VP, Loyalty & Customer Lifetime Value

About the Role

Key Responsibilities

• Develop and evolve the long-term vision for Macy's loyalty program to drive customer engagement, repeat purchases, and brand affinity.
• Lead enterprise-wide loyalty and credit programs, ensuring they are compelling, differentiated, and financially sound.
• Manage budgeting, marketing operations, compliance, coupon/offer setup, and gift card operations.
• Collaborate with Merchandising and Marketing stakeholders to define and drive a comprehensive Customer Value strategy that strengthens engagement and fuels growth.
• Partner cross-functionally on event architecture to balance loyalty and promotional strategies, optimize customer impact, and maximize ROI.
• Reimagine and modernize the enterprise event and promotional calendar for cohesive customer engagement across channels.
• Lead initiatives across all customer lifecycle stages—acquisition, onboarding, retention, and reactivation—using advanced segmentation and personalization tactics.
• Partner with analytics and data science teams to analyze program performance, customer behavior, and ROI, driving informed strategy and identifying growth opportunities.
• Ensure the loyalty program delivers a seamless customer experience across all touchpoints—in-store, online, mobile, and app—integrating with marketing, merchandising, and operations.
• Build, inspire, and lead a high-performing loyalty and CRM team, fostering a culture of innovation, accountability, and continuous learning.
• Work closely with Digital, IT, Merchandising, Finance, and Stores teams to embed loyalty across the business and enhance the overall customer value proposition.
• Foster an environment of acceptance and respect that strengthens relationships, and ensures authentic connections with colleagues, customers, and communities.

Requirements

• 10+ years of experience in customer experience or loyalty, preferably within retail or consumer-facing industries.
• Proven ability to build and execute complex loyalty and customer value strategies that balance customer needs with financial outcomes.
• Deep passion for delivering exceptional customer experiences through personalized, omnichannel loyalty and retention programs.
• Strong analytical skills with the ability to leverage data, insights, and ROI analysis to inform strategies.
• Exceptional collaboration skills with Digital, IT, Merchandising, Marketing, Finance, and Stores teams.
• Demonstrated success in leading and growing high-performing teams, managing performance, and fostering a culture of innovation and accountability.
• Excellent communication skills to articulate vision, influence senior leaders, and drive stakeholder alignment.
• Ability to reimagine and modernize enterprise event architecture and promotional calendars.

Nice to Have

• Bachelor's degree or equivalent work experience in a related field.

Qualifications

• Bachelor's degree or equivalent work experience.
• 10+ years of experience in customer experience or loyalty within retail or consumer-facing industries.

Benefits & Perks

• Competitive pay and benefits including comprehensive health and wellness coverage.
• 401(k) match and investment in your future.
• Paid time off and eight paid holidays.
• Opportunities for continuous learning and leadership development.
• Community building through Colleague Resource Groups and volunteer opportunities.
• Merchandise discounts and performance-based incentives.
• Employee Assistance Program with mental health counseling and legal/financial advice.
• Tuition reimbursement.