Director, CRM and Loyalty – Gap Inc.

Job Description

About the Role

Responsible for optimizing direct-to-consumer channels (Email, Website, SMS, Direct Mail, Catalog), implementing effective customer segmentation, and driving strategies for enhanced retention and loyalty.
What You’ll Do
• CRM Strategy: Responsible for developing and managing CRM strategies that align with the overall marketing calendar, orchestrating the right messages at the right time to the right audience and drive engagement and sales on our owned and operated e-commerce and retail channels.
• Channel Expertise: Manage a team of channel experts across Email, Segmentation, Commercial Planning and track measurement through each customer touchpoint for a holistic view of the consumer journey to achieve growth across all KPIs and CLTV
• Drive channel optimization within email, identifying strategies and tactics to increase email driven demand
• Lead strategy, development, and roadmap for overall retention strategy, inclusive of loyalty program
• Effective Customer Segmentation: Spearhead the development of a robust customer segmentation strategy and unlock the untapped value within the existing customer base. This approach will enable personalized targeting and tailored marketing initiatives, thereby increasing customer satisfaction and driving long-term loyalty.
• Assess email strategies to ensure we have the right segmentation and content mix to improve customer lifecycle engagement, driving frequency with existing customers and identifying opportunities to increase size of active file
Who You Are
• Lead the teams in evolving the commercial plan execution of card and loyalty and act as a key thought partner to commercia planning counterparts
• Strategic Partnership with Loyalty Team: Collaborate closely with the loyalty team to develop specific lifecycle tactics aimed at boosting charge volume and enhancing loyalty status among customers. This synergy will result in increased customer retention, higher customer lifetime value, and a strengthened competitive position in the market.
• Provide contact strategies to content partners within marketing team to ensure audience needs are being addressed
• Partner closely with director of customer and brand strategy to address real time customer trends and ensure team is focused on most important customer metrics
• Partner with central loyalty team to align on strategies, tactics and integration approach across touchpoints
• Partner with central loyalty and marketing effectiveness teams on annual and seasonal targets, monitoring performance on a weekly basis
• Partner with creative to ensure loyalty content is coming to life in a way that will resonate with customers, driving engagement