Responsibilities

• 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.
• 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.
• 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.
• Champion measurement rigor: incrementality testing, holdout design, and attribution standards that isolate true CRM contribution from baseline demand.

Requirements

• 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.
• Bachelor's degree or equivalent experience

Benefits

• Bath & 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.