Job Description

Loyalty Manager

Department: Marketing

Location: Plano, TX • Hybrid

Position Type: Full-Time

Company Overview:

Welcome to Five Star Parks & Attractions, where work is fun, growth is real, and every day makes an impact.

Five Star isn’t just a rating or a name; we’re a team of people who love creating unforgettable moments. As a leader in the amusement and hospitality industry, Five Star Parks & Attractions brings energy to both indoor and outdoor family entertainment centers across the country. From the first smile at the front door to the last high-five of the day, we’re all about delivering experiences families, friends, and coworkers remember long after they leave.

As the largest privately owned operator of family entertainment centers in the U.S., we offer more than a job, we offer a place to belong. Whether you’re starting your very first job, looking for a flexible role, or building a long-term career, there’s a spot for you here.

Safety, trust, and a service mindset guide everything we do. We treat our guests like friends and our team members like family, creating a welcoming, inclusive environment where everyone’s contribution matters. We believe in empathy, teamwork, and opening doors to new possibilities, on the floor, behind the scenes, and beyond.

If you’re service-minded, motivated, and ready to be part of something fun and meaningful, we’d love to meet you. Join Five Star Parks & Attractions and help us deliver safe, clean, unforgettable fun to the communities we serve every single day.

The Role

Five Star Parks & Attractions is building a best-in-class loyalty program, and we're looking for a Loyalty Manager to own it. Reporting to the VP of Marketing, you'll lead strategy for how we reward, retain, and grow our guests across every brand, from memberships and season passes to rewards and personalized CRM journeys.

You'll combine guest insight, data, and creativity to turn first-time visitors into regulars and regulars into fans. This role is highly cross-functional, partnering with Sales, Creative, Finance, Operations, and IT to design programs that are simple for guests and profitable for the business.

What You'll Do

• Program strategy: Develop and own the loyalty roadmap across all brands, including rewards structure, tiers, memberships, season passes, and guest benefits
• Program management: Launch, manage, and continuously optimize loyalty and membership offerings, balancing guest value with margin
• CRM & lifecycle marketing: Build segmented email, SMS, and in-app journeys (welcome, birthday, win-back, renewal, upgrade) in Klaviyo
• Data & insights: Define and track loyalty KPIs such as enrollment, active members, visit frequency, retention, redemption, and incremental revenue – turning findings into action
• Guest database growth: Drive sign-ups at parks, online, and at point of sale; partner with park teams on front-line enrollment and training
• Cross-functional partnership: Work with Sales on package and group integration, Finance on program economics and liability, and IT/vendors on POS and platform integration
• Promotions & partnerships: Plan member-exclusive offers and partner rewards that make the program feel special
• Testing: Run A/B tests on offers, messaging, and program mechanics to improve performance and better understand our guests
• Reporting: Deliver regular performance reporting and recommendations to marketing leadership

What You Bring

• 4+ years of experience in loyalty, CRM, membership, or retention marketing
• Proven track record launching or growing a loyalty, rewards, or membership program
• Strong email design skills; ability to translate campaign strategy into polished, on-brand email creative from concept through execution
• Strong analytical skills; comfortable building reports and making decisions from guest data
• Hands-on experience with Klaviyo
• Bachelor's degree in Marketing, Business, or a related field, or equivalent experience
• Excellent communication skills and the ability to influence across departments and park teams
• Working knowledge of GA4, SQL, Looker Studio, or other analytics and BI tools

Nice to Have

• Loyalty experience in family entertainment, theme parks, hospitality, restaurants, or retail
• Experience with POS-integrated loyalty systems

Five Star Park & Attractions is an equal opportunity employer. We celebrate diversity and are committed to creating an inclusive environment for all employees. We do not discriminate on the basis of race, color, religion, sex (including pregnancy and gender identity), national origin, political affiliation, sexual orientation, marital status, disability, genetic information, age, membership in an employee organization, retaliation, parental status, military service, or other non-merit factors.

We actively promote diversity and inclusion within our workplace and encourage candidates of all backgrounds to apply.

Notice of E-Verify Participation: Five Star Parks & Attractions participates in the E-Verify program.

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