Senior Manager, Loyalty & CRM

<p data-pm-slice="1 3 []"></p> <h1 data-pm-slice="0 0 []">Senior Manager, Loyalty &amp; CRM</h1> <p>sweetgreen is on a mission to build healthier communities by connecting people to real food. We passionately believe that real food should be convenient and accessible to everyone. Every day in each sweetgreen, our 5,000 team members make food from scratch, using fresh ingredients and produce delivered that morning. And in our local communities, we're committed to leaving people better than we found them. We're in the business of feeding people, and we're out to change what that means. Our teams are our most valuable ingredient, the heart of our company, the face of our brand, and what truly makes the sweetgreen experience special and unique.</p> <h2>About the Role</h2> <p>The Senior Manager, Loyalty &amp; CRM owns how sweetgreen earns attention, frequency, and lifetime value across our owned surfaces. You will lead SG Rewards and the full CRM ecosystem (email, push, SMS, in-app), setting a clear point of view on what makes membership worth having and translating that into audience strategy, personalization, comms and offer architecture, engagement calendar, and a robust test roadmap.</p> <p>This is a strategy-first role. You will define direction across multiple streams (transactional, context-driven, lifecycle, loyalty, promo) before anything gets built, and you connect the loyalty calendar to the broader marketing calendar so every touchpoint compounds to maximize customer and business impact. As a leader, you influence cross-functional teams to bring a shared vision to life that builds true customer loyalty and value for the business, and you develop the team and the CRM &amp; Loyalty function.</p> <h2>What You'll Own</h2> <p><strong>Loyalty Program</strong></p> <ul> <li> <p>Own SG Rewards end to end: member value proposition, earn and burn mechanics, tiers and benefits, activation and engagement layers, and the multi-year roadmap.</p> </li> <li> <p>Build a program that feels distinctly like sweetgreen. Members should be able to describe why it's worth belonging to without mentioning a discount.</p> </li> <li> <p>Sequence loyalty mechanics against the marketing calendar so menu drops, brand moments, and new restaurant openings each land with loyalty-specific value behind them.</p> </li> <li> <p>Evolve offer logic and discount governance in partnership with Finance, optimizing who, what, when, why, and how much to maximize the ROI of every discount dollar and continually strengthen the SG Rewards program economics.</p> </li> </ul> <p><strong>CRM and Lifecycle</strong></p> <ul> <li> <p>Define what each owned channel is for, how messages sequence across a member's journey, and how frequency is governed across the base.</p> </li> <li> <p>Partner creatively across marketing teams (Brand, Creative, Social, PR, Local) to create engaging campaigns that are distinctively sweetgreen, adapted to each channel and the customer context, and drive conversion and engagement with our customers.</p> </li> <li> <p>Set audience and segmentation strategy grounded in behavior, and refine journeys continuously to eliminate friction in the customer experience.</p> </li> <li> <p>Develop SGs personalization approach across the customer journey in partnership with Product.</p> </li> <li> <p>Lead strategy and concept for lifecycle programs (onboarding, frequency building, deceleration and win-back, tier progression) before execution begins.</p> </li> <li> <p>Own the martech roadmap and vendor strategy, including requirements for future capability needs like decisioning and personalization.</p> </li> </ul> <p>&nbsp;</p> <p><strong>Customer analytics and measurement</strong></p> <ul> <li> <p>Own the learning agenda: prioritize tests across offer, segmentation, creative, and cadence, and hold the team to a clean read.</p> </li> <li> <p>Report performance in terms of incremental behavior, incremental revenue, and ROI, and translate it into recommendations