Marketing Manager, Loyalty & Digital Experience

Marketing Manager, Loyalty & Digital Experience

At Hy-Vee our people are our strength. We promise "a helpful smile in every aisle" and those smiles can only come from a workforce that is fully engaged and committed to supporting our customers and each other.

Job Title: Marketing Manager, Loyalty & Digital Experience

Department: Marketing

FSLA: Exempt

General Function

The Marketing Manager is responsible for leading the marketing strategy, planning, and execution that drives awareness, enrollment, engagement, and long-term value from the company's loyalty program and digital experiences. This role serves as the primary marketing owner for loyalty — ensuring the program is clearly positioned, compellingly communicated, and fully integrated into enterprise marketing efforts. The Marketing Manager also supports the strategic marketing launch and ongoing promotion of new financial and customer-value products as they come to market. This role partners closely with product, technology, and channel teams but owns the marketing narrative, go-to-market planning, and performance outcomes.

Core Competencies

• Customer focused
• Results oriented
• Growth mindset
• Professional

Reporting Relations

Accountable and Reports to: Director, Marketing Strategy & Planning

Positions that Report to This Role: None

Primary Duties and Responsibilities

Loyalty Marketing Strategy & Positioning:

• Own the end-to-end marketing strategy for the loyalty program, including value proposition development, member segmentation, lifecycle messaging, and benefit communication.
• Translate enterprise and brand strategies into actionable loyalty marketing plans — covering enrollment, engagement, retention, and redemption.
• Develop and maintain clear, customer-centric messaging frameworks that articulate loyalty program benefits across all marketing touchpoints.
• Champion the loyalty member experience within marketing, ensuring campaigns reflect a deep understanding of member behaviors, motivations, and needs.
• Support go-to-market planning for new loyalty features, program enhancements, and strategic customer-value products as they are introduced

Integrated Marketing Planning:

• Lead annual and quarterly marketing planning for loyalty and digital initiatives, aligning timelines and priorities with broader brand and merchandising calendars.
• Build integrated campaign plans that connect loyalty priorities with promotional, seasonal, and enterprise marketing strategies.
• Partner with channel owners to activate campaigns across email, app, web, paid media, and in-store environments.
• Ensure loyalty messaging is consistently represented and optimized across all owned and paid channels.

Campaign Development & Execution:

• Brief creative teams on loyalty-specific messaging, customer insights, program mechanics, and success metrics.
• Oversee campaign development from concept through launch, ensuring quality, clarity, and brand alignment.
• Manage timelines, approvals, and cross-functional coordination to deliver campaigns on schedule and within scope.
• Develop compelling member communications for loyalty milestones, rewards events, and program updates.

Performance Management & Optimization:

• Define marketing KPIs tied to loyalty enrollment, engagement, retention, and incremental spend.
• Analyze campaign and channel performance and translate insights into clear, actionable recommendations.
• Apply test-and-learn methodologies — including offer testing, message testing, and audience segmentation — to continuously improve loyalty marketing effectiveness.
• Monitor competitive loyalty landscape and emerging industry trends to inform strategy.

Stakeholder Partnership:

• Serve as the primary marketing partner for loyalty product, technology, and operations teams.
• Communicate marketing plans, performance results, and strategic recommendations to the Director of Marketing Strategy & Planning and other business leaders.
• Influence cross-functional priorities by representing the customer and loyalty marketing perspective.
• Build trusted relationships across teams to ensure loyalty is prioritized and well-supported across the organization.

Knowledge, Skills, Abilities, and Worker Characteristics

• Demonstrated experience in loyalty program marketing, CRM, or retention marketing — strongly preferred.
• Strong understanding of loyalty program mechanics, member lifecycle strategy, and customer engagement best practices.
• Familiarity with financial products, co-branded programs, or customer-value partnerships is a plus.
• Excellent written and verbal communication skills; ability to distill complex program benefits into clear, compelling messaging.
• Analytical mindset with experience using data to drive marketing decisions and optimize performance.
• Detail oriented, self-starter who thrives in a fast-paced, cross-functional environment.
• Strong project management skills with the ability to manage multiple campaigns and deadlines simultaneously.
• Experience in campaign design, development, and management across digital and traditional channels.

Experience and Education

Bachelor's degree in Marketing, Communications, or a related field preferred. At least five years of marketing experience, with demonstrated experience in loyalty program marketing, CRM, retention marketing, or a closely related discipline strongly preferred.

Supervisory Responsibilities (Direct Reports): None

Physical Requirements

• This position may require some traveling and overnight stays.
• Visual requirements include ability to see detail at near range with or without correction
• Must be physically able to exert up to 20 pounds of force occasionally; exert up to 10 pounds of force to move objects as well as perform sedentary work
• Must be able to perform the following physical activities: kneeling, crouching, reaching, handling, grasping, feeling, talking, hearing, and repetitive motions.

Working Conditions

The duties of this position are performed in a general office setting. There is frequent pressure to meet deadlines and handle multiple tasks a day.

Equipment Used to Perform Job

Laptop, telephone, copier, fax, printer, PC/Mac with Microsoft Office programs and other software relevant to the position

Contacts

Has frequent contact with company officers and office personnel in other departments related to the position. Has frequent contact with vendors and stores.

Confidentiality

Has access to confidential information

Are you ready to smile, apply today.

Employment is contingent upon the successful completion of a pre employment drug screen.