Director, Lifecycle & Loyalty

POSITION SUMMARY:

The Director, Lifecycle & Loyalty leads the strategy, roadmap, and execution for GNC's customer lifecycle marketing and loyalty program (GNC Rewards), driving member engagement, retention, and revenue growth across owned channels. This role owns the end-to-end member journey — from acquisition and onboarding through engagement, retention, reactivation, and advocacy — and is the primary steward of the loyalty program's value proposition, tiering, rewards mechanics, and P&L contribution.

The Director will define annual lifecycle and loyalty priorities and targets, translate them into a clear strategic roadmap, and lead a team responsible for designing new lifecycle programs, scaling triggered/automated campaigns, and optimizing broadcast execution across email, SMS, push, and app. This person will partner closely with Brand Marketing, Merchandising, Ecommerce, Retail, CRM Analytics, and Technology to deliver personalized, relevant experiences that deepen member loyalty and support GNC's growth ambitions. The ideal candidate brings deep expertise in CRM strategy, lifecycle marketing, loyalty program management, audience segmentation, campaign planning, testing, and analytics, along with strong team leadership.

JOB RESPONSIBILITIES:

Strategy & Roadmap 

• Define annual lifecycle and loyalty priorities, strategies, and performance targets to strengthen member engagement and retention, increase revenue per member, and grow enrollment and participation in GNC Rewards. 

• Translate priorities into a clear strategic roadmap and lead the team in executing key initiatives across lifecycle marketing, loyalty programming, broadcast campaigns, and triggered communications. 

Loyalty Program Management 

• Own the strategy, roadmap, and day-to-day management of GNC Rewards, including tier structure, points/rewards mechanics, benefits, and program economics. 

• Evolve the loyalty value proposition to increase enrollment, activation, engagement, and repeat purchase behavior across categories. 

• Design differentiated segment engagement strategies — promotional offers, product exclusives, early access, experiences, and content — to increase relevance and loyalty by member tier and lifecycle stage. 

• Monitor loyalty program health (enrollment, activation, redemption, tier progression, attrition) and recommend program enhancements to drive member value and profitability. 

Customer Journey & Lifecycle Marketing 

• Develop and evolve the end-to-end member journey across all audiences, touchpoints, and channels — from acquisition through onboarding, engagement, retention, reactivation, and advocacy. 

• Develop and execute lifecycle programs across acquisition, onboarding, retention, win-back, and reactivation, and scale triggered/automated campaigns to increase message relevance and support ancillary business growth. 

• Map and optimize key member journeys, identifying friction points and opportunities to improve conversion, engagement, and satisfaction. 

• Lead cross-channel planning to align messaging, cadence, and experiences across email, SMS, push, app, and direct mail over a 12-month roadmap. 

• Define and advance the personalization roadmap, including next-best-action, decisioning, and AI-enabled experiences across owned channels. 

Channel Management & Campaign Execution 

• Own the email, SMS, and push  messaging calendar, messaging strategy, and audience targeting. 

• Drive channel-level KPIs (open rate, CTR, conversion, revenue per send, list growth, program enrollment) and ensure best-in-class execution through rigorous planning, audience strategy, briefing, QA, and testing. 

• Ensure balance of commercial/promotional messaging with brand storytelling, integrated with broader marketing campaigns and merchandising priorities. 

• Develop and manage the personalization and testing roadmap across lifecycle and loyalty communications. 

• Own the strategy, planning, execution, and performance optimization of direct mail programs, ensuring alignment with business objectives, customer lifecycle needs, and campaign ROI goals. 

Measurement & Analytics 

• Partner with Analytics to identify drivers of lifetime value, retention, and churn; establish measurement frameworks and manage KPI discipline across lifecycle and loyalty programs. 

• Build and maintain executive-level dashboards and reporting cadences (weekly, monthly, quarterly) that translate program and campaign performance into clear business narratives for senior leadership. 

