Loyalty & CRM Marketing Lead

For more than 75 years, Gelson’s has served Southern California with a premium grocery shopping experience focused on quality, service, and fresh offerings. As a well-established local market, Gelson’s combines a strong heritage with continued investment in customer engagement and shopping experience.

Position Summary

Lead Gelson’s Rewards program and CRM/lifecycle marketing to grow customer engagement, retention, purchase frequency, and lifetime value. Use customer insights, segmentation, personalization, and testing to deliver relevant experiences and measurable business results across digital, e-commerce, and in-store touchpoints.

Key Responsibilities

• Own and optimize Gelson’s Digital Rewards program, driving enrollment, activation, engagement, retention, and customer value.


• Develop CRM and lifecycle marketing approach, customer journeys, and targeted communications across email, digital, loyalty, and e-commerce channels.


• Use customer behavior, purchase patterns, and lifecycle stage to build effective segmentation, personalization, retention, re-engagement, and win-back programs.


• Identify opportunities to increase customer acquisition, conversion, repeat purchases, visit frequency, and incremental revenue.


• Manage the loyalty and customer marketing calendar, aligning programs with campaigns, promotions, and business priorities.


• Plan and evaluate tests across offers, messaging, timing, frequency, channels, and customer journeys; use results to continuously improve performance.


• Partner with Marketing Operations & Analytics to monitor KPIs, including enrollment, retention, engagement, spend, conversion, and customer lifetime value.


• Collaborate with Content, Creative, Merchandising, IT, Operations, and E-Commerce to deliver consistent customer experiences across digital and physical channels.


• Manage relationships with loyalty, CRM, technology, agency, and digital marketing partners; align deliverables and performance with business goals.


• Stay current on loyalty, CRM, lifecycle marketing, personalization, and digital customer engagement trends relevant to retail and grocery.

Experience & Education

• Approximately 4–7 years of experience in loyalty, CRM, lifecycle, retention, digital, or customer engagement marketing.


• Experience with loyalty or rewards programs, customer journeys, segmentation, personalization, and targeted communications.


• Experience using CRM, marketing automation, loyalty, or customer engagement platforms and working with external partners.


• Retail, grocery, consumer, e-commerce, restaurant, hospitality, or membership-program experience preferred.


• Bachelor’s degree in marketing, Business, Communications, Digital Marketing, or a related field preferred; equivalent relevant experience may be considered.

Knowledge & Skills

• Strong understanding of customer lifecycle marketing, loyalty, retention, and customer growth.


• Ability to translate customer and campaign data into practical marketing strategies and measurable improvements.


• Strong project management, analytical, problem-solving, communication, and presentation skills.


• Ability to manage multiple priorities and collaborate effectively across departments and with external partners.


• Customer-focused, proactive, and able to move initiatives from strategy through execution.

Success will be measured by growth in Rewards enrollment and active membership; improved retention, repeat purchasing, visit frequency, engagement, and customer value; stronger CRM and lifecycle campaign performance; incremental digital revenue; and effective execution and continuous optimization of customer marketing programs.

Job Type: Full-time

Pay: $87,000 - $95,000 per year

Benefits:

• 401(k)


• 401(k) matching


• Dental insurance


• Employee assistance program


• Employee discount


• Flexible spending accounts


• Health insurance


• Health savings account


• Life insurance


• Paid time off


• Professional development assistance


• Tuition reimbursement


• Vision insurance