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Salary: USD 150,000 - 180,000 / annual
Sweetgreen is seeking a Senior Manager, Loyalty & CRM to own the strategy and execution of the company's loyalty program (SG Rewards) and full CRM ecosystem (email, push, SMS, in-app). This is a strategy-first role focused on earning customer attention, frequency, and lifetime value across owned channels.
Key Responsibilities:
Loyalty Program: Own SG Rewards end-to-end, including member value proposition, earn/burn mechanics, tier structures, activation layers, and multi-year roadmap. Build a program that feels distinctly like sweetgreen and drives loyalty beyond discounts. Sequence loyalty mechanics against the marketing calendar to align with menu drops, brand moments, and restaurant openings. Partner with Finance to evolve offer logic and discount governance, optimizing ROI of every discount dollar.
CRM & Lifecycle: Define channel strategy and message sequencing across the customer journey. Partner creatively with Brand, Creative, Social, PR, and Local Marketing teams to develop engaging, channel-adapted campaigns. Set audience and segmentation strategy grounded in behavior. Develop personalization approach in partnership with Product. Lead strategy for lifecycle programs (onboarding, frequency building, deceleration/win-back, tier progression). Own the martech roadmap and vendor strategy, including future capability needs like decisioning and personalization.
Analytics & Measurement: Prioritize and own a learning agenda across offer, segmentation, creative, and cadence. Report performance in terms of incremental behavior, incremental revenue, and ROI. Translate insights into recommendations that shape decisions beyond marketing.
Team & Operating Model: Hire, develop, and retain a high-performing team. Set clear expectations and grow people into their next roles. Steward cross-functional workflows including intake, prioritization, briefing standards, QA, and campaign velocity. Evolve the function as the business scales, including automation and AI decisioning opportunities.
Success Metrics: Member frequency, retention, and lifetime value; incremental revenue from loyalty and CRM; discount ROI and margin efficiency; loyalty participation and tier progression; owned channel engagement; digital customer base growth.
Requirements:
- 8+ years in CRM, lifecycle, or loyalty, including direct ownership of a consumer loyalty program
- Experience managing and developing a team
- Strong customer analytics skills; comfortable with SQL and BI tools; fluent in experiment design, holdouts, and incrementality
- Financial acumen; ability to work with program economics models, discount ROI, and P&L impact of offer constructs
- Strategic mindset; lead with point of view and concept, supported by data and plan
- Brand instinct; ability to create programs and moments that drive conversion and brand love
- Comfortable with ambiguity; can operate on novel problems and reach defensible answers
- Cross-functional leadership; can align Product, Finance, Data, Brand, Ops, and Creative without formal authority
Nice to Have:
- Hands-on experience with Braze, SessionM, Hightouch, or comparable loyalty/CRM platforms
- Familiarity with modern data stack (Snowflake, AI)
- Knowledge of decisioning concepts like Next Best Action or Next Best Offer
- Background in restaurant, retail, or high-frequency consumer category