• Design and govern a testing and experimentation roadmap (A/B and multivariate testing) across offers, messaging, cadence, and journeys, and ensure statistically sound read-outs. 

• Establish incrementality and attribution frameworks to isolate the impact of lifecycle and loyalty initiatives from baseline behavior, in partnership with Analytics and Finance. 

• Establish a structured measurement and hindsighting approach to evaluate campaign and program performance, capture learnings, and continuously improve strategy and execution. 

• Monitor and report on the health of owned channels and the loyalty program, proactively identifying opportunities to generate incremental revenue and deepen member engagement. 

• Partner with Data, Analytics, and Technology teams to strengthen audience segmentation, measurement infrastructure, and the data/reporting capabilities required to deliver the lifecycle and loyalty roadmap. 

Team Leadership 

• Build and lead a high-performing lifecycle and loyalty team by establishing clear priorities, developing talent and critical capabilities, fostering accountability and collaboration, and creating a culture of continuous learning and strong business results. 

• Serve as GNC's lifecycle marketing and loyalty subject matter expert, providing insights and recommendations to senior leadership and cross-functional partners. 

PHYSICAL ASPECTS/WORK ENVIRONMENT

• This position may be based in either:
• Pittsburgh, PA in a hybrid work environment, with an expectation of 3-4 days per week in the office; or
• New York Metro Area, working remotely with up to 50% travel to support store engagement, field testing, business reviews, leadership meetings, and visits to the Pittsburgh headquarters.
• Regularly required to stand; walk; sit; use hands or fingers to handle or feel; reach with hands and arms; stoop, kneel, crouch, or crawl; and talk or hear
• Sedentary work. Exerting up to 10 pounds of force occasionally and/or negligible amount of force frequently or constantly to lift, carry, push, pull or otherwise move objects. Repetitive motion. Substantial movements (motions) of the wrists, hands, and/or fingers. The worker is required to have close visual acuity to perform an activity such as: preparing and analyzing data and figures; transcribing; viewing a computer terminal; extensive reading.
• Work is performed in an office environment and requires the ability to operate standard office equipment and keyboards.
• Specific vision abilities required by this job include long periods of computer screen usage, close vision, distance vision, color vision, peripheral vision, depth perception, and ability to adjust focus
• The noise level in the work environment is usually low/moderate

* Reasonable accommodations may be made to enable individuals to perform the essential functions.

QUALIFICATIONS:

• Bachelor's degree in Marketing, Business, Communications, Analytics, or a related field required; MBA or advanced degree preferred.
• 10+ years of progressive experience in CRM, customer lifecycle marketing, loyalty, retention, or customer engagement functions, with at least 5 years in a leadership role.
• Proven experience owning and growing large-scale loyalty programs, including program design, tier strategies, rewards structures, promotional frameworks, and program economics.
• Deep expertise developing and executing lifecycle marketing strategies across acquisition, onboarding, engagement, retention, win-back, and reactivation journeys.
• Strong experience managing customer communications across email, SMS, push notifications, mobile app, direct mail, and other owned channels.
• Demonstrated success driving customer retention, member engagement, frequency, lifetime value, and revenue growth through personalized marketing programs.
• Advanced understanding of audience segmentation, customer behavior analysis, customer journey mapping, personalization strategies, and marketing automation.
• Experience partnering with Data, Analytics, and Technology teams to build measurement frameworks, establish attribution methodologies, and improve data-driven decision making.
• Strong analytical skills with the ability to translate complex data into actionable insights, business recommendations, and executive-level reporting.
• Expertise in testing and optimization methodologies, including A/B testing, multivariate testing, incrementality measurement, and performance reporting.
• Experience developing and managing annual marketing roadmaps, budgets, performance targets, and cross-functional initiatives.
• Proven ability to influence and collaborate across Marketing, Ecommerce, Merchandising, Retail Operations, Technology, and Executive Leadership teams.
• Demonstrated success leading, developing, and mentoring high-performing marketing teams in a fast-paced, consumer-centric environment.