Loyalty Specialist in Farmers Branch, Texas at Southwest Convenience Stores LLC

Position Summary

The Loyalty Specialist is responsible for driving the growth, performance, and optimization of OXXO USA's loyalty ecosystem through customer analytics, loyalty strategy, CRM execution, customer segmentation, and cross-functional collaboration. This role serves as a critical link between customer insights and business strategy, leveraging loyalty, fuel, retail, and digital data to improve customer acquisition, engagement, retention, visit frequency, and lifetime value.

Partnering closely with Marketing, Category Management, Fuel, Operations, Finance, Technology, and external loyalty vendors, the Loyalty Specialist develops data-driven recommendations that enhance customer experiences, strengthen member engagement, and generate measurable business outcomes. The successful candidate combines strong analytical capabilities with strategic thinking, business acumen, and effective communication skills to translate complex customer data into actionable business insights and growth initiatives.

While this job description aims to provide a comprehensive overview of the role, it may not detail every task or responsibility required. All activities will be performed in support of the strategy and vision of the organization. Nothing in this job description restricts management's right to assign or reassign duties and responsibilities at any time.

Essential Duties & Responsibilities

Loyalty Strategy & Program Management

• Support the development, execution, and optimization of OXXO USA's loyalty strategy, fuel rewards programs, personalization initiatives, and customer engagement campaigns.
• Develop recommendations that increase customer acquisition, retention, loyalty participation, visit frequency, and incremental revenue.
• Identify opportunities to improve customer lifetime value and strengthen overall program performance.
• Support strategic roadmap development for loyalty growth initiatives and member engagement programs.
• Assist in evaluating competitive loyalty programs, emerging industry trends, and customer expectations to drive innovation and continuous improvement.
• Partner with loyalty vendors to implement enhancements that improve the customer experience and business results.

Customer Analytics & Insights

• Analyze customer behavior, purchase patterns, retention trends, frequency metrics, churn indicators, and loyalty participation to identify opportunities for growth.
• Translate customer and transactional data into actionable business insights and recommendations.
• Evaluate member engagement across fuel, convenience retail, foodservice, and digital channels.
• Identify opportunities to increase customer profitability through improved targeting and engagement strategies.
• Conduct market analysis and customer research to support strategic planning and business decisions.

• Monitor program performance and customer trends to identify emerging opportunities and risks.

CRM & Lifecycle Marketing

• Design, coordinate, and execute targeted customer campaigns across mobile app, email, SMS, digital, and in-store channels.
• Support lifecycle marketing initiatives focused on customer acquisition, onboarding, engagement, retention, win-back, and reactivation.
• Develop personalized customer journeys that improve member engagement and drive incremental sales.
• Collaborate with internal teams and external partners to ensure campaign execution aligns with business objectives.
• Monitor campaign performance and recommend improvements to increase effectiveness.

Customer Segmentation & Personalization

• Develop and maintain customer segmentation models based on behavioral, demographic, geographic, and transactional data.
• Create targeted member audiences that support promotional strategies and personalized customer experiences.
• Support market-specific, store-specific, and customer lifecycle segmentation initiatives.
• Identify opportunities for tailored offers and rewards that drive loyalty participation and customer engagement.
• Assist with loyalty activations related to new store openings, remodels, fuel promotions, and local marketing initiatives.

Data Visualization & Reporting

• Develop and maintain dashboards, scorecards, and reporting tools that communicate loyalty program performance.
• Create executive-level presentations and summaries that translate complex data into clear business recommendations.
• Monitor program KPIs and provide regular updates on loyalty performance and customer trends.
• Partner with Business Intelligence and analytics teams to enhance reporting capabilities and improve access to actionable insights.
• Support decision-making through data storytelling and business performance reporting.

Testing & Optimization

• Design and execute A/B testing initiatives, offer testing, customer experiments, and campaign optimization strategies.
• Analyze testing results and provide recommendations to improve customer engagement, conversion, and ROI.
• Evaluate promotional effectiveness and identify opportunities to optimize offers and rewards.
• Continuously improve loyalty program performance through disciplined testing and ongoing analysis.
• Support implementation of best practices related to customer engagement and personalization.

Business Performance & Commercial Analysis

• Evaluate financial performance and business impact of loyalty initiatives.

• Analyze incremental sales, member profitability, redemption behavior, and promotion effectiveness.
• Support development of ROI models for loyalty programs and customer engagement activities.
• Identify opportunities to improve fuel-to-store conversion, basket size, category penetration, and cross-category purchasing behavior.
• Develop recommendations that align customer needs with company growth objectives and profitability targets.

Cross-Functional Collaboration

• Partner with Marketing, Category Management, Fuel, Operations, Finance, Technology, and Business Intelligence teams to align loyalty initiatives with broader business objectives.
• Collaborate with store operations teams to improve awareness, adoption, and execution of loyalty programs.
• Support education and communication efforts that help operational teams understand loyalty performance and opportunities.
• Work closely with external loyalty, CRM, digital, and analytics vendors to drive successful program execution.
• Build strong working relationships across the organization to influence decisions and support strategic initiatives.

Education & Experience

• Bachelor's degree in Marketing, Business, Analytics, Finance, Economics, Statistics, Data Science, or a related field.
• 3+ years of experience in loyalty marketing, CRM, customer analytics, retail marketing, customer insights, or related disciplines.
• Experience working with loyalty management platforms.
• Experience developing loyalty strategies and customer engagement initiatives.
• Experience creating data visualizations, reporting, and performance dashboards.
• Demonstrated experience translating customer data into actionable business recommendations.

Preferred

• Experience in convenience retail, fuel retail, restaurant, grocery, hospitality, or related consumer-focused industries.
• Experience with mobile app marketing and digital engagement programs.
• Experience managing vendor relationships and external business partners.
• Familiarity with promotional optimization and lifecycle marketing strategies.

Knowledge, Skills & Abilities

Mandatory

• Loyalty Management Platforms
• Loyalty Strategy Development
• Customer Analytics
• Data Visualization & Reporting
• CRM & Lifecycle Marketing
• Customer Segmentation
• Strategic Planning
• Business Analysis

Preferred

• Power BI
• Advanced Excel Analytics
• Mobile App Analytics
• A/B Testing Platforms
• CRM Platforms
• Customer Data Platforms (CDPs)