AVP Loyalty & Customer Engagement - 90375687 - Washington

Date: Apr 25, 2024

Location: Washington, DC, US, 20001

Company: Amtrak

Your success is a train ride away!

As we move America’s workforce toward the future, Amtrak connects businesses and communities across the country. We employ more than 20,000 diverse, energetic professionals in a variety of career fields throughout the United States. The safety of our passengers, our employees, the public and our operating environment is our priority, and the success of our railroad is due to our employees.


Are you ready to join our team?

Our values of ‘Do the Right Thing, Excel Together and Put Customers First’ are at the heart of what matters most to us, and our Core Capabilities, ‘Building Trust, Accountability, Effective Communication, Customer Focus, and Proactive Safety & Security’ are what every employee needs to know and do to be most impactful at Amtrak. By living the Amtrak values, focusing on our capabilities, and actively embracing and fostering diverse ideas, backgrounds, and perspectives, together we will honor our past and make Amtrak a company of the future.



The AVP of Loyalty & Customer Engagement will own Amtrak’s end-to-end customer engagement strategy, serving as the Champion of the Customer to both internal and external stakeholders. This strategic leader will play a pivotal role in driving customer satisfaction, retention, and loyalty initiatives via ownership of Amtrak’s loyalty program (Amtrak Guest Rewards), customer contact center, lifecycle marketing initiatives, customer insights and market research, financial and strategic partnerships, and corporate sales. This senior leadership position will sit on the Commercial Leadership Team, reporting to the EVP and Chief Commercial Officer, and requires a strategic thinker with a proven track record of developing and implementing successful customer engagement programs. The ideal candidate will have a deep understanding of customer behavior, a passion for building strong relationships, and a knack for leveraging data-driven insights to enhance customer experiences.


  1. Loyalty Program Strategy:
    • Develop and implement a comprehensive program strategy for Amtrak Guest Rewards, identifying improvement opportunities and executing new initiatives aligned with Amtrak’s goals.
    • Continuously assess market trends and customer preferences to enhance and evolve the loyalty program.
  2. E2E Customer Engagement & Lifecycle Marketing:
    • Lead the development and execution of customer engagement initiatives, spanning acquisition, engagement and retention tactics across both online (e.g., Amtrak.com, Amtrak app) and offline (e.g., onboard, in stations) platforms.
    • Drive gains in brand awareness, customer acquisition/retention, repeat purchases, loyalty program engagement, digital penetration, and customer satisfaction, among other KPIs.
    • Collaborate with cross-functional teams to ensure seamless integration of customer engagement strategies.
  3. Customer Insights & Market Research:
    • Utilize data analytics and customer insights to deliver data-driven insights, enabling the broader organization to make increasingly informed decisions that foster improved personalization of customer experiences.
    • Establish key performance indicators (KPIs) to measure the effectiveness of customer engagement programs.
    • Gather and analyze customer feedback to identify areas for improvement in products, services, and overall customer experience.
    • Implement initiatives to address customer pain points and enhance satisfaction.
  4. Customer Contact Center:
    • Oversee strategy and day-to-day operations of Amtrak’s customer contact center, staffed by a team of ~500 associates responsible for managing interactions with customers and ensuring a positive customer experience. Responsibilities span sales, service, and issue resolution.
  5. Financial and Strategic Partnerships:
    • Manage Amtrak’s co-branded credit card portfolio, driving new cardmember acquisition, existing cardmember engagement/retention, and purchase volume, to maximize contribution to Amtrak’s bottom line.
    • Optimize Amtrak’s portfolio of strategic partners, spanning travel, dining, and other key verticals; develop a framework to establish new partnership categories to pursue.
  6. Corporate Sales:
    • Manage Amtrak’s Corporate Sales function, responsible for developing and managing relationships with Amtrak’s top corporate and government clients to drive business growth and revenue.
  7. Cross-Functional Collaboration:
    • Partner cross-functionally to ideate future strategies, ensuring alignment with current business goals and deploying programs with excellence.
  8. Leadership and Team Development:
    • Coach, mentor, and develop a high-performing collaborative organization, spanning Amtrak Guest Rewards, customer contact center, lifecycle marketing, customer insights and market research, financial and strategic partnerships, and corporate sales.
  9. Budgeting and Strategy:
    • Oversee the team budget, connecting marketing actions to customer engagement outcomes and KPIs.
    • Articulate and set the customer engagement strategy, fostering a culture of creativity and strategic thinking.



  • Bachelor’s Degree OR equivalent combination of training, education and relevant experience may be considered in lieu of a degree.



  • Master's degree preferred.
  • 15+ years of documented success in the marketing industry, with a focus on loyalty, customer care, and customer engagement.
  • Preferred 10 years of formal leadership experience leading professional marketing, loyalty, and/or customer engagement teams.
  • Strong analytical and strategic thinking skills.
  • Excellent communication and interpersonal skills.
  • Ability to lead and inspire cross-functional teams.


The salary/hourly range is $213,900-$277,200.  Pay is based on several factors including but not limited to education, work experience, certifications, internal equity, etc. In addition to your salary, Amtrak offers a comprehensive benefit package that includes health, dental, and vision plans; health savings accounts; wellness programs; flexible spending accounts; 401K retirement plan with employer match; life insurance; short and long term disability insurance; paid time off; back-up care; adoption assistance; surrogacy assistance; reimbursement of education expenses; Public Service Loan Forgiveness eligibility; Railroad Retirement sickness and retirement benefits; and rail pass privileges. Learn more about our benefits offerings here.​

Requisition ID:161363
Posting Location(s):District of Columbia; New York; Pennsylvania
Job Family/Function:Customer Service 
Relocation Offered:Yes 
Travel Requirements:Up to 50% 

You power our progress through your performance.

We want your work at Amtrak to be more than a job. We want your career at Amtrak to be a fulfilling experience where you find challenging work, rewarding opportunities, respect among colleagues, and attractive compensation. Amtrak maintains a culture that values high performance and recognizes individual employee contributions. 

Amtrak is committed to a safe workplace free of drugs and alcohol. All Amtrak positions requires a pre-employment background check that includes prior employment verification, a criminal history check and a pre-employment drug screen. 


Candidates who test positive for marijuana will be disqualified, regardless of any state or local statute, ordinance, regulation, or other law that legalizes or decriminalizes the use or possession of marijuana, whether for medical, recreational, or other use. Amtrak's pre-employment drug testing program is administered in accordance with DOT regulations and applicable law.  

In accordance with DOT regulations (49 CFR § 40.25), Amtrak is required to obtain prior drug and alcohol testing records for applicants/employees intending to perform safety-sensitive duties for covered Department of Transportation positions. If an applicant/employee refuses to provide written consent for Amtrak to obtain these records, the individual will not be permitted to perform safety-sensitive functions.


In accordance with federal law governing security checks of covered individuals for providers of public transportation (Title 6 U.S.C. §1143), Amtrak is required to screen applicants for any permanent or interim disqualifying criminal offenses. 

Note that any education requirement listed above may be deemed satisfied if you have an equivalent combination of education, training and experience.

Amtrak is an EOE/Affirmative Action Minority/Female employer, and we welcome all to apply. We consider candidates regardless of race/color, religion, sex (including pregnancy, childbirth and related conditions), national origin/ethnicity, age, disability (intellectual, mental and physical), veteran status, marital status, ancestry, sexual orientation, gender identity and gender expression, genetic information, citizenship or any other personal characteristics protected by law.