Responsibilities

• - Customer Insights & Data Strategy
• - Analyze customer data across loyalty, ecommerce, and campaign performance to identify actionable growth opportunities and inform marketing decisions.
• - Evaluate customer purchase behavior, category penetration, migration patterns, visit frequency, and lifetime value to uncover trends and opportunities.
• - Translate customer insights into clear, actionable recommendations that shape marketing priorities and campaign direction.
• - Identify underpenetrated customer segments and opportunities to increase engagement and conversion across categories and channels.
• - Customer Growth Strategy
• - Develop and drive initiatives that increase customer acquisition, traffic, visit frequency, retention, and lifetime value.
• - Recommend marketing priorities based on customer insights, commercial opportunities, and business goals.
• - Partner with merchandising to align category priorities with customer demand and growth opportunities.
• - Collaborate with vendor partners to develop data-informed co-marketing initiatives and align customer insights with Joint Business Plan (JBP) priorities.
• - Marketing Performance & Optimization
• - Use performance data to evaluate campaigns and identify opportunities to improve results and scale what is working.
• - Use performance data to adjust campaigns in market, improving messaging, channel mix, and promotional effectiveness.
• - Refine marketing strategies, promotions, and customer programs based on performance insights.
• - Identify opportunities to improve effectiveness across channels, including in-store, digital, and vendor-supported marketing.
• - Strategic Campaign Direction
• - Guide campaign direction to ensure marketing initiatives are informed by customer insights and aligned with growth priorities.
• - Shape marketing themes, customer moments, and storytelling that drive engagement and traffic.
• - Partner with Digital and Creative teams to ensure alignment across lifecycle marketing, messaging, and execution.
• - Marketing Leadership
• - Provide leadership, direction, and prioritization for the Integrated Marketing, Customer Marketing & Digital, and Creative teams.
• - Set clear marketing priorities across campaigns, loyalty, digital engagement, and brand initiatives.
• - Ensure marketing initiatives are aligned with business priorities, merchandising strategy, and customer insights.
• - Build a collaborative, accountable, and high-performing marketing organization focused on driving customer growth.
• - Cross-Functional Leadership
• - Partner with Merchandising, Marketing, Digital, Creative, and Store Operations to align marketing strategies with business priorities.
• - Influence marketing and merchandising decisions through data-driven insights and clear recommendations.
• - Share customer insights with merchandising and vendor partners to inform joint strategies that drive category growth.