Loyalty Membership Marketing Analyst

The Loyalty & Membership Marketing Analyst is a high-visibility execution and analytics role within the Marketing Center of Excellence (CoE), reporting directly to the Director of Customer Marketing. In the home trade services sector (HVAC, plumbing, electrical, and specialty home repair), annual service agreements, recurring maintenance plans, and multi-brand membership programs are the lifeblood of customer retention, recurring revenue, and long-term Customer Lifetime Value (LTV). This role serves as the enterprise owner of membership performance across 14 portfolio brands and 1,100+ franchise locations. Working side-by-side with CRM, Email, and Direct Mail Analysts, the Loyalty & Membership Marketing Analyst leverages HubSpot, Field Service Management (FSM) platforms (e.g., ServiceTitan), and cross-channel marketing automation to increase active memberships, reduce churn, drive proactively timed renewals, reactivate canceled members, and support multi-brand growth propositions across all retail trade locations. Responsibilities · Membership Growth & Performance Ownership: Track, analyze, and manage active membership counts, churn rates, renewal percentages, and reactivation metrics across all portfolio brands; identify underperforming locations or customer segments and execute targeted recovery strategies. · Retention, Renewal & Win-Back Programs: Architect and execute automated multi-channel retention campaigns (email, SMS, call center prompts) to reduce member attrition, improve renewal rates for expiring plans, and win back canceled or expired membership accounts. · Multi-Brand & Value Proposition Strategy: Support the rollout and optimization of value-driven membership models (including tier-based maintenance plans, cross-trade/tri-brand memberships, and VIP perks) to maximize repeat booked jobs and cross-brand customer adoption. · CRM & Lifecycle Integration: Partner closely with CRM & Email Marketing Analysts to build automated loyalty workflows, milestone triggers (e.g., system anniversary, inspection due dates), and personalized member offers within HubSpot and Service Titan. · Cross-Functional & Field Operations Alignment: Collaborate with Brand Marketing, Field Marketing, Call Center Operations, and Franchise Advisory Councils to align customer loyalty initiatives with field service technician workflows, CSR booking scripts, and local operational capacity. · Offer Testing & Audience Segmentation: Build behavioral, demographic, and service-history customer segments to run structured A/B tests on membership pricing, promotional incentives, renewal timing, and third-party outreach programs. · Reporting & Executive Dashboards: Maintain ongoing reporting frameworks, performance dashboards, and weekly/monthly executive updates to communicate membership trends, attrition drivers, LTV impact, and strategic recommendations to leadership and franchise owners. Success Measures (KPIs) · Net Membership Growth & Retention: Measurable increase in active system-wide memberships, renewal conversion rates, and cross-brand member migration across all portfolio locations. · Churn Reduction & Win-Back Revenue: Decrease in monthly membership churn rates and achievement of revenue targets from canceled-member reactivation campaigns. · Member Lifetime Value (LTV): Increase in average repeat booked jobs, maintenance agreement retention span, and total LTV among active plan members. · Franchisee Adoption & Execution: Strong adoption of CoE loyalty and membership toolkits, scripts, and automated workflows across franchise territories.