Senior Director of Loyalty Marketing

When you join Verizon
You want more out of a career. A place to share your ideas freely — even if they’re daring or different. Where the true you can learn, grow, and thrive. At Verizon, we power and empower how people live, work and play by connecting them to what brings them joy. We do what we love — driving innovation, creativity, and impact in the world. Our V Team is a community of people who anticipate, lead, and believe that listening is where learning begins. In crisis and in celebration, we come together — lifting our communities and building trust in how we show up, everywhere & always. Want in? Join the #VTeamLife.
Position Overview
Verizon is redefining what it means to be a connected customer. Marketing our new Loyalty program is a new, highly visible frontier at Verizon, and we have recently launched our most ambitious customer ecosystem yet: a revolutionized loyalty initiative anchored by Verizon Dollars (our value-back dividend program) and Verizon Shine (a premium experiential platform delivering daily delights, weekly rewards, and epic once-in-a-lifetime experiences).
We are seeking a visionary, high-energy Sr. Director of Loyalty Marketing to architect, scale, and masterfully execute the marketing strategy and co-marketing program partnerships and activations from the ground up. Your mission is to transform Verizon into a lifestyle brand that customers never want to leave.
As a senior leader within our CMO organization with direct exposure and accountability to the C-suite, you will spearhead the strategic messaging, narrative roadmap, co-marketing partnership strategy and partnership curation, enterprise-wide cross-functional execution, and marketing/media performance. We are looking for best-in-class talent to truly create an industry-leading loyalty program that not only disrupts telecommunications but fundamentally outpaces and exceeds the most elite consumer loyalty programs globally.
Key Responsibilities
Executive Strategy & C-Suite Engagement: Serve as the primary loyalty strategist and subject matter expert for the enterprise. Frequently present program health, competitive positioning, and financial impact directly to the C-suite and executive leadership, ensuring alignment with overarching corporate goals.
Organizational Leadership & Team Building: Build, mentor, and inspire a world-class, high-performing marketing organization. Attract and develop top-tier talent across product marketing, partnership management, and retention to establish Verizon as the premier destination for loyalty marketing professionals.
Strategic Vision: Architect the overarching marketing strategy for Verizon Shine and Verizon Dollars. Position the program as a major differentiator, identifying and developing the marketing roadmap and cadence on when & how these programs unlock maximum delight for our customers.
Drive Co-marketing Partnership Strategy and Activation Plans: Based on the goals of both Shine and Dollars, lead the comarketing strategy to identify the right partners to amplify in relevant and meaningful ways and will drive program awareness and engagement. The end goal is to make a positive impact on the perception of the overall program.
Build & Supercharge Verizon Shine: Oversee the development and execution of the marketing plan to create habitual, delightful moments for our customers. Partner with prominent entertainment, sports, travel, and emerging brands to secure and market "daily, weekly, and epic once-in-a-lifetime" customer experiences.
Develop the Marketing Ecosystem for Verizon Dollars: Lead the comprehensive marketing strategy for Verizon Dollars. Optimize the earn, track, and redeem lifecycle to maximize engagement, stickiness, and perceived consumer value.
Lifecycle & CRM Marketing: Design and execute advanced, data-driven campaigns to transition passive users into active program advocates, driving down customer churn and increasing net promoter scores (NPS).
Cross-Functional Enterprise Execution: Drive alignment across the enterprise by partnering closely with Product & Business Strategy, Finance, Data Analytics, and Corporate Partnerships to ensure seamless UX/UI integration within the My Verizon app and robust financial viability of the rewards structure.
Data-Driven Optimization & P&L Oversight: Establish and partner with VCG on the key performance indicators (KPIs) to measure program health, tracking redemption rates, program ROI, incremental revenue, and customer lifetime value.
Qualifications & Experience
Experience: 12-15+ years of progressive marketing experience, with at least 7+ years in a senior leadership role building and overseeing large-scale loyalty, rewards, or subscription-based programs (e.g., top-tier hospitality, airlines, premium credit cards, retail co-ops).
Proven Track Record: Experience managing multi-million dollar marketing and loyalty budgets with a clear history of driving measurable churn reduction, customer engagement, and significant revenue impact.
Executive Presence: Exceptional communication and presentation skills, with a proven ability to influence, guide, and report to C-level executives.
Partnership Mastery: Deep experience negotiating and executing high-profile corporate partnerships and experiential marketing activations at scale.
Analytical Rigor: Deep comfort with customer data segmentation, financial modeling of loyalty programs, and leveraging AI/predictive analytics to personalize customer rewards at an enterprise level.
Education: Bachelor’s degree in Marketing, Business, or a related field. An MBA or advanced degree is highly preferred.
Core Competencies
The "Shine" Factor: You possess a deep understanding of pop culture, lifestyle trends, and consumer psychology. You know what makes an experience genuinely "epic" and how to market it to a mass audience.
Financial Acumen: You understand how a dividend/ledger-based reward system impacts corporate balance sheets and consumer behavior, balancing financial viability with customer delight.
Customer Obsession: You approach marketing through a customer-first lens, ensuring the user experience is frictionless, rewarding, and unparalleled in the consumer landscape.
Agile Leadership: You thrive in a fast-paced, high-stakes environment where you are building the plane while flying it, pivoting priorities alongside evolving consumer behaviors and executive mandates.
What Success Looks Like in Year 1
Program Foundation & Launch Stabilization: Successfully establish the new Marketing Loyalty function, scaling user acquisition and active engagement for Verizon Shine and Verizon Dollars across our core wireless and home broadband customer bases.
Industry Disruption: Establish Verizon's loyalty program as a recognized best-in-class consumer loyalty program, visibly outperforming key metrics against non-telco, elite consumer benchmarks.
C-Suite Confidence: Gain deep trust with executive leadership through transparent reporting, strategic foresight, and the successful delivery of early program KPIs.
Team Development: Recruit and onboard a high-performing team of loyalty marketing experts, setting the culture and operational rhythm for the new department.
Churn Mitigation & PR Impact: Deliver a statistically significant decrease in post-paid customer churn tied directly to loyalty program en