AVP, Loyalty & CRM

Bath & Body Works; Reynoldsburg (OH); On-site; USD 150,000 - 200,000; Full time

Benefits offered by this job

Robust medical, dental, vision and Rx

401k with company match

40% merchandise discount

Paid time off and parental leave

Job summary

Bath & Body Works is seeking a visionary AVP of Loyalty & CRM to own the consumer file, drive growth, and orchestrate personalized experiences across email, SMS, push, in-app, and direct mail. The role balances acquisition and retention with profitability, leading a multi-disciplinary team to translate insights into measurable results.

The leader will shape segmentation, lifecycle journeys, and a data-driven strategy, partnering with Technology, Data Science, Finance, and store operations to

Qualifications

• 15+ years of CRM, loyalty, or retention marketing leadership in retail or CPG.
• Proven track record increasing active members, spend, and retention.
• Deep expertise in segmentation, journey orchestration, and omnichannel engagement.

Responsibilities

• Define loyalty and CRM strategy, multi-year roadmap, and investment plan.
• Own the loyalty P&L metrics and drive profitable growth.
• Lead evolution of the Bath & Body Works Loyalty Program to differentiate and grow.
• Own consumer lifecycle from acquisition to advocacy with defined journeys.

Skills

CRM Leadership

Loyalty Marketing

P&L Management

Segmentation

Lifecycle Orchestration

Omnichannel

Marketing Automation

Education

Bachelor's degree or equivalent experience

Tools

CDP

Job 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 MarTech stack (CDP, orchestration, automation, decisioning) in service of personalization at scale — prioritizing capabilities by business impact, not novelty.

Enterprise Partnership & Team Leadership

• Partner across Marketing, Technology, Product, Finance, Merchandising, Digital, and Store Operations to embed consumer-first thinking in the end-to-end experience — in-store and online.
• Align cross-functional leaders around a shared consumer agenda, influencing without authority in a highly matrixed environment.
• Lead and integrate a multi-disciplinary team spanning loyalty strategy, audience and data orchestration, and owned channel execution — clarifying accountability, building one operating rhythm, and connecting strategy to execution without handoff loss.
• Fill open roles with top talent, develop and retain the team, and raise capability across the function — creating a culture where rigor and creativity coexist.

Qualifications & Experience

• 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.

Education

• Bachelor's degree or equivalent experience

Core Competencies

• Drives Results
• Action Oriented
• Collaborates
• Decision Making
• Nimble Learning

Benefits

• Feeling good starts with you. We invest in benefits that support your well-being, growth and future, helping you thrive as a creator of feel good — every day. Benefits for eligible associates include:
• Robust medical, dental, vision and pharmacy coverage. Plus, access to our onsite wellness center and pharmacy located at the Columbus, OH home office.
• No-cost mental health and well-being support through our Employee Assistance Program (EAP).
• 401k with company match and Associate Stock Purchase program with discount.
• Opportunity for paid time off, paid parental leave and access to family building benefits.
• Home, auto and pet insurance and a company-provided Care.com subscription.
• Tuition reimbursement and scholarship opportunities for post-secondary education.
• Enjoy complimentary products and a 40% merchandise discount so you can experience and share the brand you love.
• Visit bbwbenefits.com for more details.

The above statements are intended to describe the general nature and level of work being performed by people assigned to this job. They are not intended to be an exhaustive list of all responsibilities, duties and skills required.

We will consider for employment all qualified applicants, including those with arrest records, conviction records, or other criminal histories, in a manner consistent with the requirements of any applicable state and local laws. Please see links: Los Angeles Fair Chance In Hiring Ordinance, Philadelphia Fair Chance Law, San Francisco Fair Chance Ordinance.

We are an equal opportunity employer. We do not make employment decisions based on an individual’s race, color, religion, gender, gender identity, national origin, citizenship, age, disability, sexual orientation, marital status, pregnancy, genetic information, protected veteran status or any other legally protected status, and we comply with all laws concerning nondiscriminatory employment practices. We are committed to providing reasonable accommodations for associates and job applicants with disabilities. Our management team is dedicated to ensuring fulfillment of this policy with respect to recruitment, hiring, placement, promotion, transfer, training, compensation, benefits, associate activities and general treatment during employment. We only hire individuals authorized for employment in the United States.

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Category: Marketing