Senior Manager, Loyalty

CWB Financial Group - Edmonton, AB (30+ days ago)

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CWB Financial Group is a diversified financial services organization providing specialized service in business and personal banking, trust, and wealth management across Canada. Our approach to business is straightforward: we work hard and with integrity, we practice common-sense thinking, we’re accountable for our actions, and we care about our people. We’re incredibly proud of the work we do every day to help our clients grow their businesses, manage their money and realize their financial potential! Learn more at .

CWB’s Marketing and Client Experience team is seeking a Senior Manager, Loyalty to develop, launch and manage Canadian Western Bank’s new client loyalty partnership with an established Canadian program.

As a dedicated member of our team, you will lead day-to-day activities for CWB’s new loyalty program and create an optimized environment for growth and evolution over time. You’ll focus heavily on initial program implementation, supported by a formal project management team, and will provide ongoing strategic marketing direction and hands-on activation to achieve CWB’s program and overall business objectives to acquire, retain and deepen relationships with both personal and small business clients.

If you are passionate about effectively translating your vision into concrete, measurable business goals and thrive on utilizing advanced analytics to drive marketing strategies, we want to hear from you! Candidates with previous loyalty program experience are strongly preferred.

What we’ll entrust to you:
Lead CWB’s loyalty program, including initial strategy and design within a complex project management process.
Act as a subject matter expert in customer loyalty marketing, fully understanding the competitive landscape and implications to our B2C and B2B strategies.
Responsible for financial management of CWB’s loyalty programming, working with assigned budget and annual targets for brand awareness and client/product acquisition.
Define program goals that achieve annual incremental sales and support full-service client growth. Proactively recommend ways to improve return on loyalty investment and provide visibility to budget and performance metrics.
Administer and operate CWB’s contract with a third-party loyalty partner, including future negotiation for special targeted offers, marketing spend, and additional products.
Use internal and partner data to prepare and lead the development and execution of marketing strategies for loyalty client segments in support of business objectives using tactics and channels across the entire marketing mix (traditional, website, content, digital, social, etc.) to grow market and wallet share.
Identify and articulate long-term data needs and use cases for loyalty programming.
Aggregate, manipulate, and transform data from multiple data sources to tell a compelling story.
Constantly identify and drive process improvements with internal teams, partners, and agency partners to make it easier to get enhancements in market.
Influence others through effective communication and subject matter expertise, with a high level of proficiency crafting presentations to support sound, objective-based decision making.
Inspire business partners to adopt data and analytics in the strategic decision process, helping them understand the value of analytics through effective communication and joint strategic planning.
Work with peer marketing and communication managers to promote and communicate our loyalty programming, both internally and externally.
Leverage our loyalty partner’s expertise to understand and navigate their data system, interpret results, and answer key business questions.

Essential Education & Professional Experience:
A university degree or college diploma, with a preferred focus on marketing or business.
Minimum 8-10 years of demonstrated experience in customer engagement and loyalty program design, implementation and management.
Previous accountability for acquisition and retention metrics on a client-side marketing team.
Experience in establishing partnerships and building relationships with internal teams responsible for product development, marketing, digital, information services, enterprise and client analytics.
Financial Industry experience is considered an asset.

Essential Personal Competencies:
Proven analytical thinker with track record of delivering business impact and results through developing and executing on innovative client-centric programs.
Solid business acuity, strategic mentality, strong knowledge of loyalty programs, with the ability to provide meaningful insights for sound decision making.
Excellent interpersonal and communication skills, both written and verbal with the ability to communicate analytic concepts to non-technical audiences at executive levels.
Strong organizational and project management skills, including proactive follow through skills and the ability to manage and prioritize varied work and deadlines.
A fast learner, resourceful, love of learning and a willingness to take initiative.
Advanced knowledge of Microsoft Office and analytics tools required.
In-depth industry knowledge, including current loyalty and customer experience trends.
General knowledge and understanding of CWB Financial Group’s businesses an asset.

We put our People First at CWB By offering:
Base salary plus additional bonus compensation.
Career growth. We are passionate about investing in our employees’ development and supporting them in reaching their professional goals.
An award-winning benefits packages that includes 100% company-funded health coverage (dental, vision and prescriptions), health care spending account, a flexible wellness program and cwbalance day (extra day off with pay).
Company ownership: Every employee has the opportunity to be an owner with our employee share purchase plan (ESPP) and we will match a portion of your contributions to help you build your share ownership faster.
Matching employer contributions to your retirement savings.


Closing Date:
  • P osition closes at 12:01am on indicated close date

Inclusion & Diversity

CWB Financial Group is committed to being an equitable employer, providing an inclusive environment for a diverse workforce, including but not limited to, women, persons with visible and invisible disabilities, Indigenous persons, gender and sexual minorities, and ethnic visible minorities. We believe that inclusion has power. In fact, that’s one of our values. We know that diverse teams unleash new ideas and perspectives. We work to create an organization where people can be proud of who they are, and allies for those around them. We know that there is power in our differences and we are committed to providing equitable treatment to all employees, applicants and clients. And beyond that, we celebrate our people and those differences.

We're proud to have built a culture that thrives on idea-sharing and collaboration, and we're always finding ways to continue to create a warm, welcoming and inclusive work environment. We have a strong ethics program, a mandatory Respect in the Workplace eLearning program, comprehensive policies related to employment equity, and a strategy and an going strategy to ensure diversity and inclusion thrives at CWB.

Accommodation or Accessibility

Applicants requiring accommodation, please reach out .

Application Process:
Applications are only accepted via our online recruiting system.

We appreciate your interest in working with us; however, only those applicants selected for interviews will be contacted.

Final candidates for this position will be required to undergo security screening, including a credit and criminal records check.