Marketing Manager, Loyalty Programs

Do you love turning customer insights into experiences that keep people coming back? We're looking for a Marketing Manager, Loyalty Programs to join our Marketing Activation team in Richmond, VA. You will lead the strategy, delivery and growth of loyalty experiences across several of our brands. You'll build customer experience roadmaps, run integrated campaigns across web, email, text, social, direct mail and new channels, and see your ideas launch.

You'll be responsible for the full loyalty experience and speak up for the customer at every step. We'll count on you to bring together brand, creative, technology, analytics, legal and compliance partners, along with agencies and senior leaders, to take each idea from evidence-based planning through launch and post-launch learning. If you want to build loyalty programs that deliver measurable results and grow across brands, we'd love to meet you!

What you will be doing:

• Own the roadmap: Develop, prioritize and deliver loyalty program and customer experience roadmaps that support brand objectives, consumer jobs to be done, enterprise priorities and measurable business outcomes. Shape annual and quarterly planning by presenting strategic opportunities, resource needs, tradeoffs and recommendations backed by consumer and business evidence.
• Lead as product owner: Serve as the main product owner for digital loyalty experiences. Turn marketing goals into clear business requirements, experience principles, technical inputs, delivery priorities, timelines and go-to-market plans.
• Bring teams together: Lead cross-functional teams from brand, channel, creative, technology, analytics, legal, compliance, procurement, operations and external partners to deliver coordinated omnichannel programs and activations.
• Shape the marketing toolkit: Define and keep improving key marketing documents, including creative briefs, content and channel strategies, incentive recommendations, testing plans, measurement frameworks and post-launch optimization priorities.
• Deliver across every touchpoint: Run execution across digital and physical touchpoints, including web experiences, landing pages, email, text, social media, direct mail, catalogs, fulfillment and related consumer communications. Lead incentive, catalog and fulfillment operations, including vendor performance, redemption and inventory monitoring, forecasting, invoicing, budget management and issue resolution.
• Make data-driven decisions: Set performance objectives. Use consumer insights, engagement data, redemption trends, channel results and post-launch analytics to make decisions and run a disciplined test-and-learn agenda.
• Build for scale: Create repeatable, scalable marketing capabilities, governance and ways of working that improve speed to market, quality, compliance and program results across brands.
• Keep leaders informed: Give executives a clear view of roadmap progress, investment needs, launch readiness, dependencies, risks, decisions and results. Advance and resolve issues that put business outcomes at risk.

We want you to have:

Required

• Bachelor's degree required. A degree in marketing, business strategy, marketing communications, digital strategy or a related field is preferred.
• 6+ years of progressive experience leading rewards or loyalty marketing programs, digital customer experiences, rewards platforms or related consumer engagement programs. This includes owning complex cross-functional initiatives and building and scaling rewards or loyalty strategy that turns consumer and market insights, including functional and emotional needs, into breakthrough value propositions.
• Validated experience creating evidence-based creative briefs, marketing requirements, customer experience roadmaps, content strategies, channel plans and integrated activations. You've also led connected experiences across websites, landing pages, email and text, and you know experience delivery, testing, release readiness and post-release hypercare and advocacy. You speak up for the consumer experience from planning through post-launch analytics.
• Strong program and project leadership skills, including prioritization, roadmap management, budget management, dependency management, risk mitigation, business partner alignment and launch governance. You can influence without direct authority and build alignment with senior business partners and specialists across a highly matrixed organization.
• Strong analytical and decision-making skills, including experience defining measurement approaches and turning consumer insights and performance data into recommendations, investment choices and continuous improvement.

Preferred

• Experience running loyalty or rewards platforms, including points, tiers, benefits, incentives, catalogs, redemption and fulfillment. Experience leading external agencies, technology suppliers, fulfillment partners and other vendors against defined scope, service levels, budgets and outcomes.
• Working knowledge of product ownership and agile delivery, including backlog prioritization, requirements definition, user acceptance testing, release planning and governance. Experience using Adobe Workfront for project planning and workflow management.
• 3+ years of experience leading small teams. Experience spearheading work across multiple brands, portfolios or consumer segments with different maturity levels, objectives and jobs to be done. Experience building and improving budgets and inventory forecasting models.

As a People Leader at Altria, you are accountable for both results and the experience of your team. You drive alignment by connecting strategy to daily work, and you model collaboration by embracing diverse perspectives. By creating trust, offering feedback, and leading with authenticity, you help strengthen Altria’s culture and deliver meaningful outcomes.

The starting salary is based on but not limited to experience, knowledge, and qualifications in determining compensation decisions. The Salary Range for this position is: $119,600.00 - $173,450.00.

Why You’ll Love Building Your Career at Altria

At Altria, we believe a great career starts with feeling supported - both at work and in life. Here’s what you’ll find here:

• Work where connection and flexibility meet - enjoy the benefits of in-person collaboration three days a week (Tuesday - Thursday), while maintaining the flexibility to work remotely on Mondays and Fridays. Our hybrid approach empowers you to stay connected, collaborate with colleagues, and manage your schedule in a way that works best for you.
• Own your time - start with 15 days of paid time off, 13 paid holidays, 2 floating holiday days, and a 37.5-hour workweek so you can recharge and live fully.
• A place where you belong - where your ideas are welcomed, your growth is encouraged, and your impact is real.
• Get recognized for your work - annual merit increases and performance bonus.
• A future you can count on - 401(k) matching from day one; plus Deferred Profit Sharing, an annual company contribution in an amount equal to 13%-17% of your base salary.
• Help with your goals - get help with student loan repayment assistance, attend a conference, or gain a new certification with professional development stipends.
• Support for what matters most - comprehensive medical, dental, and vision coverage for you and your family.
• Celebrating your milestones - paid parental and bonding leave for life’s biggest moments.
• Wellness that goes beyond work - programs that care for your whole well-being at whatever stage you are in your life.
• A culture that gives back - paid volunteer days and a shared commitment to making a difference.

At Altria, we offer more than benefits - we offer a career that fits your life, rewards your ambition, and celebrates your impact.

This position is not eligible for sponsorship.