Vice President, Customer

The Vice President, Customer Growth is accountable for accelerating profitable customer acquisition, increasing retention, and growing customer lifetime value. This executive sets the enterprise customer growth agenda across performance media, CRM, loyalty, and personalization, translating customer and business insights into strategies and investment decisions that drive measurable customer and revenue growth.

Reporting to the EVP, Chief Marketing & Growth Officer, this leader serves on the Marketing leadership team and works across Digital/Ecommerce, Merchandising, Retail Operations, Technology, Finance, and Data Science & Analytics to build and execute an integrated customer growth strategy across stores and digital channels.

The Vice President, Customer Growth owns the customer growth investment portfolio and is accountable for the economics and performance of customer acquisition and retention, including the agency and vendor partnerships supporting these areas.

This role brings the primary levers of customer acquisition, retention, and value growth under a single leader. The Vice President, Customer Growth leads Performance Media, CRM, Loyalty, and Personalization and is accountable for the strategy, investment priorities, and business outcomes delivered through these capabilities.

The role serves a complex omnichannel retail business with a 650+ store fleet, significant ecommerce and marketplace businesses, and an established loyalty customer base.

The Vice President partners closely with FP&A and Data Science & Analytics to establish rigorous customer growth measurement, translate insights into growth and investment decisions, and evaluate performance through incrementality, customer lifetime value, acquisition economics, and other relevant measures.

• Define and own the enterprise customer growth strategy, including the goals, economics, priorities, and measures that govern it.
• Establish the strategies for acquiring profitable new customers, retaining existing customers, and increasing customer lifetime value.
• Set priorities for where and how the company competes for new customers and deepens relationships with existing customers.
• Treat the customer file as a managed enterprise asset, accountable for its growth, health, composition, engagement, and long-term value.
• Identify emerging growth opportunities, audiences, and channels and make disciplined recommendations about where to test, invest, scale, or exit.

• Lead the performance media strategy and investment portfolio, ensuring resources are allocated to channels, audiences, and opportunities with the strongest potential for profitable customer growth.
• Establish acquisition strategies and performance expectations across paid and other measurable acquisition channels.
• Continuously improve customer acquisition economics through disciplined testing, optimization, audience strategy, and investment allocation.
• Hold agency and media partners accountable for performance, transparency, innovation, and measurable business outcomes.
• Partner across Marketing and Digital/Ecommerce to connect customer acquisition strategies with the experiences and conversion opportunities that ultimately drive customer and business value.

• Own the customer lifecycle strategy, defining how the company engages customers from acquisition through repeat purchase and long‑term loyalty.
• Lead the CRM strategy across addressable customer channels, including lifecycle journeys, customer contact strategy, segmentation, and targeted engagement.
• Establish the segmentation strategy that determines how customers are differentiated and engaged based on behavior, value, needs, and growth opportunity.
• Deliver measurable improvements in retention, repeat purchase behavior, engagement, and customer lifetime value.

• Own the strategy, positioning, economics, and evolution of the company's loyalty program, ensuring it strengthens customer relationships and delivers measurable enterprise value.
• Drive increased loyalty participation, engagement, and member contribution to the business.
• Define the business strategy, use cases, and priorities for personalization across the customer journey.
• Partner with Technology and Digital Product to develop the data, platforms, and capabilities required to deliver relevant and scalable personalized experiences.
• Continuously evaluate loyalty and personalization…