Vacancy Information
We have a fantastic opportunity for a Head of Loyalty to join our Customer team at Greggs. This is an exciting, high-profile role for a strategic and commercially minded leader who will shape the future of loyalty across the business.
As the owner of our loyalty proposition, you'll use data, insight and technology to create personalised customer experiences that drive incremental spend, increase retention and build long-term customer advocacy. Leading a team of specialists and working closely with colleagues across Commercial, Digital, Technology and Finance, you'll define how we reward, engage and grow our customer base.
This is a unique new opportunity to influence customer strategy at scale, evolving our loyalty and app experience to deliver greater value for customers while driving measurable commercial growth for Greggs. Through innovative rewards, personalisation and customer insight, you'll help millions of customers get even more from Greggs every day
We can offer you:
Management Bonus Scheme which is worth up to 30% of your salary
Pension scheme with matching employer contributions up to 7%
Company car or car allowance
Colleague discount, up to 50% off our own-produced products
Profit share - We want everyone to share in the success of the business, so we distribute 10% of our profits to all our colleagues who have at least 6-month service, or more, each year
25 days (5 weeks) annual leave, pro-rated, increasing with service (in addition to bank holidays), plus 1 additional floating day
The opportunity to purchase additional annual leave twice a year
Colleague share plans, giving you the opportunity to save and invest in Greggs, with the chance to buy Greggs shares at a discounted rate
Private Medical Insurance which is free for you and subsidised for your dependants
Income Protection should you become unable to work due to long-term sickness
Death in service benefit which provides a lump-sum payment equal to 4 times your year's salary
Virtual GP, Physiotherapy and Lifestyle Consultations - we provide access to a fantastic total wellbeing app for you and your family
Employee Assistance Programme - we provide all colleagues with access to an EAP helpline providing mental health support as well as financial and legal support
Savings and discounts, including digital gift card discounts, online cashback, in-store and online coupons and lifestyle offers
Career progression and learning and development opportunities
A company who cares about our communities; the environment and being a better business! Click here to read about The Greggs Pledge
Colleague Networks - internal groups where colleagues and their allies can share their own experiences, offer feedback on the way we do things at Greggs, and provide support to one another
About the role
- This is a full-time role, however flexibility in this will be considered
- We know that having a work-life balance is important, so we offer our colleagues as much flexibility as possible in line with the needs of their role
- The base location for this role is Greggs House, Quorum Business Park, Newcastle Upon Tyne, NE12 8BU
What you'll do
Create loyalty that changes customer behaviour
- Own the end-to-end loyalty reward proposition, including mechanics, thresholds, investment levels and commercial performance.
- Use customer insight, propensity modelling and uplift analysis to identify the behaviours and interventions that drive incremental spend and increased visits.
- Continuously test, learn and optimise loyalty mechanics to ensure every pound invested delivers measurable return and customer value.
- Drive LFL growth, visit frequency and customer lifetime value
Make every customer interaction more personal
- Lead the personalisation strategy, determining the right offer, for the right customer, at the right time to maximise engagement and commercial impact.
- Build and evolve next-best-action capabilities, targeting customers whose behaviour can be influenced through timely and relevant interventions.
- Transform loyalty engagement from scheduled campaign activity to real-time, personalised experiences delivered through the app.
Shape the future of the Greggs loyalty App experience
- Define the product vision and roadmap for the loyalty app, ensuring priorities balance customer value, commercial return and delivery effort.
- Partner closely with Product and Engineering teams to translate commercial and loyalty objectives into a clear, prioritised backlog.
- Own and track app performance metrics including adoption, active users, conversion, retention and identified share of transactions.
Turn customer data into business growth
- Drive growth in loyalty membership, customer identification rates and the depth of customer data collected.
- Turn customer data into actionable insight that informs decision-making across loyalty, marketing and the wider business.
- Develop a deeper understanding of customer behaviours, motivations and opportunities to drive growth.
Keep customers coming back
- Identify early signs of customer lapse and develop interventions that improve retention and strengthen long-term customer relationships.
- Create loyalty mechanics that support wider business objectives, including product trial, frequency growth and strategic commercial priorities.
- Ensure loyalty activity supports both customer and business growth objectives.
Build advocacy and stronger customer connections
- Build advocacy and brand affinity through loyalty experiences that encourage repeat purchase and recommendation.
- Use customer feedback and behavioural insight to influence improvements to the customer experience across Greggs.
- Create meaningful customer interactions that strengthen engagement with the Greggs brand.
Lead the team behind the strategy
- Lead, coach and develop a high-performing team, creating a culture of ownership, innovation and continuous improvement.
- Build strong partnerships across Commercial, Retail, Finance, Marketing, Digital and Technology teams to deliver the loyalty strategy successfully.
- Influence senior stakeholders and align teams behind a clear vision for loyalty, personalisation and customer growth.
About you
You will fit right into this role if you:
- Have significant experience leading loyalty, CRM or rewards programmes, with a strong data-led approach and a proven ability to drive incremental spend and customer value.
- Experience owning the value logic of a loyalty proposition, designing reward mechanics and customer journeys that influence behaviour rather than simply rewarding transactions.
- Have a strong understanding of propensity, lapse and incrementality modelling, with the ability to direct data science teams and challenge assumptions effectively.
- Expertise in personalisation, with experience determining the right offer, for the right customer, at the right time to maximise engagement and commercial return.
- Strong commercial acumen, with the ability to confidently articulate ROI, defend investment decisions and demonstrate value to Finance and senior stakeholders.
- The ability to work directly with customer data, including SQL or similar data-querying tools, to identify opportunities and generate actionable insight.
- Knowledge of customer data platforms (CDPs) and how customer, app and CRM data can be connected to create more personalised experiences.
- Experience leading high-performing, cross-functional teams across CRM, data, product or customer functions.
- A collaborative leadership style, with the ability to build strong relationships across Commercial, Retail, Finance, Marketing, Digital and Technology teams.
- Excellent communication and influencing skills, with the confidence to engage and present to senior leadership teams.
It would be great if you also have...
- Experience within a high-frequency retail, food-to-go, hospitality or grocery environment.
- Experience overseeing an app product and using digital channels as the primary delivery mechanism for loyalty and customer value.
- Experience with test-and-control methodologies, incrementality measurement or advanced experimentation techniques.
- Knowledge of app product development and roadmap management.
- Experience presenting loyalty or customer growth strategies and results at Executive or Board level.
- A degree or equivalent commercial experience.
About Greggs
Here at Greggs, we love what we do, and we have fun! What makes us so special is our culture - how we behave and support each other. Everyone's welcome at Greggs. Whatever their background, preferences or beliefs we want all of our colleagues to feel welcome and able to be themselves at work. You can read more about us here: Greggs Careers | About Greggs.