Manager., Guest Growth & Decisioning

Position Overview

The Manager, Guest Growth & Decisioning is responsible for developing the strategies, audiences, loyalty levers, and personalization capabilities that drive guest frequency, retention, engagement, and lifetime value.

Serving as the bridge between Business Intelligence and Activation, this role translates guest intelligence into actions that influence guest behavior across the customer journey. By leveraging loyalty data, guest feedback, analytics, customer engagement platforms, and emerging decisioning capabilities, this leader identifies growth opportunities and develops strategies that improve guest engagement and business performance.

This position owns loyalty engagement strategy, audience strategy, segmentation, personalization, lifecycle strategy, and customer engagement governance. The role partners closely with Business Intelligence, Brand, Digital, Paid Media, Operations, and agency partners to ensure guest intelligence is consistently converted into actions that create measurable business impact.

Success in this role requires a unique blend of loyalty, CRM, lifecycle marketing, customer engagement, analytics, and strategic thinking. The ideal candidate can translate insights into decisions, influence cross-functional teams, and help build the customer decisioning capabilities that support Red Robin's future growth strategy.

Key Responsibilities:

Loyalty, Retention & Guest Growth

Lead loyalty engagement, retention, reactivation, and member growth strategies
Develop strategies that increase guest frequency, engagement, and lifetime value
Identify opportunities to strengthen loyalty member acquisition, onboarding, activation, and retention
Recommend enhancements to loyalty benefits, rewards, offers, and engagement initiatives
Partner across teams to ensure loyalty strategies align with broader business objectives and growth priorities

Audience Strategy & Personalization

Own audience strategy, segmentation frameworks, and targeting approaches
Develop personalization strategies across digital, loyalty, and customer engagement touchpoints
Define audience eligibility, prioritization, and engagement approaches
Recommend guest-centric offer and engagement strategies based on behavior, value, and business objectives
Ensure a consistent decisioning approach across customer touchpoints and channels

Customer Engagement Strategy & Governance

Own customer engagement strategy across email, SMS, push, loyalty, and other guest touchpoints
Establish audience governance, contact strategy, exclusion rules, prioritization frameworks, and lifecycle standards
Develop customer journey strategies and lifecycle engagement recommendations
Serve as the business owner and subject matter expert for customer engagement platforms and lifecycle marketing capabilities
Partner with activation teams and agency partners to ensure strategies are executed effectively and consistently

Decisioning & Growth Strategy

Translate guest intelligence into actionable business recommendations
Identify, prioritize, and communicate guest growth opportunities
Lead testing, experimentation, and optimization initiatives focused on guest behavior and engagement
Partner with Business Intelligence to prioritize analytical workstreams and evaluate results
Develop recommendations that influence loyalty, personalization, retention, and customer engagement strategies

Cross Functional Leadership

Partner with Business Intelligence, Brand, Digital, Paid Media, Operations, and agency partners to align priorities and growth strategies
Influence cross-channel activation through audience, personalization, loyalty, and engagement recommendations
Present insights, opportunities, and recommendations to leadership and cross-functional stakeholders
Champion guest-centric decision making across the organization
Help build the processes, capabilities, and operating model that support a more decisioning-led organization

Success Measures

Guest frequency
Retention and reactivation
Active loyalty membership
Loyalty member engagement
Guest lifetime value
Incremental traffic and sales
Personalization effectiveness
Adoption of guest intelligence in business decisions
Customer engagement performance

Knowledge, Skills & Experience

7+ years of progressive experience in loyalty, CRM, lifecycle marketing, customer engagement, personalization, customer growth strategy, or related consumer marketing disciplines
Strong strategic thinking skills with the ability to translate guest intelligence into business actions and growth opportunities
Demonstrated experience developing loyalty, retention, lifecycle, personalization, and customer engagement strategies that drive measurable business results
Experience developing audience strategies, segmentation frameworks, lifecycle programs, and retention initiatives
Strong analytical capabilities with the ability to interpret data, identify opportunities, and develop actionable recommendations
Experience leveraging customer data, loyalty data, behavioral insights, analytics, and testing to influence business decisions and drive growth outcomes
Understanding of customer engagement platforms, marketing automation, loyalty platforms, and customer journey orchestration
Knowledge of audience governance, contact strategy, segmentation, personalization, and lifecycle marketing best practices
Experience designing, evaluating, and scaling testing and optimization initiatives
Ability to influence cross-functional teams and build alignment across multiple stakeholders without direct authority
Strong communication, presentation, storytelling, and executive influence skills
Comfortable working with Business Intelligence, analytics teams, agency partners, and cross-functional stakeholders to solve complex business problems
Demonstrated ability to prioritize competing opportunities and drive results in a fast-paced environment
Strong project management and organizational skills with a high level of accountability
Experience managing agency, technology, and vendor relationships
Proficiency with Microsoft Office Suite, including Excel and PowerPoint

Preferred Qualifications

Experience with customer engagement, CRM, loyalty, or marketing technology platforms such as Salesforce Marketing Cloud, Braze, SessionM, Iterable, or similar platforms
Experience with customer analytics, audience segmentation, lifecycle marketing, personalization, and testing methodologies
Experience translating customer insights into audience, offer, personalization, and engagement strategies
Restaurant, hospitality, retail, eCommerce, consumer loyalty, or customer engagement experience strongly preferred
Bachelor's degree in Marketing, Business, Analytics, Hospitality, or related field required, or equivalent combination of education and experience

Compensation Range: $97,400.00 - $134,000.00

Red Robin is an Equal Opportunity & E-Verify Employer

Originally posted on Himalayas