Sr. Mgr. Membership Insights & Analytics

JD Senior Manager CRM Insights & Analytics   Purpose & Overall Relevance for the Organization:

Collaborate with Marketing and cross-functional teams to develop and execute the company’s CRM strategy, driving member acquisition, engagement, repeat purchase and lifetime value growth. Establish annual CRM planning, member lifecycle strategies, and data-driven marketing capabilities across all consumer touchpoints. Drive business impact through advanced analytics, consumer insights, AI-driven modeling. Enable data-informed decision making by providing actionable consumer insights to senior leadership and cross-functional stakeholders. Lead and develop a high-performing CRM insights & analytics team while collaborating closely with Marketing, Retail, Digital, BU, and Technology teams.

Key Responsibilities:  CRM Strategy & Annual Planning

Develop and drive annual CRM strategy, roadmap, and KPI framework aligned with business objectives. Support the development and execution of the CRM annual operating plan, campaign calendar, member lifecycle strategy, and engagement programs across key product categories. Lead the implementation of Data & AI initiatives to enhance membership operational efficiency.

Marketing Campaign & Channel Support

Develop audience targeting strategies and member engagement approaches for marketing campaigns and key business initiatives. Support the CRM Operations team in campaign measurement, performance tracking, post-campaign analysis, and optimization recommendations. Partner with channel teams to provide membership operational reporting, store-level targeting strategies, and product-to-consumer matching initiatives. Promote data-driven decision-making across retail and digital channels.

Membership Engagement & Loyalty Operations

Support the planning and execution of membership mini-program and loyalty program initiatives, including content and asset management, campaign operations, gift assortment, inventory management, and performance evaluation. Continuously optimize member engagement, participation, and redemption experience through data-driven insights and recommendations.

Consumer Insights & Business Analytics

Deliver strategic membership insights and business analysis to senior management. Conduct multi-dimensional analysis across brand, channel, category, product, and consumer behavior. Identify growth opportunities and business risks through advanced consumer analytics. Translate complex data into actionable recommendations for business stakeholders.

Data Products & Advanced Analytics

Drive the development and deployment of data products and advanced analytics solutions, including customer tagging, AI-powered segmentation, dashboards, and predictive models. Collaborate with Technology and Data teams to enhance data quality, scalability, automation, and the adoption of analytics capabilities across the business.

People Leadership

Lead and develop a team of 2 direct reports. Provide coaching, performance management, and career development support. Foster a culture of analytical excellence, innovation, and cross-functional collaboration.

Key Relationships:  Internal: Marketing, Retail, Digital, BU, Consumer Insights, Finance, Technology, Data & Analytics External: Agencies, System partners   Knowledge, Skills and Abilities:

Strong expertise in CRM, loyalty programs, member lifecycle management, and consumer engagement strategy. Extensive experience in marketing analytics, consumer insights, and performance measurement. Solid understanding of predictive analytics, segmentation, machine learning, and AI applications in CRM. Advanced knowledge of SQL, Power BI, Python, Databricks, CDP, or similar analytics platforms. Excellent project management and stakeholder management skills. Proven ability to transform complex data into actionable business insights and recommendations. Strong leadership skills with experience managing and