Director, Loyalty Marketing

About Us

At Preferred Travel Group, we care deeply about our people, nurture independence, and celebrate individuality. We believe that change creates opportunity. We are committed listeners and deliberate storytellers in hospitality. We engineer potential, foster trust, and co-create brighter futures. Our culture values collaboration, adaptability, and precision—qualities essential to every role. We are forever curious, guided by the pineapple as our global symbol of hospitality. We believe the business of hospitality is borderless, and we proudly embrace that spirit every day.

We believe that every team member brings unique strengths to the table, and we’re committed to creating an environment where those strengths can thrive.

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Position Summary

The Director, Loyalty Marketing is responsible for defining and evolving the global loyalty marketing strategy for I Prefer Hotel Rewards, the loyalty program supporting the hotel brands within Preferred Travel Group. The focus of the role is to ensure the value proposition is communicated to our members and prospective members, that marketing efforts support program awareness, revenue generation and long-term loyalty, and that participating hotels are also fully educated on the IP value proposition and how to leverage I Prefer locally.

Partnering closely with multiple internal teams including Global Marketing, CRM/Lifecycle, Partnerships, Digital, Sales, Communications, Social, Analytics, and Regional teams, this role translates program strategy and insights into clear priorities, frameworks, and plans that guide execution across channels and regions. Shape

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Typical Behaviors & Working Style

The ideal candidate will demonstrate the following behavioral traits:

Thrives in a dynamic, relationship‑driven environment, navigating constant change and complexity while balancing multiple strategic priorities in a fast‑paced, global context.

Highly people‑oriented and relationship‑led, building credibility and trust with senior stakeholders, cross‑functional partners, and hotel leadership through influence rather than pressure, and enabling others to succeed.

Leads with governance and inclusion, respecting established frameworks and policies while deliberately involving others in decision‑making to build alignment, commitment, and shared ownership of outcomes.

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Key Responsibilities

Loyalty Marketing Strategy

• Define and evolve the global loyalty marketing strategy and plan for I Prefer
• Ensure the loyalty value proposition is clearly articulated for members, participating hotels, media, and partners

Member Engagement via Marketing Channels

• Define the end-to-end member engagement framework across acquisition, onboarding, activation, retention, and reactivation
• Establish lifecycle goals, messaging, and engagement priorities
• Partner with CRM/Lifecycle and Analytics teams to translate strategy into measurable programs

Hotel Marketing & Offer Engagement

• Enable hotels to effectively activate and promote I Prefer by translating program strategy into clear narratives, frameworks, and guidance
• Serve as the primary owner of how loyalty value is communicated to hotel partners
• Identify opportunities to drive hotel engagement, participation, and program visibility
• Partner with Regional teams to support localized activation aligned to the global strategy

Campaigns, Promotions & Brand Alignment (B2C and B2B)

• Create marketing campaigns that build awareness of I Prefer across our core audiences (B2C and B2B)
• Define the loyalty promotion and offer strategy
• Partner with the Partnerships team to define the loyalty positioning, member value proposition, and engagement strategy for loyalty partner launches, announcements, and campaigns
• Drive integration and exposure for I Prefer across the hotel portfolio

Loyalty Messaging and Communication Strategy

• Own loyalty messaging and content strategy across B2C, B2B, and internal audiences
• Develop integrated communication plans with Marketing, PR, Social, Digital and Partners

Member Insights & Measurement

• Own member program and translate insights into action
• Define loyalty marketing KPIs and partner with Analytics on performance tracking
• Serve as the business owner of member insights, ensuring learnings inform strategy and future innovation

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Required Experience/Qualifications

• Experience developing and leading customer or loyalty marketing strategies, with the ability to drive integrated initiatives across cross-functional teams, regions, and partners
• Strong strategic thinker with a test-and-learn mindset and a bias toward measurable outcomes; able to translate strategy and value propositions for diverse audiences, markets, and partner needs
• Exceptional written, verbal, and executive-level presentation skills, with a proven ability to influence senior stakeholders and drive alignment
• Global mindset with experience working across regions

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Desired Experience

• Progressive experience leading loyalty and lifecycle strategies, with demonstrated success driving member acquisition, engagement, and retention through insight-led frameworks
• Strong working knowledge of CRM, CDP, and personalization platforms, and how to leverage these capabilities to enable effective lifecycle and loyalty strategies
• Experience partnering with hotels, brands, or franchise networks across regions; hospitality experience with an understanding of hotel operations and on-property activation strongly preferred

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Preferred Working Environment & Job Characteristics

This role is best suited to someone who enjoys:

• Questioning assumptions, building for the future, and continuous improvement
• Decisiveness and action, even when 100% of the facts might not be available

The ideal candidate will find great satisfaction in:

• Developing and executing strategies that drive awareness, engagement, and long‑term loyalty across multiple audiences
• Turning guest/member insights and performance data into measurable impact and continuous improvement.
• Contributing to and providing leadership for a highly engaged team
• Building strong partnerships across teams, regions, and hotel stakeholders to enable shared success.
• Pursuing new ideas and taking considered risks.

What success in this role looks like:

• Insight‑led strategies translated into measurable outcomes, with performance, learnings, and innovation continuously informing future growth.
• Deeper Prefer member engagement, including increased Customer Lifetime Value.
• A clearly articulated and consistently activated global loyalty value proposition that drives member and hotel engagement, revenue, and long‑term loyalty.
• Strong cross‑functional and regional alignment, with teams and hotel partners enabled to confidently leverage I Prefer locally.

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Working Conditions

This role will be based out of our Preferred Travel Group office in Newport Beach, New York, Chicago, Washington DC. With our in-office philosophy, our associates are expected to be in the office at least three days per week, supporting a healthy balance between in-person collaboration and flexible remote work.

We take pride in our vibrant and inclusive culture, which thrives on meaningful connection, shared purpose, and cross-functional teamwork. In-office engagement plays a vital role in fostering spontaneous collaboration, accelerating innovation, and strengthening relationships across teams. It also provides valuable opportunities for mentorship, professional development, and a deeper sense of community.

Please note: While the current expectation is a minimum of three days per week in the office, this may evolve over time in alignment with business needs and our continued commitment to culture-building.Shape

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Training

• Loyalty Program Management Platform
• SynXis Voice Agent
• Customer Data Platform
• Microsoft Dynamics 365
• Microsoft Office Suite
• Loyalty Platform Reporting Tools
• Power BI
• Company-approved AI technology

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Disclaimer

The above information is designed to indicate the general nature and level of work performed. It is not intended to contain or be interpreted as a comprehensive inventory of all duties, responsibilities, and qualifications required of employees assigned to this job.

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Salary

$135,000 - $150,000 actual compensation within this range will be determined by multiple factors including candidate experience and expertise.