What you’ll be doing...

Verizon Up is defining what a best-in-class loyalty program looks like for the Telecomm industry. With Verizon Up, customers receive amazing rewards and unforgettable experiences just for being a Verizon Wireless customer. This role will give you the opportunity to be a part of this exciting and new initiative at Verizon and be part of the team that is growing the program from the ground up. The objectives of the program for Verizon are:

  • Build customer loyalty and emotional connections to the VZ brand.
  • Drive business outcomes (ex. reduce churn).
  • Position Verizon for industry disruption.

You will be the Marketing Lead on the Loyalty Strategy team, within the broader Consumer Segment Marketing function. The Verizon Up team leads the day-to-day strategy, roadmap, marketing, partnerships, channel engagement and member experience for the program. The team creates momentum internally and externally to drive results, reduce churn, change brand perception, build brand advocacy, and ultimately create a reason for customers to come to Verizon and stay with Verizon.

Specifically, the Verizon Up Loyalty Marketing Lead will report to the Director-Loyalty Strategy and will develop and execute the full lifecycle marketing plan and communication strategy.

Lifecycle Strategy & Roadmaps

  • Develop annual marketing strategy across all stages of the member lifecycle (acquisition, early engagement, redemption growth/repeat use, churn reduction).
  • Develop role of channel and tactics within in channel (CRM, dotcom, in-app, social, media, retail, care, indirect, telesales) to maximize results.
  • Responsible for developing marketing and engagement plans to achieve all program metrics and KPIs.
  • Develop a 1:1 relationship with Verizon Up members to drive engagement through recognition and personalization.
  • Lead development and execution of all loyalty program communications, promotions and incentives.
  • Create marketing plans and socialize the plans with stakeholders. Present plans to senior leadership.
  • Act as key decision maker for program marketing and channel engagement strategy, priorities and budget allocation.
  • Sell new ideas in to other business units and teams, and obtain collective buy-in to launch new initiatives.
  • Collaborate with cross functional teams and manage relationships across all areas of the business (Markets, Retail, Indirect, Care, Telesales, CRM, Database Analytics, App, Digital Ops, IT, Integrated Marketing, Creative Strategy, MARCOM, Legal, Operations).

Marketing Management

  • Manage external agency relationships including sourcing, annual budgets, SOW creation and agency reviews.
  • Create new member onboarding/early engagement communications, marketing for activity levels (activating the 0 and 1 time redeemer groups, lapsed redeemers) and ongoing engagement/redemption communications (eStatement, credit usage, Bonus Rewards marketing, local offers marketing).
  • Create milestone/triggered communications (earned a credit, credit expiring).
  • Create member landing page/educational resources.
  • Develop communications that highlight marquee partners, hit redemption targets and meet all partner expectations for marketing commitments and exposure.
  • Drive redemptions across the full Verizon Up platform by communicating the right rewards to the right members at the right time.
  • Create program milestones and promotional campaigns (1st year anniversary, year-end thank you, holiday, etc.).
  • Partner with PR, social and media teams to drive awareness, increase engagement and create an industry narrative (award winning program, etc.).
  • Create habit building behaviors to drive repeat program usage.
  • Drive innovation with new technologies (in-app, modals, smartlinks, geofencing, triggers).
  • Act autonomously to develop out of the box and innovative marketing ideas.
  • Optimize communications through test & learn strategies to drive results.
  • Create testing plans for segmentation, targeting, propensity models and creative.
  • Collaborate closely with the My Verizon app team to ensure a positive customer experience across all marketing and app touchpoints.
  • Lead overall adoption of Verizon Up in our sales channels (retail, indirect, care and telesales) by empowering and inspiring our front lines.
  • Develop insights to influence future strategies. Oversee the analysis of campaign results across all stages of the member lifecycle, develop insights and make recommendations, including identification of new opportunities and possible risks.

Manage a Team

  • Manage a team of two marketing managers.
  • Develop the team’s skills, highlight areas of opportunity and help foster their careers.
  • Create a culture of innovation and new ideas.

What we’re looking for...

You’ll need to have:

  • Bachelor’s degree in Marketing, or four or more years of work experience.
  • Six or more years of relevant work experience.
  • Six or more years of experience in brand management and/or loyalty marketing.

Even better if you have:

  • Bachelor’s degree in Marketing, or ten or more years of work experience.
  • Master’s degree – more impressive if you have an MBA.
  • Ten or more years of relevant work experience.
  • Ten or more years of experience in brand management and/or loyalty marketing.
  • Digital experience and an understanding of trends and key business drivers.
  • Presented findings and insights targeted to what that audience cares about (up to the executive level).
  • Analyzed what’s important from a variety of sources to provide a holistic view of the marketplace, competitive factors, risks, and opportunities.
  • Juggled multiple priorities to meet deadlines in a dynamic environment.
  • Translated market knowledge and strategy into compelling stories and tools for the sales team.
  • Knowledge of marketing strategies required; preferred experience with CRM and loyalty programs.
  • Ability to meet tight deadlines and support multiple, complex projects simultaneously.
  • Ability to sell in why Verizon Up matters to the business and the value of the loyalty program.
  • Experience developing loyalty marketing initiatives and incentives to drive results.
  • Ability to work well across a large and diverse organization.
  • Demonstrated strong interpersonal and teamwork skills.
  • Demonstrated strong organizational skills and attention to detail.
  • Intellectual curiosity – take initiative to dig into the “why” of various results.
  • Capability to be results oriented and data driven.
  • Ability to multi-task and manage a changing environment.
  • Demonstrated excellent communication skills with the capability to communicate effectively at all levels with outstanding presentation, facilitation, and active listening skills.
  • Strong Microsoft Office skills including PowerPoint and Excel.

When you join Verizon...

You’ll be doing work that matters alongside other talented people, transforming the way people, businesses and things connect with each other. Beyond powering America’s fastest and most reliable network, we’re leading the way in broadband, cloud and security solutions, Internet of Things and innovating in areas such as, video entertainment. Of course, we will offer you great pay and benefits, but we’re about more than that. Verizon is a place where you can craft your own path to greatness. Whether you think in code, words, pictures or numbers, find your future at Verizon.

Equal Employment Opportunity

We're proud to be an equal opportunity employer- and celebrate our employees' differences,including race, color, religion, sex, sexual orientation, gender identity, national origin, age, disability, and Veteran status. Different makes us better.