Senior Manager, Loyalty & CRM

Senior Manager, Loyalty & CRM

sweetgreen is on a mission to build healthier communities by connecting people to real food. We passionately believe that real food should be convenient and accessible to everyone. Every day in each sweetgreen, our 5,000 team members make food from scratch, using fresh ingredients and produce delivered that morning. And in our local communities, we're committed to leaving people better than we found them. We're in the business of feeding people, and we're out to change what that means. Our teams are our most valuable ingredient, the heart of our company, the face of our brand, and what truly makes the sweetgreen experience special and unique.

About the Role

The Senior Manager, Loyalty & CRM owns how sweetgreen earns attention, frequency, and lifetime value across our owned surfaces. You will lead SG Rewards and the full CRM ecosystem (email, push, SMS, in-app), setting a clear point of view on what makes membership worth having and translating that into audience strategy, personalization, comms and offer architecture, engagement calendar, and a robust test roadmap.

This is a strategy-first role. You will define direction across multiple streams (transactional, context-driven, lifecycle, loyalty, promo) before anything gets built, and you connect the loyalty calendar to the broader marketing calendar so every touchpoint compounds to maximize customer and business impact. As a leader, you influence cross-functional teams to bring a shared vision to life that builds true customer loyalty and value for the business, and you develop the team and the CRM & Loyalty function.

What You'll Own

Loyalty Program

• Own SG Rewards end to end: member value proposition, earn and burn mechanics, tiers and benefits, activation and engagement layers, and the multi-year roadmap.

• Build a program that feels distinctly like sweetgreen. Members should be able to describe why it's worth belonging to without mentioning a discount.

• Sequence loyalty mechanics against the marketing calendar so menu drops, brand moments, and new restaurant openings each land with loyalty-specific value behind them.

• Evolve offer logic and discount governance in partnership with Finance, optimizing who, what, when, why, and how much to maximize the ROI of every discount dollar and continually strengthen the SG Rewards program economics.

CRM and Lifecycle

• Define what each owned channel is for, how messages sequence across a member's journey, and how frequency is governed across the base.

• Partner creatively across marketing teams (Brand, Creative, Social, PR, Local) to create engaging campaigns that are distinctively sweetgreen, adapted to each channel and the customer context, and drive conversion and engagement with our customers.

• Set audience and segmentation strategy grounded in behavior, and refine journeys continuously to eliminate friction in the customer experience.

• Develop SGs personalization approach across the customer journey in partnership with Product.

• Lead strategy and concept for lifecycle programs (onboarding, frequency building, deceleration and win-back, tier progression) before execution begins.

• Own the martech roadmap and vendor strategy, including requirements for future capability needs like decisioning and personalization.

Customer analytics and measurement

• Own the learning agenda: prioritize tests across offer, segmentation, creative, and cadence, and hold the team to a clean read.

• Report performance in terms of incremental behavior, incremental revenue, and ROI, and translate it into recommendations that shape decisions beyond marketing.

Team and operating model

• Hire, develop, and retain a high-performing team; set clear expectations and grow people into their next role.

• Steward how the team works cross-functionally: intake, prioritization, briefing standards, QA, and campaign velocity.

• Evolve the function as the business scales, including where automation and AI decisioning should replace manual work.

How We'll Measure Success

• Member frequency, retention, and lifetime value

• Incremental revenue from loyalty and CRM programs

• Discount ROI and margin efficiency of offer spend

• Loyalty participation, attach rate, and tier progression

• Owned channel engagement, with healthy opt-in and unsubscribe rates

• Growth of the digital customer base

The Ideal Background

• 8+ years in CRM, lifecycle, or loyalty, including direct ownership of a consumer loyalty program

• Experience managing and developing a team

• Strong customer analytics skills. You are comfortable with SQL and BI tools and fluent in experiment design, holdouts, and incrementality

• Financial acumen. You can work with program economics models, discount ROI, and the P&L impact of an offer construct

• Strategic. You lead with a point of view and a concept, then bring the data and the plan to support it

• Brand instinct. You can create programs and moments that drive conversion and brand love.

• Comfortable with ambiguity. You can operate on problems with no precedent and get to a defensible answer

• Cross-functional leadership. You can align Product, Finance, Data, Brand, Ops, and Creative without formal authority

Nice to Have

• Hands-on experience with Braze, SessionM, Hightouch, or comparable loyalty and CRM platforms

• Familiarity with a modern data stack (Snowflake, AI)

• Familiarity with decisioning concepts like Next Best Action or Next Best Offer, and how to operationalize them

• Background in restaurant, retail, or another high-frequency consumer category

What you'll get:

• Highly competitive pay + bonus plan
• Three different medical plans to suit your and your family's needs
• Dental and Vision insurance
• Flexible PTO plan
• 401k program
• Employee HSA and FSA
• Complimentary greens
• An opportunity to make a real impact on the people around you, both by growing them and by connecting them to real food
• To live the sweetlife and celebrate your passion + purpose
• A collaborative team of people who live our core values and have your back
• A clear career path with opportunities for development, both personally and professionally
• Free sweetgreen swag

Come join the sweetlife!

About sweetgreen

sweetgreen is on a mission to build healthier communities by connecting people to real food. We passionately believe that real food should be convenient and accessible to everyone. Every day in each sweetgreen, our 3,500 team members make food from scratch, using fresh ingredients and produce delivered that morning. And in our local communities, we’re committed to leaving people better than we found them. We’re in the business of feeding people, and we’re out to change what that means.

sweetgreen provides equal opportunities for everyone that works for us and everyone that applies to join our team, without regard to sex or gender, gender identity, gender expression, age, race, religious creed, color, national origin, ancestry, pregnancy, physical or mental disability, medical condition, genetic information, marital status, sexual orientation, any service, past, present, or future, in the uniformed services of the United States (military or veteran status), or any other consideration protected by federal, state, or local law.

sweetgreen participates in the federal government's E-Verify program to determine employment eligibility. To learn more about the E-Verify program, please click here.

Salary range for this role:Starting salary range based on experience$150,000-$180,000 USD Sweetgreen provides equal opportunities for all employees and applicants, without regard to sex or gender, gender identity, gender expression, age, race (including traits historically associated with race, such as hair texture and protective hairstyles), religious creed, color, national origin, ancestry, pregnancy, physical or mental disability, medical condition, genetic information, marital status, sexual orientation, any service in the uniformed services of the United States, or any other consideration protected by federal, state, or local law. California residents: Review our applicant privacy notice HERE. sweetgreen participates in the federal government's E-Verify program to determine employment eligibility. To learn more about the E-Verify program, please click here.