Business Development, Loyalty Director

Washington, DC
Jun 15, 2019
Jun 28, 2019
Full Time
Business Unit Description

AARP is a nonprofit, nonpartisan organization, with a membership of nearly 38 million that helps people turn their goals and dreams into 'Real Possibilities' by changing the way America defines aging. With staffed offices in all 50 states, the District of Columbia, Puerto Rico, and the U.S. Virgin Islands, AARP works to strengthen communities and promote the issues that matter most to families such as healthcare security, financial security and personal fulfillment. AARP also advocates for individuals in the marketplace by selecting products and services of high quality and value to carry the AARP name. As a trusted source for news and information, AARP produces the world's largest circulation magazine, AARP The Magazine and AARP Bulletin.

Integrated Communications & Marketing (ICM) is a multimedia, service-focused communications and marketing operation that leads in shaping the impression of AARP by providing communications planning, marketing, support and execution for AARP's strategic business units.


AARP's loyalty program produces meaningful societal change while capturing and monetizing the value generated from individual social mission engagement. This position will operationalize the above business model and its ability to create financial benefit directly from social impact outcomes. This is both a strategic and tactical implementation role in the value and impact growth of AARP's loyalty program. This role is responsible for embodying that there is no value or revenue without loyalty impact. The position reports to the VP, Loyalty Marketing and is part of the Digital Strategy and Membership team.


I. Design and deliver Consumer value to include:
  • Responsible for strategy, curation, positioning, and experience (oversight not execution) of the rewards catalog
  • Envisions consumer impact via knowledge and behavior from commercial opportunities
  • Ensures consumer impact via savings (both member and non-member) realized from redemption
  • Designs and creates delight in redemption experiences to driver high NPS and satisfaction

II. Design and deliver Enterprise value to include:
  • Deliver direct monetization via existing/core revenue streams (memberships, sponsors, ads)
  • Create and implement new value models (benefactors, sponsors, and reward cost offsets, and/or social enterprise products) in partnership with VP
  • Deliver indirect monetization via data (access, intelligence, insights), operational efficiencies, etc.
  • Validates that financial sustainability is dependent on mission and social impact; mission and social impact is our monetization arm.

III. Framing Impact as an asset to include:
  • Like other social entrepreneurs, create a sustainable value proposition for AARP, the individual, and potential partners from intersection of individual impact and partners' need for AARP help accomplish this for the betterment of individuals, society, and partners (commercial, etc) through AARP's loyalty. This work will be accomplished in partnership with VP.
  • Create and frame impact as an asset for these 3 audiences.

IV. Partner management to include:
  • Identification of new/potential impact and monetization partners; varying degrees of partner engagement and nurturing expected throughout program lifecycle
  • Development of the pricing, positioning, and proposals of new and repeat partnerships
  • Achievement of annual impact and value/revenue targets
  • Creation and management of impact value hub; a hub-and-spoke approach to realizing results using a matrixed group of stakeholders across AARP, ASI (the for-profit arm of AARP), and Foundation (the charity arm of AARP),

V. Financial and impact oversight of redemptions to include:
  • Points economy management from a redemption perspective relative to the level of effort to earn points as well as overall catalog budget in partnership with VP, Earning/Learning Team, and Analytics.
  • Manage catalog budget
  • Programs catalog rewards through the lens of how they support intended social outcomes
  • Double-bottom line management: Financial management and Social Impact Management

  • Bachelor's Degree in Business, Marketing, or related field, or equivalent combination of education and experience. Advanced degree is desired.
  • 10+ years of experience in partnership marketing, social mission / cause marketing, and/or business development. Prior experience with loyalty and engagement programs, or online retail is a plus.

Requires a passion for and working knowledge of non-profit, social entrepreneurship, and B-corp business models.
  • Must bring a social entrepreneur mindset and approach to the role.
  • Strong track record of success in developing successful partnership strategies with a clear pattern of driving execution and business results.
  • Strategic and critical thinker, comfortable using qualitative and quantitative information to make decisions and solve problems. Financial savvy and business acumen with a proven ability to translate data and analyses into strategy.
  • Must be able to negotiate agreements that meet the needs of AARP and the partner.
  • Proficient in the use of MS Office applications such as Outlook, Word, PowerPoint and Excel.
  • Customer-centric mindset. Self-motivated, confident, with a high attention to detail and collaborative work-style.
  • Demonstrates strong communication skills with a high comfort level presenting to teams and senior leadership.
  • Ability to build strong working relationships with major internal and external stakeholders.
  • Experience working within a matrixed organization where success was dependent on influence if not direct control.
  • Not afraid to roll up sleeves and take action. Able to prioritize and handle several projects concurrently, often under tight deadlines.

Benefits Offered

AARP offers competitive benefits with a 401K, 100% company funded pension plan, health, dental, vision and life insurance, STD/LTD, paid vacation and sick, and other benefits.

Equal Employment Opportunity

AARP is an equal opportunity employer committed to hiring a diverse workforce and sustaining an inclusive culture. AARP does not discriminate on the basis of race, ethnicity, religion, sex, color, national origin, age, sexual orientation, gender identity or expression, mental or physical disability, genetic information, veteran status, or on any other basis prohibited by applicable law.

Similar jobs