Loyalty & CRM Strategy Leader — Growth & Personalization

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

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