Director of Loyalty

Marketing Miami, Florida


Position at Ayr Wellness

Company Description

As the leading cannabis multi-state operator (MSO), AYR Wellness is on a journey to be a force for good; and it all starts with our belief in the power and potential of the plant.

We believe in creating an environment in which we can all flourish, one where every individual can find their genius and pursue their passion, because it’s this dedication to creating a culture of excellence, one where we’re all empowered to achieve our dreams, that will propel us forward. We’re a company that puts our people first. A place where talent is rewarded, diversity is celebrated, and innovative thinking is championed and we believe that together we can build a better and brighter future for ourselves, our industry, and our world.

Join us as we create wonder together.

Job Summary

The Director of Loyalty will lead the development, implementation, and management of a loyalty eco-system that drives deeper relationships with our customers and patients. As a subject matter expert in all thing’s customer loyalty, this individual will develop and execute overall customer retention strategy and roadmap; always thinking about how to best serve existing customers, optimize LTV, frequency, and retention.

Partnering with cross-functional teams, this individual will ensure that all elements of the digital and loyalty programs provide a seamless experience, demonstrate operational excellence, and drive incremental sales for Ayr Wellness. The Director will also develop business cases to influence stakeholders and leaders on the ROI, benefits, and value created by enhancements to the digital and customer experience.

Duties and Responsibilities

  • Lead the loyalty program experience, from conception, building the business case for loyalty and ultimately administering the program offerings.
  • Increase customer lifetime value by driving incremental trips and spend across all channels.
  • Analyze member segments, campaign response rates, and identify optimizations and opportunities for new programs and campaigns.
  • Responsible for delivering insights & actions to inform short and long-term decision-making
  • Deliver and execute against a best-in-class App content strategy that drives business objectives while continuing to create long term emotional brand connections with customers.
  • Oversee the execution of loyalty operations, including customer offers and experiences.
  • Understand the technology ecosystem (e.g., Loyalty, CRS, PMS, etc.) and implications associated with new products or enhancements.
  • Regularly develop hypotheses and testing frameworks to engage customers to drive specific results, and partner with operations to executive on new ideas, and programs to determine where to drive the most value for our customers.
  • Participate in ideation and concepting for loyalty program levers, vehicles, activations, and optimization; generate new concepts and drive thinking for future changes.
  • Monitor competitor loyalty programs, testing and adopting best practices to continuously improve program performance and value.
  • Identify process changes needed to implement and run at scale.


  • Specialized experience in building a loyalty ecosystem driving results achieved through loyalty/retention/frequency.


  • Bachelor’s degree required


  • 10+ years of relevant professional experience in a related function, demonstrating progressive career growth and patterns of exceptional performance

Knowledge, Skills, and Abilities

  • Planning - Accurately determines length and difficulty of tasks and projects; sets clear objectives and goals aligned with Company strategy and vision; separates work into logical process steps and develops the schedule, tasks, and team member assignments; anticipates and adjusts for potential challenges; evaluates results and measures performance against goals; delivers recommendations for continuous improvement in the spirit of creating a culture of excellence.
  • Strategic Agility - Anticipates future industry trends and consequences accurately; demonstrates broad knowledge and perspective in a variety of areas; is future-oriented and can articulately paint credible pictures and visions of possibilities and likelihoods; can create competitive and breakthrough strategies and plans that correspond to Ayr’s strategic pillars. Decision Making – based upon a mixture of analysis, experience, and best practices judgment.
  • Innovation - Talent for bringing creative and unique ideas of others and themselves to market; delivers good judgement about which ideas and suggestions will work and deliver successful business results; easily makes connections among previously unrelated notions; shares and facilitates value-add, original brainstorming and a vision for project execution and how potential ideas may play out in the marketplace to support the Company’s strategic initiatives.
  • Problem Solving and Analysis Skills- address advanced problems and deal with a variety of options in complex situations.
  • Process Management –simplify complex processes and maximize resources.
  • Strong Communication Skills – strong written and verbal communication skills.
  • Time Management- manage multiple tasks, deadlines, and adapt to a changing and fast-paced work environment.
  • Tolerance for Ambiguity - comfortable with uncertainty, unpredictability, conflicting directions, and multiple demands; able to operate effectively in an uncertain environment.