SR AD, Pet Owner Loyalty/Retention Strategy

Description

As an employee of Boehringer Ingelheim, you will actively contribute to the discovery, development and delivery of our products to our patients and customers. Our global presence provides opportunity for all employees to collaborate internationally, offering visibility and opportunity to directly contribute to the companies' success. We realize that our strength and competitive advantage lie with our people. We support our employees in a number of ways to foster a healthy working environment, meaningful work, mobility, networking and work-life balance. Our competitive compensation and benefit programs reflect Boehringer Ingelheim's high regard for our employees.

The Sr. Associate Director, Pet Owner Loyalty & Retention Strategy is responsible for designing, implementing, and continuously optimizing pet owner loyalty programs and retention strategies that drive pet owner engagement and repeat purchases, expand cross‑portfolio brand advocacy and ultimately increase pet owner lifetime value.

This role relies heavily on data‑driven insights and customer segmentation to deliver personalized experiences, targeted campaigns, and proactive engagement. By integrating behavioral and transactional analytics, ensuring compliance with legal and financial standards, and refining programs through continuous feedback and performance measurement, the Sr. AD will work to maximize customer lifetime value, reduce attrition, and support sustainable business growth. This role will manage a significant OPEX and GtN budget, accountable for investments which drive a strong and demonstrable ROI.

This role will seek innovative ways to deepen pet owner loyalty, exploring partnerships and strategic alliances which will accelerate our 1P data strategy and builds an ecosystem to enhance pet owner experience.

This role is accountable for the continuing improvement of our net promoter score and pet owner satisfaction.  

Duties & Responsibilities

Loyalty Program Development

• Lead the design and management of pet owner loyalty programs that drive repeat purchases, strengthen cross‑portfolio brand advocacy, and support both short‑ and long‑term sales, market share, and revenue growth.
• Segment customers to identify retention risks and ensure programs effectively engage, retain, and re‑activate key audiences.
• Define and continuously optimize program structure, benefits, and tiering based on customer insights, behavioral data, and business objectives.
• Ensure all program components comply with legal, regulatory, and financial requirements.

Sales & Marketing Strategy Execution

• Partner with brand teams, sales, and marketing agencies to ensure that all pet owner loyalty initiatives amplify brand differentiation and ensure favourability in all channels- clinic, corporate and retail.
• Anticipate industry trends, evolving market needs, and emerging opportunities, taking proactive action to drive sustainable business growth.

Customer Retention Strategy

• Develop and execute retention campaigns focused on high‑value and at‑risk customer segments.
• Implement personalized offers and experiences informed by behavioral and transactional data.
• Continuously refine workflows using customer feedback and performance insights to elevate the overall experience.
• Monitor disengagement trends and deploy proactive measures to reduce attrition.

Leadership & Cross‑Functional Collaboration

• Provide strategic direction and guidance on pet owner loyalty and retention initiatives, ensuring programs translate effectively into customer‑facing opportunities.
• Design customer journeys that encourage pet owners to return to clinics or retail locations, strengthening compliance and long‑term engagement.
• Collaborate with internal stakeholders and external partners to develop actionable programs that address market needs and drive measurable impact.
• Manage a DP/GP budget with accountability for financial stewardship and program ROI.
• Develop strategies that support the full path to prescription and purchase, including integrated digital engagement and coordinated veterinary channel planning.

Data‑Driven Insights

• Leverage first‑party data and analytics to identify key loyalty drivers across pet owner segments.
• Establish loyalty KPIs—including repeat purchase rate, customer lifetime value (CLV), and engagement scores—and continuously optimize program ROI.
• Refine operational workflows based on performance data and customer feedback to enhance program effectiveness. 
  Partner with Commercial Excellence to gather insights through surveys, NPS, and other feedback mechanisms to inform program improvements.
• Use Customer Engagement (CE) analytics to evaluate program performance and deepen understanding of customer behaviors and motivations.

Program Planning & Strategic Execution

• Leads the development of comprehensive program plans, assessing risks, financial returns, resource needs, and timelines to ensure alignment with customer and consumer engagement and loyalty objectives.
• Evaluates financial models and ROI scenarios to inform investment decisions and maximize long‑term value creation.
• Anticipates operational and customer‑experience risks, implementing mitigation strategies that safeguard program integrity and strengthen brand trust.
• Allocates resources strategically, balancing capacity, capabilities, and timelines to drive efficient and effective execution.

Requirements

• Bachelor's degree from and accredited institution required
• MBA preferred
• Proven communication
• Negotiation and presentation skills (verbal and written)
• Executive presence and the ability to interact effectively with senior leaders inside and outside the organization
• Ability to travel as needed and required

Eligibility Requirements:

• Must be legally authorized to work in the United States without restriction.
• Must be willing to take a drug test and post-offer physical (if required).
• Must be 18 years of age or older.

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