Director – Loyalty and Credit Card

Support Center - Irving

The Director – Loyalty and Credit Cards is responsible for developing and executing comprehensive loyalty and credit card strategies to enhance customer engagement, retention, card usage, and lifetime value. This role requires a strategic thinker who deeply understands customer behavior, loyalty program design, credit card usage, and data-driven marketing. The Director – Loyalty and Credit Cards will work closely with cross-functional teams to create and implement initiatives that drive customer loyalty and business growth.

Major Activities

Strategy Planning and Execution

• Create and champion the vision for the Loyalty & Credit Card program, making it a competitive advantage and key driver of customer preference for Michaels and MakerPlace.
• Implement and grow today’s loyalty and credit card program while envisioning the next phase and enrolling key stakeholders to continuously evolve and innovate these programs to better meet customer needs and deliver on business objectives.
• Identify and implement innovative loyalty tactics and credit card product initiatives that drive customer retention and card usage and increase customer lifetime value.
• Monitor industry trends and competitor activities to ensure the company's loyalty and credit card program remain competitive and effective.

Program Development and Management

• Design, launch, and manage loyalty programs and campaigns that resonate with target audiences.
• Oversee the performance of the private label credit card portfolio, including profitability, credit risk, and customer satisfaction.
• Continuously evaluate and enhance loyalty program features, benefits, and rewards to maintain member engagement.
• Oversee the creation of personalized customer experiences and tailored rewards based on customer data and insights.
• Design and implement customer-centric initiatives to enhance the cardholder experience.

Partnership and Relationship Management

• Establish relationships with key partners, including retailers, banks, and payment networks.
• Negotiate contract terms and service level agreements to ensure optimal performance and alignment with strategic goals.
• Work collaboratively with internal partners across the marketing, merchandising, stores and tech to deliver on loyalty and credit card goals and program enhancements, as in integrated part of the Michaels customer experience.

Financial Analysis and Reporting

• Conduct financial analysis to assess the profitability and financial health of the Loyalty and credit card portfolio and to identify new growth opportunities .
• Prepare regular reports for senior management on portfolio performance, strategic initiatives, and market conditions.
• Develop and manage the Loyalty and private label credit card program budget.

Customer Insights and Analytics

• Utilize data analytics to understand customer behavior, preferences, and trends.
• Measure and analyze the effectiveness of loyalty initiatives and programs, making data-driven decisions to optimize performance.
• Establish a reporting dashboard to manage the impact and results of the program. Tie KPIs to business results and report findings and recommendations regularly with senior leadership.

Collaboration and Leadership

• Work collaboratively with marketing, sales, customer service, and product teams to integrate loyalty initiatives across all customer touchpoints.
• Led and mentor a team of loyalty program managers and specialists, fostering a culture of innovation and continuous improvement.
• Communicate the value and impact of loyalty programs to senior leadership and other stakeholders and achieve their input and support for the Michaels loyalty vision and roadmap.

Technology and Innovation

• Leverage technology platforms and tools to enhance the customer loyalty experience, including CRM systems, marketing automation, and data analytics tools.
•  Explore new technologies and trends in loyalty, such as gamification, artificial intelligence, and machine learning, to stay ahead of the curve.

Other duties as assigned

Minimum Education

• Bachelor’s degree in Marketing, Business Administration, or a related field; Master’s degree preferred.

Minimum Special Certifications or Technical Skills

• Strong strategic thinking and analytical skills, with the ability to translate data into actionable insights and effectively simplify complex data to enroll a variety of stakeholders and compel action.
• Excellent leadership and team management abilities, with a track record of driving cross-functional initiatives.
• 5+ year of experience with CRM systems, marketing automation tools, and data analytics platforms.
• In-depth knowledge of regulatory requirements and compliance standards in the credit card industry.
• Exceptional communication and presentation skills, with the ability to influence and engage stakeholders at all levels.
• A passion for customer-centric marketing and a deep understanding of customer loyalty dynamics.

Minimum Type of Experience the Job Requires

• Demonstrated success in creating and optimizing loyalty programs that drive short and long-term customer engagement and business value.
• Proven experience (10+ years) in loyalty and credit card program management, ideally in retail. Experience with private label credit cards is a plus.

Other

• Ability to synthesize complex data quickly and derive and share insights and recommendations.
• Ability to interface effectively with senior leadership and team members at all levels of the organization.
• Demonstrate strong financial acumen.
• Demonstrate agile decision-making and ability to flex in a changing retail environment.
• Must demonstrate a passion for meeting customer needs and creating long-term customer value.

Preferred Special Certifications or Technical Skills

• SQL experience a plus.

Preferred Type of Experience the Job Requires

• Experience in digital media channels, email marketing, and direct mail preferred.

Applicants in the U.S. must satisfy federal, state, and local legal requirements of the job.

At The Michaels Companies Inc, our purpose is to fuel the joy of creativity. As the leading creative destination in North America, we operate over 1,300 stores in 49 states and Canada and online at Michaels.com and Michaels.ca. The Michaels Companies, Inc. also owns Artistree, a manufacturer of custom and specialty framing merchandise, and MakerPlace by Michaels, a dedicated handmade goods marketplace. Founded in 1973 and headquartered in Irving, Texas, Michaels is the best place for all things creative. For more information, please visit www.michaels.com

At Michaels, we prioritize the wellbeing of our teams by providing robust benefits for both full-time and part-time Team Members. Our benefits include health insurance (medical, dental, and vision), paid time off, tuition assistance, generous employee discounts, and much more. For more information, visit mikbenefits.com.

Michaels is an Equal Opportunity Employer. We are here for all Team Members and all customers to create, innovate and be better together.

Michaels is committed to the full inclusion of all qualified individuals. In keeping with this commitment, Michaels will assure that people with disabilities are provided reasonable accommodations. Accordingly, if a reasonable accommodation is required to fully participate in the job application or interview process, to perform the essential functions of the job, and/or to receive all other benefits and privileges of employment, please contact Customer Care at 1-800-642-4235 (1800-MICHAEL).

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