Senior Director of Loyalty

WHY JOIN ALO?

Mindful movement. It’s at the core of why we do what we do at ALO—it’s our calling. Because mindful movement in the studio leads to better living. It changes who yogis are off the mat, making their lives and their communities better. That’s the real meaning of studio-to-street: taking the consciousness from practice on the mat and putting it into practice in life.

OVERVIEW

The Sr Director of Loyalty will own the end-to-end strategy, execution, and financial performance of our loyalty program, leading it to become a critical driver of brand loyalty, customer engagement, and revenue growth. This role demands deep expertise in building and managing loyalty programs for lifestyle or retail brands, along with strong financial acumen to optimize and measure the program’s impact. The ideal candidate will have a proven track record of creating and scaling loyalty programs that align with brand values and resonate with today’s Gen Z and wellness-focused consumers. This role requires collaboration with cross-functional partners, including Finance, Marketing, and Technology, to ensure the loyalty program is not only innovative and experiential but also aligns with business objectives and financial targets.

RESPONSIBILITIES

• Lead the strategic vision and execution of the loyalty program from concept to implementation, managing all program components including customer acquisition, retention, and engagement.

• Develop and drive a multi-year loyalty roadmap that aligns with brand and business goals, delivering a cohesive, elevated loyalty experience across all channels—digital, retail, and community.

• Partner closely with Finance to set and manage the loyalty program’s budget, profitability, and ROI targets, ensuring the program delivers measurable impact and sustainable growth.

• Build and lead loyalty initiatives that leverage consumer insights, industry best practices, and trends to keep the program relevant, engaging, and effective.

• Drive program analytics, reporting, and financial forecasting, delivering insights and recommendations to leadership on program performance, optimizations, and future investments.

• Manage cross-functional collaboration with Marketing, CRM, Merchandising, Store Operations, and Customer Service teams to deliver seamless customer experiences and integrate loyalty across all customer touchpoints.

• Oversee vendor relationships and technology platforms to ensure they support the program’s strategic and financial goals.

• Lead presentations and strategic communications to key stakeholders, providing clear insights and updates on loyalty program performance, strategic initiatives, and cross-functional projects.

QUALIFICATIONS

• 8+ years of experience in Loyalty Marketing, Brand Strategy, or Consumer Engagement, with at least 3 years in a leadership role managing a top-to-bottom loyalty program for a recognized lifestyle, retail, or wellness brand.

• Proven expertise in loyalty program financial management, with strong analytical and math skills to assess program KPIs, forecast performance, and partner with Finance on budgeting and profitability.

• Solid understanding of digital marketing and CRM strategies, including email, SMS, app push notifications, and personalization tactics.

• Familiarity with Salesforce Marketing Cloud, Bluecore, and/or Attentive highly preferred.

• Strong cross-functional leadership skills, with the ability to influence and collaborate with teams across Marketing, Technology, Finance, and Operations.

• Exceptional verbal and written communication skills, capable of presenting complex strategies and results in an impactful, data-driven manner.

• Deep understanding of Gen Z consumer behavior, wellness trends, and community-driven marketing.

• Strategic thinker with a results-driven mindset and the agility to prioritize and adapt in a fast-paced environment.

• Passionate about building communities and creating meaningful brand connections with consumers.

• Based in Los Angeles and able to work onsite full-time.

The base salary range for this position is $220,000-$280,000 per year which represents the current range for the base salary for this exempt position. Please note that actual salaries will vary based on factors including but not limited to location, experience, and performance. As such, on occasion and when applicable, there is the possibility that the final, agreed-upon base salary may be outside of the upper end of the range. Please also note the range listed is just one component of the company’s total rewards package for exempt employees. Other rewards may include performance bonuses, long term incentives, a PTO policy, and many other progressive benefits.

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