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

The Senior Manager, Member Engagement, is responsible for growing member engagement (retention, digital engagement, acquisition and RFM) through, offer, partner and promotional strategies. This role drives innovation in the plum rewards program, with an ongoing roadmap of new features and benefits to achieve best-in-class engagement across all members. This role also owns the member communication strategy, to build community between members and Indigo.

KEY PERFORMANCE METRICS

• Overall loyalty program satisfaction and engagement
• Measured improvement in plum member retention, spend and frequency
• Acquisition and retention rate of plum members and email opt-in
• Measurable ROI from loyalty promotions, events, and campaigns
• Internal stakeholder and project partner satisfaction: strength of relationships with key leaders across Marketing, Merchandising and Channel leadership

KEY ACCOUNTABILITIES

Strategic

• Develop plum acquisition & engagement strategy; champion this plan with Retail and Digital teams
• Lead the development of the loyalty engagement strategy across email and SMS, including trigger-based journeys, lifecycle flows, and campaign-level performance optimization
• Support on 3 year+ continuous development roadmap for plum: introduce new benefits to the program, including external partnerships, exclusive experiences, and subscriptions; partner with Indigo Digital and IT teams to execute tech developments
• Oversee the development and performance of targeted loyalty sub-programs including program positioning, messaging, and offers
• Coordinate and support loyalty program partnerships (e.g., Café, Financial Services) to ensure successful execution of member benefits and offers.

Functional

• Execute member promotions, including strong in-store communications program, cross-functional marketing and event team coordination
• Lead updates to program Terms & Conditions as needed, in partnership with the legal team
• Build and deliver the monthly plum newsletter, working with cross-functional and external partners to curate exclusive content and offers
• Challenge the status quo by consistently identifying areas for improvement, diagnosing issues and working to resolve them
• Investigate and resolve customer and store issues related to the loyalty program
• Draft briefs and coordinate the execution of loyalty messaging across email and social media channels in alignment with marketing calendars.
• Support store teams and customer service with loyalty-related tools, processes, and communications; gather and relay feedback to improve program execution at frontline.

People

• Collaborate with others to drive flexible and iterative solutions, quickly and easily
• Create an environment where technical skills can be shared among team members
• Encourage others to freely share their point of view and be open to feedback

Cultural

• Model Indigo’s beliefs and convey a positive image in everything you do
• Celebrate diversity of thought and have an open mindset
• Take an active role in fostering a culture of continual learning, taking risks without the fear of making mistakes
• Embrace, champion and influence change through your team and/or the organization

SCOPE

Reports to: Director, Loyalty

Manager once Removed (MOR): CMO, Chief Marketing Officer

KEY RELATIONSHIPS

Internal:

• Customer Intelligence

• Digital Marketing

• Marketing

• Merchandising

• Site Experience

• Programming & Events

• Digital Merchandising

• Retail Operations

External:

• Third-party consultants / vendors including potential partners for loyalty, technical vendors, marketing agencies (e.g., direct mail providers, consumer research); partner brands

Qualifications

Work Experience / Education / Certifications

• Post-secondary education in business, marketing, or a related field. MBA considered an asset.
• 5+ years of demonstrated experience in loyalty and/or CRM/data-driven marketing, preferably in agency, retail or consumer goods

Competencies / Skills / Attributes

• Data-driven mindset with a focus on continuous improvement and measurable impact

• Creative and innovative approach to problem solving.

• Excellent leadership, communication, and collaboration skills

• Ability to balance strategic thinking with operational execution

• Strong quantitative analytical skills

• Strong project management experience organizational skills

• Customer-centric approach

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