Manager, Loyalty & CRM

Career Opportunities: Manager, Loyalty & CRM (8055)

Requisition ID 8055 - Posted 06/18/2026 - eCommerce - Full Time - United States - Hybrid - California - San Leandro, CA

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About the Role

We''re looking for a Manager, Loyalty & CRM to manage the day-to-day execution of our loyalty program, Ariat Insider, and our CRM marketing initiatives - while contributing to the strategy that drives both forward. This role sits at the center of our member experience, supporting how customers engage with the Ariat brand beyond the transaction: through signature loyalty campaigns, exclusive member benefits, and experiences that deepen connection and drive lifetime value.

This is a role for a doer with strategic curiosity - someone who can turn customer data into insight and ideas into action. You''ll have the chance to present campaign concepts to the Senior Director and Chief eCommerce Officer, while rolling up your sleeves to bring programs to life.

This is a highly cross-functional role: you''ll collaborate with creative, legal, data analytics, retail, site operations, IT, customer service, and external partners to deliver best-in-class member experiences.

You'll Make a Difference By

Loyalty Program Management

• Owning day-to-day management and ongoing optimization of the loyalty activation and acquisition program strategy, including member benefits, point campaigns, partnership opportunities and new engagement opportunities
• Managing the loyalty platform campaigns: setting up, testing, and QA all promotions in development and production environments, and managing campaign scheduling
• Developing and launching new member activation ideas, in-store member services and events, and future initiatives
• Maintaining promotion process documentation, and distributing to merchandising, retail, and e-commerce stakeholders on defined timelines

Campaign Strategy & Execution

• Planing and executeing loyalty campaigns and seasonal events (e.g., Member Week, holiday gifting campaigns, themed sales moments) from concept through post-mortem
• Leading and coordinating campaign kickoffs with creative teams, route projects through creative review and approval processes, and managing stakeholder sign-off at each stage
• Managing email marketing initiatives in partnership with the CRM/email team, including journey optimization, audience targeting, and A/B testing

Sweepstakes & Promotions

• Managing end-to-end sweepstakes execution: official rules and affidavits, landing page development with web teams, SMS setup, entry data collection, and winner verification and fulfillment
• Partnering with legal to ensure all promotions, sweepstakes, and licensing agreements are compliant and properly routed for approval
• Coordinating with third-party sweepstakes platforms (e.g., Viral Sweeps) and ensure internal stakeholders receive assets ahead of launch deadlines

Retail Initiatives

• Coordinating loyalty-exclusive product initiatives: product sourcing, sample management for photo/video shoots, purchase orders, SAP item setup, and DC delivery verification
• Partnering with store operations teams on in-store loyalty offers, signage, and member experiences

Reporting & Insights

• Owning weekly and monthly reporting for loyalty program
• Analyzing promotion performance (returns, customer repeat rate, order repeat rate) and presenting findings and recommendations
• Maintaining competitive intelligence: monitoring competitor loyalty programs, conducting deep-dive research (e.g., peer loyalty program audits), and keeping leadership decks current
• Assisting with other responsibilities based on business needs.

About You

Required

• 3-6 years of experience in loyalty marketing, CRM, retention marketing, or related field
• Proven track record managing multi-channel campaigns end to end - including creative kickoff, legal review, QA, launch, and reporting
• Strong project management skills with the ability to juggle multiple concurrent workstreams, stakeholders, and deadlines
• Proficiency with Google Workspace (Slides, Sheets, Docs), and comfort building decks and maintaining reporting trackers
• Excellent cross-functional communication - this role interfaces daily with creative, legal, retail, e-commerce, merchandising, IT, and external partners

Preferred

• Experience in retail, apparel, footwear, or lifestyle brands
• Experience managing sweepstakes, contests, or regulated promotions, including official rules and winner fulfillment
• Hands-on experience with a loyalty platform (Annex Cloud, Yotpo, LoyaltyLion, or similar) and an Email Service Platform (Salesforce Marketing Cloud, Cordial, Braze or similar)
• Familiarity with work management tools (Workfront, Jira, or similar)
• Working knowledge of SMS marketing compliance and data collection best practices
• Experience with Lucidchart, Canva, and competitive intelligence research

About Ariat

Ariat is an innovative, outdoor global brand with roots in equestrian performance. We develop high-quality footwear and apparel for people who ride, work, and play outdoors, and care about performance, quality, comfort, and style.

