Vice President - Customer Growth

Overview

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.

Responsibilities

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.

Key Responsibilities

Customer Growth Strategy

• 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.

Customer Acquisition & Performance Media

• 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.

Customer Value, CRM & Retention

• 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.

Loyalty & Personalization

• 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 performance and evolve strategies based on customer behavior, economics, competitive dynamics, and business priorities.

Investment, Measurement & Performance

• Own the customer growth investment portfolio and allocate resources to the highest-return opportunities across acquisition and retention.
• Establish a rigorous performance-management discipline focused on incremental business impact and customer economics rather than reliance on last-click attribution.
• Partner with FP&A and Data Science & Analytics to translate customer, financial, and performance insights into growth strategies, investment decisions, testing priorities, and optimization.
• Drive sustained improvement in acquisition cost, incremental marketing return, retention, and customer lifetime value.
• Represent customer growth performance to executive leadership with clear, defensible economics, insights, and recommendations.

Enterprise & Omnichannel Leadership

• Ensure customer growth strategies connect effectively across the store fleet and digital business, recognizing the customer relationship across channels rather than in organizational silos.
• Partner with Digital/Ecommerce to align acquisition, CRM, loyalty, and personalization strategies with the digital customer experience and conversion journey.
• Partner with Retail Operations and Field Leadership to make loyalty and customer engagement strategies effective and executable in stores.
• Partner with Technology and Digital Product to establish the capabilities required to enable customer growth and personalization strategies.
• Partner with Finance to align customer growth investment with contribution margin expectations, financial forecasts, and enterprise reporting standards.
• Bring customer behavior, economics, and insights into enterprise decision-making and advocate for decisions that strengthen long-term customer value.

Organizational Leadership

• Build, lead, and develop a high-performing customer growth organization with the capability and depth required to deliver the company's growth ambitions.
• Establish a performance-driven culture characterized by accountability, analytical rigor, experimentation, speed, and continuous improvement.
• Develop leaders and capabilities across Performance Media, CRM, Loyalty, and Personalization.
• Manage significant customer growth investments and hold agency and vendor partners to clear performance and accountability standards.
• Ensure customer data is collected, activated, and used responsibly and in compliance with applicable privacy and marketing regulations.

Qualifications

Required Experience

• Bachelor's degree in Marketing, Business, Analytics, or a related field; MBA or advanced degree preferred.
• 15+ years of progressive marketing and customer growth leadership experience, including senior leadership responsibility within an enterprise-scale organization.
• Demonstrated success leading both customer acquisition and retention strategies, with measurable impact on customer growth, acquisition economics, retention, and lifetime value.
• Significant experience leading performance marketing and customer growth investment across multiple channels.
• Experience leading CRM, lifecycle marketing, loyalty, personalization, or closely related customer growth capabilities.
• Experience leading a multi-layer organization of leaders and individual contributors in a fast-paced retail, consumer, ecommerce, or omnichannel environment.
• Strong financial and commercial acumen, with demonstrated experience managing significant marketing investment and communicating its economics and return to executive leadership.
• Demonstrated ability to translate analytics and customer insights into business strategies, investment decisions, and measurable outcomes.
• Experience leading through significant transformation, organizational chang

Preferred Qualifications

• Experience developing or significantly evolving customer loyalty, personalization, and customer data capabilities, including the business requirements and technology capabilities necessary to enable them.
• Experience scaling membership, subscription, or loyalty-based customer programs.
• Experience in specialty retail, consumer health and wellness, or another customer-centric business with both a physical store fleet and a significant direct-to-consumer presence.
• Experience operating within a complex omnichannel environment where customer journeys span stores, ecommerce, marketplaces, and addressable marketing channels.