Retention and Engagement Manager

AAA Club Alliance is hiring for a Retention & Engagement Manager to join our team! The Retention and Engagement Manager leads the development and execution of member engagement and retention initiatives that advance AAA’s Member Value Scorecards, personalization strategy, and loyalty frameworks. The role connects strategy, data, digital product, and marketing to create personalized, segment-based programs that help members understand and use the full value of their membership beyond roadside assistance. This position is responsible for translating insights into programs that reduce churn, increase lifetime value, and support AAA’s membership retention and growth strategy.

• Lead the development and execution of engagement initiatives that reinforce membership value through personalized, relevant, and timely experiences across email, web, mobile app, and account channels.
• Drive adoption and utilization of Member Value Scorecard (MVS) and related benefit programs by aligning messaging, targeting, and digital experience to member needs, behaviors and lifecycle stage.
• Partner with Marketing, Digital Product, and Data teams to operationalize segmentation and Next Best Action strategies, ensuring communications and experiences are tailored to key member cohorts and lifecycle stages.

• Design and execute segmented retention strategies that improve engagement, support on-time payments, and increase renewal rates across the membership lifecycle.
• Use data, behavioral insights, and predictive signals to identify, size, and prioritize high-impact opportunities to reduce churn and deepen member engagement.

• Lead test-and-learn initiatives focused on personalization, targeting, and value messaging; Evaluate results and continuously optimize performance across member segments.

• Support the design and evolution of loyalty and recognition frameworks that incentivize engagement and strengthen emotional connection to AAA.
• Identify opportunities to integrate rewards and value reinforcement into key moments in the member journey (e.g., onboarding, pre-renewal, milestone moments).

• Monitor industry trends in loyalty and subscription models to inform future AAA offerings and enhancements.

• Manage and execute multiple concurrent initiatives, ensuring alignment across Membership, Marketing, Digital Product, Data Science, Operations, and Technology teams.
• Lead complex projects, programs, and large-scale cross-functional initiatives, driving clarity, accountability, and momentum in a matrixed environment.
• Build and maintain reporting frameworks that track engagement, retention, and value utilization metrics; Translate performance into actionable recommendations for leadership.
• Other job duties as assigned.

• Bachelor’s degree in Business, Marketing, Strategy, or related field.
• 8+ years of experience in retention, lifecycle marketing, strategy, customer experience or related roles.
• Experience in membership, subscription, or loyalty-driven organizations.
• Experience with marketing automation, CRM, analytics, data visualization, or experimentation platforms is preferred.
• Experience leading complex, cross-functional initiatives at scale.
• Experience working with segmentation, personalization, and value reinforcement frameworks.
• Experience leveraging data and reporting to inform strategic decision making and priorities.

• Strong understanding of personalization, segmentation, and lifecycle marketing strategies, with experience applying these concepts to drive engagement and retention.
• Proven success leading and managing complex projects, programs, and large-scale initiatives
• Ability to influence cross-functional partners, clarify decision rights, and drive accountability without direct reporting authority.
• Ability to translate data and member insights into executable strategies that deliver measurable impact.
• Familiarity with digital product and user experience concepts, including collaboration with product and technology partners on web and mobile initiatives.
• Excellent communication and storytelling skills, with the ability to clearly articulate strategy, performance, and recommendations to leadership and cross-functional partners.