Director - Branded Member Experience (Gap)

About the Role

Key Responsibilities

• Lead the development and execution of cross-channel retention marketing strategies, aimed at enhancing loyalty and Cardmember engagement.
• Create and implement targeted campaigns to drive customer retention and increase brand loyalty, ensuring alignment with business and marketing objectives.
• Develop strategies to meet goals, optimize engagement metrics, and improve customer lifetime value through personalized experiences.
• Leverage data insights and customer feedback to continuously improve retention strategies and adapt to customer behavior.
• Partner with Acquisition teams to design and implement marketing strategies aimed at acquiring high-value customers and driving incremental growth.
• Develop and execute integrated acquisition campaigns across various channels, ensuring alignment with retention goals for a seamless customer experience.
• Optimize new customer acquisition funnels, utilizing data and insights to refine targeting, messaging, and creative to drive acquisition efficiency.
• Collaborate with Acquisition teams to ensure a smooth handoff from the acquisition phase to retention initiatives, maximizing the customer lifetime value (CLV).
• Implement targeted acquisition campaigns focused on acquiring customers who have a high propensity for loyalty and long-term engagement with the brand.
• Work with Commercial Planning and Acquisition teams to align retention strategies with promotional efforts, ensuring cohesive messaging and customer engagement.
• Collaborate with cross-functional teams to ensure marketing campaigns are effectively integrated with overall brand strategy and sales objectives.
• Provide insights and recommendations to Commercial Planning on how to drive customer loyalty through targeted retention and promotional campaigns.
• Develop briefs for loyalty marketing campaigns, ensuring they reflect the brand's voice and align with strategic objectives.
• Oversee the creative development of marketing assets, working closely with creative teams to ensure all campaigns are on-brand, on-message, and compliant with relevant standards and guidelines.
• Review and approve marketing materials, ensuring they meet business goals and align with customer needs and expectations.
• Work with internal/external partners to develop and execute testing roadmaps, exploring new messaging, segmentation strategies, and marketing opportunities to drive engagement and retention.
• Drive innovation in loyalty marketing through exploration of new tools and technologies to enhance customer experience and optimize marketing effectiveness.
• Evaluate the effectiveness of new marketing approaches, gather learnings from test results, and iterate on strategies to improve customer engagement and retention.
• Monitor the performance of retention campaigns, providing regular reporting and analysis to senior leadership on key metrics such as engagement, conversion, and sales impact.
• Use performance data to refine and optimize marketing strategies, ensuring campaigns are delivering maximum results and improving overall customer loyalty.
• Lead cross-functional collaboration to ensure alignment on retention marketing strategies across departments, including Commercial Planning, Acquisition, Creative, and Digital teams.
• Work with data and analytics teams to ensure segmentation strategies are aligned with customer insights, optimizing targeting and personalization.

Requirements

• Experience in developing and executing cross-channel retention and acquisition marketing strategies.
• Strong collaboration skills to work effectively with cross-functional teams including Commercial Planning, Creative, and Data analytics.
• Proven ability to develop creative briefs and oversee creative development for marketing campaigns.
• Experience with testing and innovation in marketing, exploring new messaging, segmentation, and tools.
• Ability to analyze campaign performance data and optimize strategies accordingly.
• Excellent communication skills to provide insights and recommendations to senior leadership.
• Experience in loyalty marketing, customer engagement, and customer lifetime value optimization.
• Knowledge of digital marketing channels and tools.
• Strong project management skills to oversee multiple campaigns and initiatives simultaneously.

Nice to Have

• Experience working within retail or fashion brands.
• Familiarity with customer data platforms and marketing automation tools.
• Experience leading marketing innovation and testing initiatives.

Qualifications

• Experience in marketing leadership roles, preferably within retail or consumer brands.
• Proven track record of developing successful retention and acquisition campaigns.
• Strong analytical skills and experience with performance metrics and data-driven decision making.

Benefits & Perks

• Merchandise discount for our brands: 50% off regular-priced merchandise at Old Navy, Gap, Banana Republic and Athleta, and 30% off at Outlet for all employees.
• One of the most competitive Paid Time Off plans in the industry.
• Employees can take up to five "on the clock" hours each month to volunteer at a charity of their choice.
• Extensive 401(k) plan with company matching for contributions up to four percent of an employee's base pay.
• Employee stock purchase plan.
• Medical, dental, vision and life insurance.