Company Description

Dedicated to telling stories and creating experiences, Indigo is always looking for bright, energetic and customer-focused people who can help bring our exciting mission to life in one of our more than 170 Indigo, Indigospirit, Chapters and Coles stores across Canada. We offer a variety of exciting opportunities at our retail stores, distribution centres, and home office for people who share our passions and want to be part of a dynamic and enriching culture.

WHO WE ARE

• We love books and all things beautiful
• We are Canada’s Cultural Department Store
• Books are our heart and our soul and Great Books are JUST the Beginning…

We play by the following rules:

• We exist to add joy to our customers’ lives each and every time they interact with us and our products

• Our job is to create joyful moments for our customers

• We treat each other the way we’d treat a valued friend

• We inspire each other to do our best work

• We seek to ignite creativity and innovation every day

• We give back to the communities in which we operate

Job Description

MISSION

As the Director of Loyalty, you will be responsible for refining and scaling the Indigo loyalty program to enhance data capture, deepen customer engagement, and drive profitable revenue growth. The role will focus heavily on using data to develop loyalty strategies that reflect booklovers’ behaviours and preferences. The role is directly accountable for measurable business outcomes and loyalty program performance/profitability.

KEY PERFORMANCE METRICS

• Total Plum enrollment (P12M active)
• Reach 80% Plum loyalty member penetration within 12 months
• Grow first-party data collection by 10% YOY
• Increase email database from 2.1MM to 2.4MM
• Drive Mobile acquisition rate +10 pts
• Improve loyalty member data completeness by 25%
• Increase loyalty member purchase frequency by 10% (from 2.4 to 2.6)
• Increase AOV for members vs. non-members by 10%
• Launch new member partnerships
• Implement quarterly A/B testing roadmap
• Team engagement

KEY ACCOUNTABILITIES

Strategic

• Maintain a high level of strategic foresight by identifying customer and business needs, and adjusting departmental and team objectives accordingly
• Design and optimize a multi-tiered loyalty program aligned with the values of book-loving customers.
• Build data pipelines that collect member preferences, interests, and behaviour across channels.
• Deliver personalized offers, content, and experiences that reflect member interests and reading behaviour.
• Identify, negotiate, and manage external partnerships that add member value, differentiate the loyalty experience, and expand program reach. Examples include:
  • Publisher collaborations for early releases, signed editions, or exclusive content
  • Cultural and educational institutions offering member discounts or access
  • Lifestyle brands offering relevant member perks (e.g., journals, coffee, travel)

Functional

• Run regular experimentation on rewards structures, messaging, and offers to drive continuous improvement and improved profitability.
• Ensure the execution of team deliverables and adapt team priorities based on changing needs
• Set/adhere to team budgets, as applicable
• Challenge the status quo by consistently identifying areas for improvement, diagnosing issues and working to resolve them

People

• Builds and sustains a highly engaged department with appropriate succession plans.
• Attracts and develops high quality talent (A’s).
• Inspires customer focused, process and systems thinking in Indigo’s teams.
• Collaborates with others to drive flexible and iterative solutions, quickly and easily.
• Encourages others to freely share their point of view and be open to feedback.

Cultural

• Instills a culture of customer first and process & systems thinking.
• Models Indigo’s guiding principles and convey an image of opportunity and positivity.
• Celebrates diversity of thought and have an open mindset.
• Embraces, champions and influences change through your team and/or the organization.

SCOPE

Reports to: Chief Marketing Officer

Manager once Removed (MOR): Chief Executive Officer

KEY RELATIONSHIPS

Internal:

• Marketing Leadership Team
• Retail strategy & Operations
• In-Store & Online Merchandising
• Customer Insights & Analytics
• Finance
• Information Technology, Digital Product

External:

• Technical Vendor for Loyalty

• Potential Loyalty Benefits Partners

Qualifications

Work Experience / Education / Certifications

• Bachelor’s degree in Marketing, Business, Data Analytics, or a related discipline; MBA considered an asset.
• 8+ years of experience in loyalty marketing, CRM, or customer strategy, with a retail or content-driven brand.
• Deep experience using customer data to shape engagement strategies.
• Demonstrated ability to develop and scale loyalty partnerships.
• Proficiency with CRM, loyalty platforms, and testing tools.
• Strong people leadership and project management skills.

Competencies / Skills / Attributes

• Passion for books, reading culture, and creating community-centered experiences
• Strong drive and results oriented, with a focus on continual improvement
• Creative and innovative approach to problem solving
• Ability to collaborate and build strong relationships with cross-functional partners

Additional Information

At Indigo, we are committed to our communities, our customers, and each other; together we can make a positive impact. We know that fostering diversity and inclusion brings out your full potential and creates a joyful and welcoming environment for everyone. We are driven to be an equitable employer, which highly values your diverse backgrounds, experiences, and perspectives. We believe that you, in all your uniqueness, belong at Indigo. We welcome all applicants and encourage applications from individuals who identify as Black, Indigenous, a person of colour, LGBTQ2+ and people with disabilities. Accommodations are available upon request to individuals who self-identify as having a disability or special need. Please contact Human Resources at Support-HR@indigo.ca if you require an accommodation at any time during the recruitment process.

WELCOME HOME