The AVP, Loyalty & CRM owns one of the most valuable assets in specialty retail: a loyalty program with 40M+ members and the consumer data engine behind it. This leader is accountable for converting that asset into measurable growth - more active members, more frequent purchases, higher lifetime value, and a consumer file that gets healthier every quarter.
This role is central to our consumer-first formula. Where merchandising decides what we sell, this leader decides how we build relationships - using consumer data, segmentation, and lifecycle orchestration to make every owned-channel touchpoint (email, SMS, push, in-app, direct mail) feel personal, relevant, and worth the consumer's attention. The mandate is simple: know the consumer better than anyone, act on that knowledge faster than anyone, and prove the impact with rigor.
This is a P&L-minded role, not a channel-management role. The right leader thinks like a general manager of the consumer file - balancing member acquisition cost against lifetime value, promotional investment against margin, and program richness against profitability.
ResponsibilitiesStrategy & Business Ownership- Define the enterprise Loyalty and CRM vision, multi-year roadmap, and investment strategy - with explicit business cases tied to retention, lifetime value expansion, and profitable revenue growth.
- Own the Loyalty and CRM P&L view: set goals, define the metrics that matter (active members, spend per member, retention rate, reactivation rate, incremental demand, program cost rate), and hold the function accountable to them.
- Bring consumer insights, program analytics, and competitive intelligence to enterprise planning - shaping where the company invests, not just how marketing implements.
Loyalty Program Leadership- Lead the ongoing evolution of the My Bath & Body Works Loyalty Program so it remains a strategic driver of differentiation, consumer value, and profitable growth - not a discount mechanism. Stand-up and intelligently integrate a private label credit card program that is accretive to both the consumer / Member and the business.
- Design the value exchange deliberately: benefits architecture, earn-and-burn economics, recognition and status, member-exclusive experiences, and the offer strategy that balances engagement with margin.
- Benchmark relentlessly against best-in-class retail loyalty and bring the strongest ideas home - adapted to our consumer, our economics, and our brand.
Lifecycle & CRM- Own the consumer lifecycle end to end: acquisition, onboarding, engagement, retention, reactivation, and advocacy - with defined journeys, triggers, and success metrics at each stage.
- Run owned channels (email, SMS, push, in-app, direct mail) as a portfolio: contact strategy, cadence governance, deliverability, and channel-level ROI, optimized for long-term file health over short-term sends.
- Build segmentation and personalization strategies grounded in behavioral data - moving the organization from broad audiences to addressable, database-taggable segments that creative, media, and merchandising can act on.
Measurement & Technology- Champion measurement rigor: incrementality testing, holdout design, and attribution standards that isolate true CRM contribution from baseline demand.
- Translate complex performance data into clear, decision-ready recommendations for senior leadership - what's working, what isn't, and where to shift investment.
- Partner with Technology and Data Science to advance the MarTech stack (CDP, orchestration, automation, decisioning) in service of personalization at scale - prioritizing capabilities by business impact, not novelty.
Enterprise Partnership & Team Leadership- Partner across Marketing, Technology, Product, Finance, Merchandising, Digital, and Store Operations to embed consumer-first thinking in the end-to-end experience - in-store and online.
- Align cross-functional leaders around a shared consumer agenda, influencing without authority in a highly matrixed environment.
- Lead and integrate a multi-disciplinary team spanning loyalty strategy, audience and data orchestration, and owned channel execution - clarifying accountability, building one operating rhythm, and connecting strategy to execution without handoff loss.
- Fill open roles with top talent, develop and retain the team, and raise capability across the function - creating a culture where rigor and creativity coexist.
Qualifications & Experience- 15+ years of progressive leadership in CRM, Loyalty, Consumer/Retention Marketing, or related roles within retail, consumer products, or management consulting.
- Proven track record of delivering measurable, incremental business results through loyalty and CRM - with fluency in the P&L mechanics of a loyalty program (liability, breakage, funding rates, promotional economics).
- Deep expertise in consumer segmentation, journey orchestration, marketing automation, loyalty program design, and omnichannel engagement.
- Demonstrated command of measurement: incrementality, test-and-learn, holdout methodology, and the ability to defend results with finance-grade rigor.
- Ability to bring the consumer to life - connecting insight to strategy to financial outcomes in a way that moves executive decisions.
- Strong enterprise leadership: influences across functions, unites disparate teams around common goals, and builds a culture of collaboration and accountability.
- Experience building or integrating teams through organizational change - uniting strategy, data, and execution functions under a single accountable operating model.
- Proven ability to question the status quo constructively and inspire change at all levels of the organization.
- Track record of identifying, developing, and retaining top talent; leads with inspiration, integrity, and trust.
Education- Bachelor's degree or equivalent experience
Core Competencies- Lead with Curiosity & Humility
- Build High Performing Teams for Today & Tomorrow
- Influence & Inspire with Vision & Purpose
- Observe, Engage & Connect
- Strive to Achieve Operational Excellence
- Deliver Business Results
BenefitsBath & Body Works associates are the heart of our business. That's why we're proud to offer benefits that empower you to Dream Bigger & Live Brighter. Benefits for eligible associates include:
- Robust medical, pharmacy, dental and vision coverage. Plus, access to our onsite wellness center and pharmacy located at the Columbus, OH home office.
- 401k with company match and Associate Stock Purchase with discount
- No-cost mental health and wellbeing support through our Employee Assistance Program (EAP)
- Opportunity for paid time off and paid parental leave. Plus, access to family and lifestyle programs including a family building benefit, childcare discounts, and home, auto and pet insurance.
- Tuition reimbursement and scholarship opportunities for post-secondary education programs
- 40% merchandise discount and gratis that encourages you to come back to your senses!
Visit bbwbenefits.com for more details.
The above statements are intended to describe the general nature and level of work being performed by people assigned to this job. They are not intended to be an exhaustive list of all responsibilities, duties and skills required.
