Loyalty Specialist

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.

• 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.

• 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.

• 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.

• 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.

• 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.

• 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.

• Evaluate financial performance and business impact of loyalty initiatives.

• 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.

• 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.

• 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.

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

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