Senior Loyalty Specialist, EMEA

Senior Loyalty Specialist, EMEA

Who We Are:

At Brooks, we believe movement is the key to feeling more alive. That’s why we’re driven to create gear and experiences that take people to the place that makes them feel more alive — whether it’s a headspace, a feeling, or a finish line.

Everyone who works at Brooks is propelled by a company culture that sparks excitement, fuels collaboration, inspires creativity, and ignites innovation.

Your Job:

We are looking for a creative and tech savvy Senior Loyalty Specialist to help grow the Brooks Run Club (BRC) platform. This role has the primary responsibility for developing communications and experiences for growing, retaining and engaging the database of runners behind BRC. While this role sits within the EMEA eCommerce team, cross-functional collaboration with the EMEA Marketing team, the EMEA Creative Services team, and the Global eCommerce and marketing teams will also be critical.

Your Responsibilities

Day to day administration of the EMEA Brooks Run Club (BRC) program and communication touchpoints for the EMEA region.

• Execute the Brooks Run Club (BRC) program for the region.
• Maintain communication and brand consistency of the BRC program, including maintaining the BRC website and application experience (content, messaging, and features).
• Analyze and report on KPIs that show communication effectiveness in growing, retaining and engaging BRC membership.
• Propose improvements to program communications (e.g., new types, channels, design direction, tone of voice, and frequency).
• Lead the development of content by writing copy and/or creating creative briefs for BRC that can be used in an omnichannel setting (website/application, email, IRL events, organic social, paid media, influencers, etc.).
• Monitor the asset approval process for all BRC materials to ensure these are approved by local teams and EMEA leadership.
• Work with eCommerce team colleagues to ensure BRC is integrated into the web customer journey on BR.EU to drive sign-ups and awareness.
• Possess or acquire thorough working knowledge of required BRC/CRM and marketing tools (Sailthru, BRC backend, Sitecore, Meta, etc.).
• Administer the rewards and “dares” program (run-related challenges offering runners eligibility for prizes) across markets, including maintaining “dares” landing pages on the Brooks website.
• Work with the EMEA Partnership Specialist to identify new/existing partner opportunities for rewards, dares, and BRC marketing.
• Support onboarding of new partners into BRC, including uploading offers into communication touchpoints (email, website) and the BRC backend.
• Propose creative ideas for new dares and rewards that support growing, engaging, and retaining BRC members.
• Administer the “dares” workflow, including awarding and fulfillment of prizes, logistics of awarding winners their prizes, and developing briefs for rewards/dares assets (working with internal creative and external agency teams).
• Administer the Influencer and Affiliate marketing programme of BRC in partnership with local marketing and regional PR/Influencer teams, including identifying appropriate influencers for affiliate marketing or BRC messaging.
• Contribute to influencer briefs for activations that support BRC growth targets.
• Report on monthly affiliate marketing results to fulfill invoicing.

Ongoing Development of the Brooks Run Club (BRC) program for the EMEA region.

• Collaborate with the CRM and Customer Analytics Manager, eCommerce Operations Manager, local marketing teams, and third parties to enhance the BRC program and platform for the region.
• Develop and propose improvements to the program’s features, engagement tactics, and reward structure.
• Play a role in projects to grow and develop BRC both online and offline.
• Integrate user feedback from different analytics tools and sources to continuously improve the BRC program.
• Participate in country expansions of the program with internal and external stakeholders from requirements gathering to launch.
• Partner with the Marketing team (regional and local) to improve Brooks Run Club activation tactics to meet and exceed membership growth targets.

Cross functional collaboration

• Commercial: integrate with overall commercial proposition; e.g., tease BRC at SALE and product launch moments.
• Partner with the marketing team to integrate BRC appropriately into the communication calendar, including content and communications execution of all EMEA email campaigns.
• Connect with local marketing teams around BRC-related topics (e.g., support communications for events, retailer updates, market highlights, or local BRC activations).
• Work closely with peers to ensure BRC is an integral part of lead generation campaigns to bring more engaged consumers into the brand and increase BRC sign-ups.

Your Qualifications:

• Bachelor’s degree in Sales, Marketing or related field or equivalent experience.
• 3+ years of online marketing and/or CRM experience.
• Experience with loyalty marketing.
• A creative thinker who can develop effective messages to convince and/or inform decisions.
• Strong computer skills required (MS Office, Google or Adobe Analytics, Jira, etc.).
• Working knowledge of web technologies including HTML, Javascript, etc.
• Experience with ESP tools like Sailthru, Selligent, Klaviyo, Mailchimp, etc.
• Keen attention to detail in planning, organization and execution of tasks.
• Strong customer focus.
• Strong interpersonal and communication skills to build effective working relationships across the company.
• Knowledge of digital marketing best practices preferred.
• Internet/eCommerce/email/social media/mobile savvy; must use the internet extensively in daily life and be up to date on the latest trends.
• Ability to work both independently and within multiple teams.
• Exposure to digital marketing and database marketing business practices.
• A desire to learn about commerce/shopping trends to deliver a best-in-class user experience to consumers.
• Organized and able to multi-task and prioritize duties and/or projects.
• Fluency in English (absolute must); other European language skills are a plus (German, French, Italian, Dutch and/or Spanish).
• Strong passion for Brooks Running; be a running enthusiast and/or practice an active lifestyle.
• Unwavering demonstration of Brooks’ corporate values: Serve people, lead thought, compete as a team, have integrity, be active, have fun!