Director of Membership & Loyalty Strategy

Reports To: Chief Growth Officer (Matt Corey) 

Role Summary

The Director of Membership & Loyalty Strategy is responsible for designing, optimizing, and growing PopStroke's membership and loyalty ecosystem. This leader develops the long-term strategy that drives recurring revenue, guest retention, lifetime value, and frequency of visits by leveraging customer insights, analytics, pricing, and loyalty marketing.

Working at the intersection of Growth, Marketing, Digital, Finance, Operations, and Technology, this role transforms guest behavior into business strategy—using data to create compelling membership offerings, loyalty initiatives, pricing strategies, and personalized marketing that deepen guest engagement.

This leader partners closely with the Director of Membership Operations to ensure every strategic initiative is successfully implemented across PopStroke venues. Together, these two leaders create a seamless connection between strategy and execution.

What Success Looks Like

• Membership and loyalty become meaningful drivers of recurring revenue.

• Guest retention and visit frequency improve year over year.

• Churn decreases while member lifetime value increases.

• Marketing campaigns are personalized through guest insights and behavioral data.

• Pricing and promotional strategies maximize profitability and guest adoption.

• Data consistently informs business decisions.

• Membership and loyalty become competitive advantages for PopStroke.

Key Responsibilities

Membership & Loyalty Strategy

• Own the long-term vision and roadmap for PopStroke's Membership and Loyalty programs.

• Develop innovative strategies that increase acquisition, engagement, retention, and lifetime value.

• Continuously evaluate market trends, competitive programs, and guest expectations to evolve the membership experience.

• Benchmark against best-in-class loyalty and subscription programs across hospitality, entertainment, retail, travel, and fitness industries.

• Solicit ongoing feedback from members and from our management team across our venues

Loyalty Program Development 

• Design and optimize loyalty initiatives that encourage repeat visitation and increased guest spend.

• Develop personalized offers, rewards, and engagement strategies based on guest behaviors

• Create lifecycle journeys that strengthen emotional loyalty and long-term engagement.

• Partner with Digital and Marketing to deliver targeted communications and personalized experiences.

Analytics & Consumer Insights

• Analyze guest behavior, purchasing patterns, visit frequency, and membership engagement.

• Monitor key performance indicators including:

• Membership acquisition

• Retention

• Churn

• Lifetime Value (LTV)

• Visit Frequency

• Average Spend

• Engagement

• Return on Marketing Investment

• Build reports that provide actionable insights for executive leadership.

Pricing & Revenue Strategy

• Lead pricing strategy for memberships, promotions, and loyalty offers.
• Evaluate elasticity, promotional effectiveness, and financial impact.

• Develop business cases for new membership tiers, benefits, and pricing models.

• Partner with Finance to maximize recurring revenue and profitability.

Marketing Partnership

• Partner with Marketing to build acquisition, retention, and loyalty campaigns.

• Inform segmentation strategies using customer data.

• Help determine the right message, audience, timing, and channel for every campaign.

• Provide recommendations on CRM, lifecycle marketing, and personalization strategies.

• Support the development of digital experiences that improve conversion and member engagement.

Cross-Functional Leadership

• Partner closely with Operations, Hospitality, Technology, Finance, and Marketing.

• Work alongside the Director of Membership Operations to ensure strategies are executable in the field.

• Gather insights from venue operations to continuously refine membership and loyalty initiatives.

• Influence organizational decisions through data-driven recommendations.

Qualifications

• 8–10+ years leading membership, loyalty, subscription, CRM, or customer retention strategy for a multi-unit consumer brand.

• Experience building or managing successful loyalty or membership programs at scale.

• Strong analytical background with expertise in customer segmentation, behavioral analytics, and business intelligence.

• Experience with pricing strategy, retention modeling, churn analysis, and lifetime value optimization.

• Proven ability to partner with Marketing to create data-driven customer growth strategies.

• Experience within hospitality, entertainment, retail, fitness, travel, restaurants, or subscription-based businesses strongly preferred.

• Strong executive communication and presentation skills.

• Ability to influence cross-functional leaders through data and insights.

Ideal Candidate

The ideal candidate combines the mindset of a growth strategist with the curiosity of a data scientist. They understand that loyalty extends beyond rewards—it is about influencing guest behavior, creating emotional connections, and building long-term relationships that drive sustainable growth.

They are equally comfortable analyzing customer data, presenting strategy to executives, collaborating with Marketing on personalized campaigns, and partnering with Operations to ensure ideas become reality. They have successfully led membership or loyalty programs for a large, consumer-facing brand and are passionate about creating experiences that keep guests coming back.

 
PopStroke is an Equal Employment Opportunity Employer.