Overview
Head of Loyalty – Newcastle Upon Tyne, Tyne and Wear
- This is a full-time role, however flexibility in this will be considered
- We know that having a work-life balance is important, so we offer our colleagues as much flexibility as possible in line with the needs of their role
- The base location for this role is Greggs House, Quorum Business Park, Newcastle Upon Tyne, NE12 8BU
Main Responsibilities
Create loyalty that changes customer behaviour
- Own the end-to-end loyalty reward proposition, including mechanics, thresholds, investment levels and commercial performance.
- Use customer insight, propensity modelling and uplift analysis to identify the behaviours and interventions that drive incremental spend and increased visits.
- Continuously test, learn and optimise loyalty mechanics to ensure every pound invested delivers measurable return and customer value.
- Drive LFL growth, visit frequency and customer lifetime value
Make every customer interaction more personal
- Lead the personalisation strategy, determining the right offer, for the right customer, at the right time to maximise engagement and commercial impact.
- Build and evolve next-best-action capabilities, targeting customers whose behaviour can be influenced through timely and relevant interventions.
- Transform loyalty engagement from scheduled campaign activity to real-time, personalised experiences delivered through the app.
Shape the future of the Greggs loyalty App experience
- Define the product vision and roadmap for the loyalty app, ensuring priorities balance customer value, commercial return and delivery effort.
- Partner closely with Product and Engineering teams to translate commercial and loyalty objectives into a clear, prioritised backlog.
- Own and track app performance metrics including adoption, active users, conversion, retention and identified share of transactions.
Turn customer data into business growth
- Drive growth in loyalty membership, customer identification rates and the depth of customer data collected.
- Turn customer data into actionable insight that informs decision-making across loyalty, marketing and the wider business.
- Develop a deeper understanding of customer behaviours, motivations and opportunities to drive growth.
Keep customers coming back
- Identify early signs of customer lapse and develop interventions that improve retention and strengthen long-term customer relationships.
- Create loyalty mechanics that support wider business objectives, including product trial, frequency growth and strategic commercial priorities.
- Ensure loyalty activity supports both customer and business growth objectives.
Build advocacy and stronger customer connections
- Build advocacy and brand affinity through loyalty experiences that encourage repeat purchase and recommendation.
- Use customer feedback and behavioural insight to influence improvements to the customer experience across Greggs.
- Create meaningful customer interactions that strengthen engagement with the Greggs brand.
Lead the team behind the strategy
- Lead, coach and develop a high-performing team, creating a culture of ownership, innovation and continuous improvement.
- Build strong partnerships across Commercial, Retail, Finance, Marketing, Digital and Technology teams to deliver the loyalty strategy successfully.
- Influence senior stakeholders and align teams behind a clear vision for loyalty, personalisation and customer growth.
Ideal Candidate
You will fit right into this role if you:
- Have significant experience leading loyalty, CRM or rewards programmes, with a strong data-led approach and a proven ability to drive incremental spend and customer value.
- Experience owning the value logic of a loyalty proposition, designing reward mechanics and customer journeys that influence behaviour rather than simply rewarding transactions.
- Have a strong understanding of propensity, lapse and incrementality modelling, with the ability to direct data science teams and challenge assumptions effectively.
- Expertise in personalisation, with experience determining the right offer, for the right customer, at the right time to maximise engagement and commercial return.
- Strong commercial acumen, with the ability to confidently articulate ROI, defend investment decisions and demonstrate value to Finance and senior stakeholders.
- The ability to work directly with customer data, including SQL or similar data-querying tools, to identify opportunities and generate actionable insight.
- Knowledge of customer data platforms (CDPs) and how customer, app and CRM data can be connected to create more personalised experiences.
- Experience leading high-performing, cross-functional teams across CRM, data, product or customer functions.
- A collaborative leadership style, with the ability to build strong relationships across Commercial, Retail, Finance, Marketing, Digital and Technology teams.
- Excellent communication and influencing skills, with the confidence to engage and present to senior leadership teams.
It would be great if you also have…
- Experience within a high-frequency retail, food-to-go, hospitality or grocery environment.
- Experience overseeing an app product and using digital channels as the primary delivery mechanism for loyalty and customer value.
- Experience with test-and-control methodologies, incrementality measurement or advanced experimentation techniques.
- Knowledge of app product development and roadmap management.
- Experience presenting loyalty or customer growth strategies and results at Executive or Board level.
- A degree or equivalent commercial experience.
IMPORTANT: Before applying for this role, please make sure you have the right to work in the country where the role is based. Unless it clearly stipulates within in the job advert above that the hiring company is looking to or able to sponsor applicants it is deemed that the hiring employer will only consider applications from those able to comply with and work in the country where the role is based.