The salary range for this position is $100,000 - $115,000 per year.

The salary is determined by the education, experience, knowledge, skills, and abilities of the applicant, internal equity, and alignment with market data for geographic locations. Ariat in good faith believes that this posted compensation range is accurate for this role at this location at the time of this posting. This range may be modified in the future.

Ariat's holistic benefits package for full-time team members includes (but is not limited to):

• Medical, dental, vision, and life insurance options
• Expanded wellness and mental health benefits
• Paid time off (PTO), paid holidays, and paid volunteer days
• 401(k) with company match
• Bonus incentive plans
• Team member discount on Ariat merchandise

Note: Availability of benefits may be subject to location & employment type and may have certain eligibility requirements. Ariat reserves the right to alter these benefits in whole or in part at any time without advance notice.

Ariat will consider qualified applicants, including those with criminal histories, in a manner consistent with state and local laws. Ariat is an Equal Opportunity Employer and considers applicants for employment without regard to race, color, religion, sex, orientation, national origin, age, disability, genetics or any other basis protected under federal, state, or local law. Ariat is committed to providing reasonable accommodations to candidates with disabilities. If you need an accommodation during the application process, email human.resources@ariat.com.

Please see our Employment Candidate Privacy Policy at www.ariat.com/careers to learn more about how we collect, use, retain and disclose Personal Information.

Please note that Ariat does not accept unsolicited resumes from recruiters or employment agencies. In the absence of a signed Agreement, Ariat will not consider or agree to payment of any referral compensation or recruiter/agency placement fee. In the event a recruiter or agency submits a resume or candidate without a previously signed Agreement, Ariat explicitly reserves the right to pursue and hire those candidate(s) without any financial obligation to the recruiter or agency. Any unsolicited resumes, including those submitted directly to hiring managers, are deemed to be the property of Ariat.

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About the Role

We''re looking for a Manager, Loyalty & CRM to manage the day-to-day execution of our loyalty program, Ariat Insider, and our CRM marketing initiatives - while contributing to the strategy that drives both forward. This role sits at the center of our member experience, supporting how customers engage with the Ariat brand beyond the transaction: through signature loyalty campaigns, exclusive member benefits, and experiences that deepen connection and drive lifetime value.

This is a role for a doer with strategic curiosity - someone who can turn customer data into insight and ideas into action. You''ll have the chance to present campaign concepts to the Senior Director and Chief eCommerce Officer, while rolling up your sleeves to bring programs to life.

This is a highly cross-functional role: you''ll collaborate with creative, legal, data analytics, retail, site operations, IT, customer service, and external partners to deliver best-in-class member experiences.

You'll Make a Difference By

Loyalty Program Management

• Owning day-to-day management and ongoing optimization of the loyalty activation and acquisition program strategy, including member benefits, point campaigns, partnership opportunities and new engagement opportunities
• Managing the loyalty platform campaigns: setting up, testing, and QA all promotions in development and production environments, and managing campaign scheduling
• Developing and launching new member activation ideas, in-store member services and events, and future initiatives
• Maintaining promotion process documentation, and distributing to merchandising, retail, and e-commerce stakeholders on defined timelines

Campaign Strategy & Execution

• Planing and executeing loyalty campaigns and seasonal events (e.g., Member Week, holiday gifting campaigns, themed sales moments) from concept through post-mortem
• Leading and coordinating campaign kickoffs with creative teams, route projects through creative review and approval processes, and managing stakeholder sign-off at each stage
• Managing email marketing initiatives in partnership with the CRM/email team, including journey optimization, audience targeting, and A/B testing

