• Guided the Real Rewards loyalty program evolution by collaborating with cross-functional partners on strategy and execution for the June 2020 launch, which resulted in significant improvement across member engagement metrics (enrollment, sales penetration, active base & retention).• Ensured successful transition to internal loyalty engine in October 2020 by partnering cross-functionally with technology, engineering and finance partners.• Oversaw the strategic planning and tactical execution of the September 2017 launch of an all-new loyalty program, AEO Connected, which led to member acquisition growth of 59% YOY, per member spend increase of 5.8% YOY, and reward redemption rates more than double the legacy program.• Drove the strategic development and execution of the pilot launch of the AE Rewards loyalty program in October 2015.• Executed external vendor partnership with Jebbit to produce engaging quizzes and capture first-party data.• Lead a team of 2, inclusive of one manager and one coordinator-level report.• Consult with international marketing partners in Mexico and APAC to build international loyalty programs.• Plan and execute bi-monthly Loyalty Steering Committee Meetings with executive leadership and cross-functional partners to share key wins and member analysis.• Develop yearly strategic loyalty technology and customer journey roadmap with cross-functional partners.• Collaborate cross-functionally to evaluate past campaigns, refine program KPIs, and manage performance and reporting to inform future promotions with actionable recommendations.• Participate in AEO Inclusion and Diversity groups, including The Inclusion, Diversity, Equity and Access (IDEA) Alliance, The Anti-Racism Connection, The Real Pride Network, REAL Parents, and Women@AEO, serving on that group’s leadership team.

• Guided team of three Email Analysts responsible for audience segmentation, email production and analytics across all four DICK’S Sporting Goods owned brands. • Devised strategic targeting plans across customer segments and leveraged use of customer models for 30+ emails weekly, leading to 150% growth in conversions and online promotional email revenue YOY.• Created a 2-year email program roadmap with cross-functional teams.• Optimized email programs through ongoing testing, analysis, and benchmarking, as well as implementation of strategic email enhancements, including personalization.• Supported cross-functional partners in the successful email program implementation for new women’s brand, Calia.

• Supervised team of six, including CRM Planners, Email Analysts, Print Production Supervisor and support staff.• Led the strategic and tactical campaign development, planning and execution of 850+ DICK’S and Golf Galaxy CRM programs per year, including direct mail, email, SMS and receipt messages.• Directed loyalty program strategies and annual marketing plans to retain and grow the customer base, as well as build brand love.• Orchestrated the strategic development and implementation of a successful SMS program with a 55K+ subscriber base for DICK’S and Golf Galaxy.• Maximized $30+ million DICK’S, Golf Galaxy and Field & Stream direct mail and email budgets.

• Oversaw the planning and creative execution of 200+ CRM customer campaigns.• Coordinated the successful launch of customer loyalty programs for DICK’S with cross-functional teams.• Developed annual strategic marketing plans for gift card and credit card programs.• Partnered with CRM Campaign Analysts to develop strong offer recommendations and targeting strategies that ensured programs delivered on set goals.