Senior Loyalty Specialist, EMEA

Your Job:

We are looking for a creative and tech savvy Senior Loyalty Specialist to help grow the Brooks Run Club (BRC) platform. This role has the primary responsibility for developing communications and experiences for growing, retaining and engaging the database of runners behind BRC. While this role sits within the EMEA eCommerce team, cross-functional collaboration with the EMEA Marketing team, the EMEA Creative Services team, and the Global eCommerce and marketing teams will also be critical.

Your Responsibilities

Day to day administration of the EMEA Brooks Run Club (BRC) program and communication touchpoints for the EMEA region.
• Execute the Brooks Run Club (BRC) program for the region.
• Communication and brand maintenance of the BRC program, including but not limited to:
• Maintain the BRC website and application experience including content, messaging and features
• Analyze and report on KPIs that show communication effectiveness in growing, retaining and engaging BRC membership.
• Propose improvements to the program communications e.g., proposing new types, channels, design direction, tone of voice and frequency.
• Lead the development of content, writing copy and/or creative briefs for BRC that can be used in an omnichannel setting (website/application, email, IRL events, organic social, paid media, influencers etc.)
• Monitor the asset approval process for all BRC materials to ensure these are approved by local teams and EMEA leadership.
• Work with your ecommerce team colleagues to ensure BRC is integrated into the web customer journey on BR.EU to drive sign-ups and awareness.
• Possess or acquire thorough working knowledge of required BRC / CRM and marketing tools (Sailthru, BRC backend, Sitecore, Meta etc.).
• Rewards and ‘dares’ - Administer the rewards and ‘dares’ program (run-related challenges offering runners eligibility for prizes) across our markets:
• Maintain the ‘dares’ landing pages on the Brooks website
• Work with the EMEA Partnership Specialist to identify new/existing partner opportunities for rewards and dares and BRC marketing
  o Support the onboarding of new partners into BRC including uploading of offers into communication touchpoints (email, website) and BRC backend.
  o Propose creative ideas for new dares and rewards that support growing, engaging and retaining BRC members.
• o Administer the ‘dares’ workflow including:
• Awarding and fulfillment of prizes to ‘dare’ winners
• Logistics of awarding winners their prizes
• Developing briefs for assets for the rewards/’dares’ (working with internal creative team and external agency team)
• Influencer and affiliate marketing – Administer the Influencer and Affiliate marketing programe of BRC. This will involve partnering with local marketing and regional PR and Influencer teams. This includes but is not limited to:
• Identification of appropriate Influencers for affiliate marketing or BRC messaging
• Contributing to influencer briefs for different activations that support BRC growth targets
• Report on monthly affiliate marketing results to fulfill invoicing
Ongoing Development of the Brooks Run Club (BRC) program for the EMEA region.

• Collaborate with the CRM and Customer Analytics manager, eCommerce Operations Manager, Local Marketing teams and 3rd parties, to enhance the BRC program and platform for the region. This includes but is not limited to:
• Developing and proposing improvements to the program’s features, engagement tactics and reward structure
• Play a role in projects to grow and develop BRC both online and offline.
• Integrating user feedback from different analytics tools and sources to continuously improve the BRC program.
• Participate in the country expansions of the program with internal and external stakeholders from requirements gathering to launch.
• Partner with the Marketing team (regional and local) to improve the Brooks Run Club activation tactics to meet and exceed our membership growth targets.
 
Cross functional collaboration
 
• Commercial: integrate with overall commercial proposition; e.g., tease BRC at SALE and product launch moments
• Partner with the marketing team to integrate BRC appropriately into the communication calendar, including content and communications execution of all EMEA email campaigns.
• Connect with local marketing teams around BRC related topics. E.g., support local teams with communications for events, retailer updates, market highlights or local BRC activations.
• Work closely with your peers to make sure BRC is an integral part of lead generation campaigns to bring more engaged consumers into the brand and increase BRC sign ups.

Your Qualifications:

• Bachelor’s degree in Sales, Marketing or related field or equivalent experience.
• 3+ years of online marketing and/or CRM experience
• Experience with loyalty marketing
• A creative thinker who can develop effective messages to convince and/or inform decisions
• Strong computer skills required, MS Office, Google or Adobe Analytics, Jira, etc.
• Working knowledge of web technologies including HTML, Javascript etc.
• Experience with ESP tools like Sailthru, Selligent, Klaviyo, Mailchimp, etc.
• Keen attention to detail in planning, organization and execution of tasks.
• Strong customer focus:
• Strong interpersonal and communication skills to build effective working relationships across the company.
• Knowledge of digital marketing best practices preferred.
• Internet/ eCommerce/email/social media/mobile savvy; must use the internet extensively in their daily life and be up to date on the latest trends.
• Ability to work both independently and within multiple teams.
• Exposure to digital marketing and database marketing business practices.
• A desire to learn about commerce/shopping trends to deliver a best-in-class user experience to our consumers.
• Organized and ability to multi-task and prioritize duties and/or projects.
• Fluency in English (absolute must), other European language skills are a plus (German, French, Italian, Dutch and/or Spanish).
• Strong passion for Brooks Running; be a running enthusiast and/or practice an active lifestyle.
• Unwavering demonstration of Brooks’ corporate values: Serve people, lead thought, compete as a team, have integrity, be active, have fun!