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.