Loyalty CRM Specialist

At Parkland, our purpose is to Power Journeys & Energize Communities. We are a prominent independent supplier and marketer of fuel and petroleum products and a leading convenience store operator. As One Parkland team, we proudly serve diverse retail, commercial and wholesale customers across Canada, the United States, the Caribbean region, and South America. We power a growing family of locally known brands including M&M Food Market, Fas Gas Plus, Pioneer, RaceTrac, Superpumper, Ultramar, Chevron, Esso, and ON the RUN.

We recognize that diversity gives us an edge and inclusion propels us forward. We're also a passionate team of down-to-earth achievers, committed to getting our customers, colleagues and communities further, faster. As such, we welcome talented individuals that have a variety of perspectives, backgrounds, and industry experience who will contribute to the success of our One Parkland team.

Position Title: Loyalty CRM Specialist

Team and Location: Brand Strategy & Loyalty - Calgary, AB

Salary: $81,200 per year

Position Summary:

Member Journey & Communication Management:

• Leverage program insights to build relevant customer segments and complementary campaigns to drive improved member engagement and customer lifetime value, including welcome, onboarding, retention, churn prevention, engagement and other adhoc campaigns.
• Follow brand guidelines and utilize creative assets to build relevant messages at key customer moments, across email, app/push notifications and SMS text messaging.
• Manage offer library to ensure offers are aligned with appropriate objectives and are meeting performance standards.
• Partner with Analytics and Digital teams to identify personalization opportunities in the customer lifecycle and implement resulting communication tactics.
• Influence the digital product and data roadmaps to unlock further customer communication opportunities.
• Execute and support mass campaigns to member base as per the campaign calendar.
• In partnership with Analytics, appropriately construct static and dynamic audience segments matched with behaviour changing campaigns, that help achieve program KPIs.

Testing & Learn and Communication Optimization:

• Partner with the Loyalty Analytics team to develop and maintain an always-on A/B testing plan that tests offers, audiences, channels, creative and other program insights.
• Solicit testing hypotheses from various internal and external stakeholders to fill and prioritize the testing backlog, based on program KPIs and targets.
• Implement testing plan appropriately across marketing automation journeys, campaigns and creative.
• Implement testing insights to change customer journey flows, alter segmentation approaches, improve channel creative, etc. to optimize performance.

Analysis:

• Partner with appropriate Analytics & Insights teams to understand customer journey insights and opportunities that can be leveraged for different customer journeys, segments, offers, test hypotheses, creative, etc.
• Partner with Loyalty Analytics teams to:
  • Monitor customer journey performance analytics and adjust journeys as appropriate to drive program KPIs.
  • Monitor offer performance and adjust, add, remove offers accordingly.
• Analyze member channel performance and adjust communication frequency, timing, content appropriately based on program and performance data.

Qualifications and Skills:

• Bachelor's degree in an analytics field, marketing, business, or a related field.
• Proven experience (5+ years) in a CRM role, utilizing tools such as Braze, Contentful, or others.
• Proven experience (5+ years) designing optimized marketing automation journeys, building compelling email communications and well-timed push notifications.
• Strong analytical skills with the ability to interpret data and translate insights into actionable strategies/
• Excellent communication and relationship-building skills.
• A self-starter who is driven to proactively identify and implement improvements, who is exceptionally diligent and organized, and who is able to manage competing priorities.
• Bilingual (English and French) is an asset.

We Offer:

• Our Performance-based Annual Incentive Plan, an annual bonus awarding your performance.
• A share in our success through the Employee Share Purchase Plan and 100% company matching.
• A flexible group benefit plan that offers health and dental coverage choices to meet the needs of each unique employee. Inclusive of life and disability insurances, Health Care and Lifestyle Spending options, and a supportive Employee and Family Assistance Program.
• Participation in Parkland Pledge, an employee-driven charitable giving program.
• An employee referral program - earn up to $2000 for your referral.
• In-house learning and development opportunities, leadership training, international opportunities.
• Discount Programs and Educational Scholarship Programs for family members.
• Save on gas at our participating gas stations across Canada (Chevron, Fas Gas, Ultramar, and Pioneer).
• A safety focused work environment and ongoing safety training.

Please note:

• Candidates must be legally able to work in Canada at this time. Parkland regrets that it is unable to sponsor employment Visas.
• Parkland Corporation is committed to the principles of Employment Equity. We strive to provide accessibility in employment to ensure equal access to employment opportunities for candidates, including persons with disabilities. Parkland Corporation will endeavour to provide accommodation to persons with disabilities in the recruitment process upon request. If you are selected for an interview and you require accommodation due to a disability, please notify us upon scheduling your interview.
• Please note that final candidates for this position will be required to undergo a confidential pre-employment background check which may include but not be limited to educational, criminal, credit, drug and alcohol and/or Fitness for Duty testing.

This position will close on May 6, 2024 or when a successful candidate is found.

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