Loyalty Jobs – VP Loyalty Program Management – Cinemark – Plano TX

Cinemark is looking for a talented Vice President of Loyalty Program Management to join our marketing team. Reporting to the CMO you will help establish CRM as a critical, new, functional center of excellence within the marketing team and contribute to the overall direction of the Loyalty Rewards Program. The VP of Loyalty Program Management will also be a highly visible member of the marketing team working in close collaboration with Cinemarks digital & physical product engines, engineering, operations, IT and finance.

The VP of Loyalty Program Management will lead integration efforts among IT resources, Digital product teams, and Consumer Insights researchers to drive strategy and engagement features. The ideal candidate will have experience bringing next generation products, services and technologies to market. This role requires an individual with a strong combination of strategic thinking, detailed tactical planning, and project management expertise.


  • Set the strategic vision, goals, and objectives for Cinemarks Loyalty Program
  • Build and develop a best-in-class Loyalty Program Marketing Team including: social media & community; paid media; growth (SEO, email, .com, mobile, in-app, loyalty, etc.) and analytics
  • Drive revenue and growth through acquisition, on-boarding, retention and loyalty programs
  • Ensure the continued growth, reach and relevance of Cinemarks social channels, and guide the development of content & cross-functional strategies to elevate & extend Cinemark with key consumer segments
  • Lead the on-going forecast, planning, reporting and ROI evaluation of all CRM, Growth & Media marketing spend, tools & resources
  • Work closely with the digital product and engineering teams on features and functionality that will impact acquisition, retention, and engagement
  • Continuously optimize timing, frequency, cadence and messaging at a consumer and priority segment level to deliver strong channel performance and business results
  • Define business requirements and lead partners in product, engineering, analytics, IT and operations to sequence and implement CRM tools and applications including marketing automation, campaign management, data integration and more
  • Set annual goals and KPIs and devise and implement measurement plans
  • Working with the marketing team and discipline leads to plan and manage complex, multi-work stream projects, ensuring that projects are set up for success and that all deliverables have been completed on schedule
  • Creating and maintaining project schedules, internal and external status reports, risk and issues logs
  • Working closely with project sponsors and external partners to ensure project plans are integrated and key dependencies are identified, as well as managing clients and partners to ensure those key dates are met
  • Developing strong partnership with stakeholders, enabling collaborative scope and change management
  • Leading risk identification and risk mitigating planning
  • Managing interdependencies among work streams and interfacing with the discipline leads to resolve project-related issues and escalate issues and risks as necessary for resolution
  • Identifying and correcting communication gaps and process/productivity issues
  • Managing projects to the budget and timelines defined, and raising an alert if projects are going over on budget or time
  • Managing overall work breakdown and resource assignment; effectively anticipating, identifying, and driving resolution to throughput bottlenecks
  • Developing & presenting executive level status and risk reporting
  • Reporting project status on a regular basis to the project team, and account services
  • Forecasting resource requirements for upcoming projects
  • Facilitating project post-mortems with all key partners and identify key areas for process improvements
  • Work closely with UX and other cross functional partners to document use cases, feature stories and wireframes, test plans, associate readiness plans, performance reports and controls
  • Create and leverage cross-line-of-business partners to carry out initiative strategy, planning, stakeholder approvals and execution pathing
  • Establish and maintain clear execution routines for initiative continuity and regular management briefing/status reporting
  • Collaborate with executive management to shape and execute Cinemarks Loyalty Rewards Program roadmap


  • 10+ years of experience in consumer marketing, acquisition, engagement and retention strategy with a leading consumer-facing brand, subscription-based service, or strategic digital marketing / growth marketing and communications agency
  • 5+ years proven leadership in a management role working in loyalty, Fortune 500 rewards programs, digital currencies, sales, marketing and e-commerce
  • Experience with Digital Commerce environments with a proven track record of growing these channels and an excellent understanding of retailers business models and how technology enables marketing and sales
  • Deep expertise in digital marketing, direct marketing, CRM, social media, customer engagement strategy, SEO, In-App/Push and database marketing
  • Experience in subscription-based business models, trial/offer strategy and loyalty marketing
  • Proven ability to bring new products/services to market
  • Strong interest and knowledge of emerging technology trends and applications
  • Proven track-record in media strategy, planning, buying and optimization
  • Fluent / working knowledge of current best-practices and tools for marketing tech including data management, adv/campaign management and marketing automation
  • Exceptional communication and relationship management skills – deep cross-functional collaboration is required
  • Ability to think creatively on how to solve projects risks without reducing quality
  • Ability to effectively navigate a cross functional organization to get work done
  • Strong project management skills
  • Excellent presentation, written and verbal skills
  • Ability to work independently and manage communication to all organizational levels
  • Ability to manage interdependencies between projects and communicate the overall vision to each of the discipline leads
  • Ability to review each work product from vision, and ensure that design and work product are meeting the business requirements