Loyalty Program contribution to CG’s business.
2. Build a Loyalty Engagement Framework; a cohesive program of lifecycle management actions that grow CLTV.
3. Govern Loyalty Outreach; create and govern outreach rulesets (e.g., frequency, suppression).
4. Coordinate Loyalty Outreach; publish cross-channel plans and targets, coordinate execution across channels.
5. Personalize Outreach; build personalized omnichannel journey flows, partner with channels to execute.
6. Manage Loyalty Incentives; define tiered incentive model, control application across activation tactics.
7. Implement New Outreach Channels; e.g., Retail Stores / Contact Center Clientelling, eComm Member Account.
8. Measure Impact: measure the efficacy of activation activities, generate and act on insights to grow impact.

Analytics:

1. The Head of Loyalty is accountable for analytics of CG’s first-party consumer data, with the goal of informing Enterprise and Loyalty Strategy, and enabling Loyalty activations across all consumer-facing channels.
2. Inform Loyalty Strategy: generate consumer insights that inform all elements of the Loyalty Program.
3. Enable Execution of Loyalty Program; create segmentation to support activation of the CRM database.
4. Measure Impact of Loyalty Program; create capability and support measurement of the Loyalty Program.
5. Conduct Advanced Analytics; implement models to improve targeting & conversion (e.g., predictive CLTV).
6. Produce Consumer Reporting; develop, distribute, and optimize a suite of consumer metric reporting.
7. Manage Consumer Analytics Infrastructure; maintain the Consumer Data Platform in partnership with IT.

Team Management & Development:

1. The Head of Loyalty is accountable for leading & developing a high-performing team, with the goal of building cultural strength in consumer-centricity and loyalty.
2. Evangelize Team Vision & Mandate; develop and foster team identity and purpose.
3. Act as a Coach; understand team member development ambitions and create opportunities to pursue.
4. Maintain Strong Team Engagement; understand cultural drivers and work with team leadership to optimize.

Let's Talk About You:

1. Successful experience leading the design, launch, and maintenance of a Loyalty Program at a consumer brand.
2. 12+ years experience in Loyalty, CRM, Consumer Experience, and/or related insights & analytics functions.
3. 12+ years experience managing high-performing teams and multiple direct reports.
4. Experience working and supporting a global, cross-functional matrix organizations.
5. Significant experience working in retail and apparel industries; multi-national experience highly preferred.
6. Experience with premier products, luxury goods and/or exclusive experience markets/audiences.
7. Experience working within and managing teams that leverage the following analytical tools:

• Microsoft D365 ERP and Azure Data Warehousing systems.
• Microsoft PowerBI, Google Data Studio or other data visualization tools.
• Salesforce Cloud Ecosystem such as Commerce, Marketing, and Service Clouds.
• Customer Data Platforms such as Acquia, Salesforce 360.
• Digital Channel Measurement such as Google Analytics, Google Tag Manager.

What’s in it For You?

• A company built on Canadian roots and heritage.
• Your work is recognized with a comprehensive and competitive Total Rewards Program.
• Opportunities for career growth through numerous internal and external programs.
• Recognize and be recognized by your peers with our Goose Rewards & ICON Rewards.
• Be a part of CG Gives. Donation matching and paid volunteer time to help the organizations you care about.
• Access to tools and resources to support physical and mental health, embracing change and connecting with colleagues.
• Inspiring leaders and colleagues who will lift you up and help you grow.

We believe in the power of inclusion and are passionate about building and sustaining an inclusive and equitable working environment where all employees can bring their authentic selves to work everyday. We believe every one of our team members enriches our diversity by exposing us to varying ways to understand the world, identify challenges, and to discover, design, produce, and deliver great products and service. Our different perspectives are what enable us to create, dream and live in the open.

Canada Goose is an equal opportunity employer and is committed to providing employment accommodation in accordance with the Ontario Human Rights Code and the Accessibility for Ontarians with Disabilities Act.

There are multiple ways to interview with us! If you require any interview accommodation for your interview, please e-mail us at HR@canadagoose.com.

Why work here?

At Canada Goose, you’ll find purpose in keeping the planet cold and the people on it warm. As part of our team, you’ll embrace your inherent responsibility to give back, protect our environment, and make a meaningful impact—all while experiencing that unique ‘Canadian Warmth’ that defines our culture.

About Us

Canada Goose isn't like anything else. We’ve built something great, something special – an iconic brand with an inspirational and authentic story. Here, opportunities are everywhere – to try something new, to learn, to do meaningful and impactful work, and they’re yours for the taking.

We embrace diversity in all its forms and definition and strive to remove barriers to create an inclusive culture and equitable workplace where everyone can live authentically, every day and in every situation.