Gap Inc. Director - Branded Member Experience (Banana Republic)

About the Role

The Director of Branded Member Experience (supporting Banana Republic) will lead the retention and acquisition strategy and execution across channels, with a focus on driving loyalty and cardmember engagement. This role will be responsible for developing and managing marketing strategies that support sales goals, optimize engagement metrics, and enhance the overall customer experience. This role will work closely with Commercial Planning to ensure alignment on acquisition, retention and promotional efforts while driving creative development and testing innovation within loyalty marketing.
Born from two California creatives fueled by their explorer spirits, Banana Republic has repositioned itself as a premium, experiential lifestyle brand for today’s modern world. Designed for a life where anything is possible, we use the finest materials with the latest fabric innovations to create timeless, versatile clothing, jewelry, shoes and handbags.

What You'll Do

Customer Lifecycle (inclusive of Acquisition & Retention) Strategy & Execution:

• Lead the development and execution of cross-channel retention marketing strategies, aimed at enhancing loyalty and Cardmember engagement.
• Create and implement targeted campaigns to drive customer retention and increase brand loyalty, ensuring alignment with business and marketing objectives.
• Develop strategies to meet goals, optimize engagement metrics, and improve customer lifetime value through personalized experiences.
• Leverage data insights and customer feedback to continuously improve retention strategies and adapt to customer behavior.
• Partner with Acquisition teams to design and implement marketing strategies aimed at acquiring high-value customers and driving incremental growth.
• Develop and execute integrated acquisition campaigns across various channels, ensuring alignment with retention goals for a seamless customer experience.
• Optimize new customer acquisition funnels, utilizing data and insights to refine targeting, messaging, and creative to drive acquisition efficiency.
• Collaborate with Acquisition teams to ensure a smooth handoff from the acquisition phase to retention initiatives, maximizing the customer lifetime value (CLV).
• Implement targeted acquisition campaigns focused on acquiring customers who have a high propensity for loyalty and long-term engagement with the brand.

Who You Are

Collaboration & Promotion:

• Work with Commercial Planning and Acquisition teams to align retention strategies with promotional efforts, ensuring cohesive messaging and customer engagement.
• Collaborate with cross-functional teams to ensure marketing campaigns are effectively integrated with overall brand strategy and sales objectives.
• Provide insights and recommendations to Commercial Planning on how to drive customer loyalty through targeted retention and promotional campaigns.

Creative Development:

• Develop briefs for loyalty marketing campaigns, ensuring they reflect the brand's voice and align with strategic objectives.
• Oversee the creative development of marketing assets, working closely with creative teams to ensure all campaigns are on-brand, on-message, and compliant with relevant standards and guidelines.
• Review and approve marketing materials, ensuring they meet business goals and align with customer needs and expectations.

Testing & Innovation:

• Work with internal / external partners to develop and execute testing roadmaps, exploring new messaging, segmentation strategies, and marketing opportunities to drive engagement and retention.
• Drive innovation in loyalty marketing through exploration of new tools and technologies to enhance customer experience and optimize marketing effectiveness.
• Evaluate the effectiveness of new marketing approaches, gather learnings from test results, and iterate on strategies to improve customer engagement and retention.

Performance Monitoring & Reporting:

• Monitor the performance of retention campaigns, providing regular reporting and analysis to senior leadership on key metrics such as engagement, conversion, and sales impact.
• Use performance data to refine and optimize marketing strategies, ensuring campaigns are delivering maximum results and improving overall customer loyalty.

Cross-Functional Leadership:

• Lead cross-functional collaboration to ensure alignment on retention marketing strategies across departments, including Commercial Planning, Acquisition, Creative, and Digital teams.