NOTE: This role may also be based in our New York City Midtown office.
The Head of 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- Drives Results
- Action Oriented
- Collaborates
- Decision Making
- Nimble Learning
Benefits- Feeling good starts with you. We invest in benefits that support your well-being, growth and future, helping you thrive as a creator of feel good - every day. Benefits for eligible associates include:
- Robust medical, dental, vision and pharmacy coverage. Plus, access to our onsite wellness center and pharmacy located at the Columbus, OH home office.
- No-cost mental health and well-being support through our Employee Assistance Program (EAP).
- 401k with company match and Associate Stock Purchase program with discount.
- Opportunity for paid time off, paid parental leave and access to family building benefits.
- Home, auto and pet insurance and a company-provided Care.com subscription.
- Tuition reimbursement and scholarship opportunities for post-secondary education.
- Enjoy complimentary products and a 40% merchandise discount so you can experience and share the brand you love.
- Visit bbwbenefits.com for more details.
