Director of Digital Marketing, Loyalty & Personalization

Loyalty & Personalization Strategy

•     Develop, own, and continuously refine the enterprise loyalty and personalization roadmap, including program structure, membership tiers, rewards, offers, and earn-and-burn mechanics

•     Define the personalization strategy across digital and in-store touchpoints, delivering relevant offers, content, and experiences to the right shopper at the right time

•     Establish the vision and business case for loyalty growth, securing executive alignment and prioritizing initiatives based on customer and financial impact

Digital Marketing & Campaign Leadership

•     Lead the strategy, planning, and execution of digital marketing across owned and paid channels, including email, SMS, mobile app, web, push notifications, and paid digital media

•     Drive measurable improvement in core performance metrics, including ROI, customer acquisition cost, conversion, and retention

•     Oversee campaign calendars, creative direction, and A/B and multivariate testing programs to optimize engagement and profitable revenue

Customer Data, Analytics & Insights

•     Leverage first-party data, customer data platforms (CDP), and segmentation models to generate actionable insights for marketing, merchandising, and personalization

•     Define measurement frameworks, dashboards, and reporting that track loyalty health, program performance, and customer lifetime value

•     Champion data governance, privacy, and compliance standards in partnership with Legal and IT to ensure responsible use of customer data

Retail Media & Data Monetization

•     Build and grow retail media, shopper marketing, and data monetization programs that generate incremental, high-margin revenue from CPG and vendor partners

•     Develop and negotiate strategic partnerships, sponsorships, and co-marketing agreements that expand customer reach and program value

•     Package customer insights and audience capabilities into compelling, compliant offerings for brand and agency partners

Cross-Functional Leadership & Stakeholder Management

•     Partner with Merchandising, Store Operations, E-Commerce, Finance, and IT to align loyalty and personalization initiatives with broader business objectives

•     Serve as the primary liaison with technology vendors, agencies, and platform partners, managing scope, performance, and contracts

•     Communicate strategy, results, and recommendations to executive leadership through clear, data-supported reporting and presentations

Team Leadership, Budget & Technology

•     Recruit, lead, develop, and retain a high-performing team across digital marketing, loyalty, and analytics functions

•     Own and manage the departmental budget, ensuring efficient allocation of resources and accountability for spend against results

•     Evaluate, select, and manage the marketing technology stack, ensuring platforms are integrated, scalable, and aligned with the personalization roadmap