Sweepstakes & Promotions

• Managing end-to-end sweepstakes execution: official rules and affidavits, landing page development with web teams, SMS setup, entry data collection, and winner verification and fulfillment
• Partnering with legal to ensure all promotions, sweepstakes, and licensing agreements are compliant and properly routed for approval
• Coordinating with third-party sweepstakes platforms (e.g., Viral Sweeps) and ensure internal stakeholders receive assets ahead of launch deadlines

Retail Initiatives

• Coordinating loyalty-exclusive product initiatives: product sourcing, sample management for photo/video shoots, purchase orders, SAP item setup, and DC delivery verification
• Partnering with store operations teams on in-store loyalty offers, signage, and member experiences

Reporting & Insights

• Owning weekly and monthly reporting for loyalty program
• Analyzing promotion performance (returns, customer repeat rate, order repeat rate) and presenting findings and recommendations
• Maintaining competitive intelligence: monitoring competitor loyalty programs, conducting deep-dive research (e.g., peer loyalty program audits), and keeping leadership decks current
• Assisting with other responsibilities based on business needs.

About You

Required

• 3-6 years of experience in loyalty marketing, CRM, retention marketing, or related field
• Proven track record managing multi-channel campaigns end to end - including creative kickoff, legal review, QA, launch, and reporting
• Strong project management skills with the ability to juggle multiple concurrent workstreams, stakeholders, and deadlines
• Proficiency with Google Workspace (Slides, Sheets, Docs), and comfort building decks and maintaining reporting trackers
• Excellent cross-functional communication - this role interfaces daily with creative, legal, retail, e-commerce, merchandising, IT, and external partners

Preferred

• Experience in retail, apparel, footwear, or lifestyle brands
• Experience managing sweepstakes, contests, or regulated promotions, including official rules and winner fulfillment
• Hands-on experience with a loyalty platform (Annex Cloud, Yotpo, LoyaltyLion, or similar) and an Email Service Platform (Salesforce Marketing Cloud, Cordial, Braze or similar)
• Familiarity with work management tools (Workfront, Jira, or similar)
• Working knowledge of SMS marketing compliance and data collection best practices
• Experience with Lucidchart, Canva, and competitive intelligence research

About Ariat

Ariat is an innovative, outdoor global brand with roots in equestrian performance. We develop high-quality footwear and apparel for people who ride, work, and play outdoors, and care about performance, quality, comfort, and style.

The salary range for this position is $100,000 - $115,000 per year.

The salary is determined by the education, experience, knowledge, skills, and abilities of the applicant, internal equity, and alignment with market data for geographic locations. Ariat in good faith believes that this posted compensation range is accurate for this role at this location at the time of this posting. This range may be modified in the future.

Ariat's holistic benefits package for full-time team members includes (but is not limited to):

• Medical, dental, vision, and life insurance options
• Expanded wellness and mental health benefits
• Paid time off (PTO), paid holidays, and paid volunteer days
• 401(k) with company match
• Bonus incentive plans
• Team member discount on Ariat merchandise

Note: Availability of benefits may be subject to location & employment type and may have certain eligibility requirements. Ariat reserves the right to alter these benefits in whole or in part at any time without advance notice.

Ariat will consider qualified applicants, including those with criminal histories, in a manner consistent with state and local laws. Ariat is an Equal Opportunity Employer and considers applicants for employment without regard to race, color, religion, sex, orientation, national origin, age, disability, genetics or any other basis protected under federal, state, or local law. Ariat is committed to providing reasonable accommodations to candidates with disabilities. If you need an accommodation during the application process, email human.resources@ariat.com.

Please see our Employment Candidate Privacy Policy at www.ariat.com/careers to learn more about how we collect, use, retain and disclose Personal Information.

Please note that Ariat does not accept unsolicited resumes from recruiters or employment agencies. In the absence of a signed Agreement, Ariat will not consider or agree to payment of any referral compensation or recruiter/agency placement fee. In the event a recruiter or agency submits a resume or candidate without a previously signed Agreement, Ariat explicitly reserves the right to pursue and hire those candidate(s) without any financial obligation to the recruiter or agency. Any unsolicited resumes, including those submitted directly to hiring managers, are deemed to be the property of Ariat.