AVP, Loyalty & CRM

Description

At Bath & Body Works, we believe everybody deserves to feel good. When you join us, you're part of more than an iconic fragrance and personal care brand - you become part of Gingham Nation, where people are at the center of everything we do.

We believe great associate experiences create great consumer experiences. When our associates feel supported, inspired and empowered, consumers feel it. Whether you're starting your career or building your next chapter, we invest in your growth so you can learn, lead and help create feel good moments every day.

The AVP, Loyalty & CRM owns one of the most valuable assets in specialty retail: a loyalty program with 40M+ members and the consumer data engine behind it. This leader is accountable for converting that asset into measurable growth - more active members, more frequent purchases, higher lifetime value, and a consumer file that gets healthier every quarter.

This role is central to our consumer-first formula. Where merchandising decides what we sell, this leader decides how we build relationships - using consumer data, segmentation, and lifecycle orchestration to make every owned-channel touchpoint (email, SMS, push, in-app, direct mail) feel personal, relevant, and worth the consumer's attention. The mandate is simple: know the consumer better than anyone, act on that knowledge faster than anyone, and prove the impact with rigor.

This is a P&L-minded role, not a channel-management role. The right leader thinks like a general manager of the consumer file - balancing member acquisition cost against lifetime value, promotional investment against margin, and program richness against profitability.

Responsibilities

Strategy & Business Ownership

+ 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.

Loyalty Program Leadership

+ 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.

Lifecycle & CRM

+ 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.

Measurement & Technology

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

+ Translate complex performance data into clear, decision-ready recommendations for senior leadership - what's working, what isn't, and where to shift investment.

+ Partner with Technology and Data Science to advance the Mar Tech stack (CDP, orchestration, automation, decisioning) in service of personalization at scale -…