Director - Branded Member Experience (Gap)

About Gap Inc.

Our brands bridge the gaps we see in the world. Old Navy democratizes style to ensure everyone has access to quality fashion at every price point. Athleta unleashes the potential of every woman, regardless of body size, age or ethnicity. Banana Republic believes in sustainable luxury for all. And Gap inspires the world to bring individuality to modern, responsibly made essentials.     

This simple idea—that we all deserve to belong, and on our own terms—is core to who we are as a company and how we make decisions. Our team is made up of thousands of people across the globe who take risks, think big, and do good for our customers, communities, and the planet. Ready to  learn fast, create with audacity and lead boldly? Join our team.

About the Role

The Director of Branded Member Experience (supporting Gap brand) 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.

At Gap, we’ve built our brand on staying true to our roots while always being out in front of what’s next. If you want to be part of an iconic American brand, and help lead the way for where we’re headed, we’d love to have you join us.

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.
• Work with data and analytics teams to ensure segmentation strategies are aligned with customer insights, optimizing targeting and personalization.

Benefits at Gap Inc.

• Merchandise discount for our brands: 50% off regular-priced merchandise at Old Navy, Gap, Banana Republic and Athleta, and 30% off at Outlet for all employees.
• One of the most competitive Paid Time Off plans in the industry.*
• Employees can take up to five “on the clock” hours each month to volunteer at a charity of their choice.*
• Extensive 401(k) plan with company matching for contributions up to four percent of an employee’s base pay.*
• Employee stock purchase plan.*
• Medical, dental, vision and life insurance.*
• See more of the benefits we offer.

*For eligible employees