Job Description
Job Description What You'll Be Serving Up: The Head of Loyalty and eCommerce will lead the global digital commerce agenda, driving the growth, adoption, and impact of the brand's digital ecosystem across markets. This role is responsible for defining the long-term strategy and operational framework for eCommerce and loyalty ensuring seamless, connected, and profitable digital experiences across all owned and operated channels (app, web, kiosk, and delivery).
This leader will bring deep loyalty expertise and a proven track record in scaling best-in-class loyalty programs, optimizing for penetration, engagement, and retention. They will act as a strategic partner to markets and cross-functional leaders, ensuring alignment between the commercial, brand, and technology roadmaps.
Here's How You'll Spice Things Up: Global Strategy & Leadership
- Define and lead the global loyalty strategy, setting the vision for digital customer engagement and commercial growth.
- Establish a unified loyalty framework that scales globally while allowing local market flexibility and innovation.
- Serve as the global subject matter expert on loyalty, driving best practices in customer acquisition, activation, and retention.
- Partner with cross-functional leaders (Marketing, Technology, Operations, Finance) to ensure the digital ecosystem delivers both brand and business value.
- Inspire and develop a high-performing, multidisciplinary team spanning loyalty, creative experience, analytics, and channel management.
Program & Platform Development
- Oversee the global loyalty program roadmap, ensuring the platform evolves in line with customer expectations, competitive trends, and business needs.
- Collaborate with product and technology teams to define digital feature requirements that enhance customer experience and lifetime value.
- Drive alignment across channels (app, web, kiosk, delivery) to ensure a consistent, seamless, and branded customer journey.
- Support market adoption by providing scalable playbooks, frameworks, and commercial models that guide local execution.
Performance & Measurement
- Establish and embed a unified global measurement framework for eCommerce and loyalty performance, covering penetration, engagement, frequency uplift, LTV, and ROI.
- Champion a data-led culture, leveraging analytics to inform commercial decision-making and continuous improvement.
- Lead regular performance reviews, identifying opportunities to optimize digital channel effectiveness and loyalty impact.
Cross-Functional & Market Engagement
- Act as the global lead for market engagement, guiding the rollout, governance, and evolution of the loyalty and eCommerce programs.
- Collaborate with regional and market teams to localize global strategies, ensuring cultural and operational fit.
- Partner with operations, marketing, and finance to ensure commercial alignment and full-channel integration across delivery, kiosk, and restaurant experiences.
Team Leadership
The Head of Loyalty and eCommerce will lead a team of specialized managers responsible for defining, delivering, and optimizing the eCommerce and loyalty ecosystem:
- Digital Strategy Manager: Defines the global program framework, ensuring consistency across tiers, rewards, and customer experiences.
- Loyalty Creative Lead: Owns the end-to-end loyalty product experience across app, web, and kiosk.
- Performance Lead: Develops and governs the global measurement and reporting framework.
- Delivery Channel Manager: Sets commercial and operational best practices for aggregators and delivery channels.
- Kiosk Channel Manager: Leads kiosk performance and best practice integration across the digital and physical customer experience.
What You Bring to the Table: - 12+ years in digital commerce, CRM, or loyalty leadership roles, preferably within international, consumer-facing businesses and / or franchised type businesses (e.g., QSR)
- Proven track record in scaling loyalty programs that deliver measurable customer and commercial impact.
- Strong strategic and analytical capability, with experience leading multi-channel digital growth.
- Deep understanding of digital product development, performance marketing, and omnichannel customer journeys.
- Exceptional leadership, stakeholder management, and influencing skills across global and matrixed organizations.
- Experience partnering with technology and operations functions to deliver digitally enabled customer experiences.
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