Senior Director of Loyalty

Key Responsibilities

Loyalty Strategy and Program Leadership

• Develop and lead the enterprise-wide strategy for SKIMS loyalty, establishing the program vision, objectives, customer value proposition, and multi-year roadmap.
• Define how loyalty supports SKIMS’ broader customer, brand, digital, retail, and growth strategies across the full customer journey.
• Continuously evolve the program structure, benefits, experiences, and engagement model based on customer needs, business priorities, and program performance.
• Establish clear priorities and decision frameworks for balancing customer value, brand differentiation, engagement, and financial return.
• Identify new loyalty capabilities and opportunities across channels, markets, customer segments, and stages of the customer lifecycle.
  
  

Member Growth and Engagement

• Own strategies to grow loyalty enrollment, activation, engagement, retention, and share of customer spend.
• Develop differentiated strategies for new members, highly engaged members, at-risk members, lapsed members, and other priority customer cohorts.
• Partner with Digital, Retail, Marketing, and Customer Experience teams to embed loyalty acquisition and engagement into key customer touchpoints.
• Develop programs that encourage deeper relationships with SKIMS, including increased purchase frequency, cross-category adoption, channel engagement, and advocacy.
• Identify barriers to membership and engagement and lead cross-functional efforts to improve the end-to-end member experience.
  
  

Loyalty Experience, Benefits, and Innovation

• Own the strategy and roadmap for loyalty benefits, rewards, access, recognition, services, and member-only experiences.
• Ensure loyalty experiences are differentiated, compelling, operationally scalable, and aligned with the SKIMS brand.
• Partner with Digital Product and Technology to enhance loyalty functionality across web, app, account, checkout, and other digital experiences.
• Partner with Retail and Customer Experience teams to create a connected loyalty experience across digital and physical channels.
• Evaluate emerging loyalty models, technologies, partnerships, and customer expectations to identify opportunities for innovation.
  
  

Lifecycle and Campaign Strategy

• Own the loyalty engagement calendar in partnership with Brand, Commercial, Creative, Digital Marketing, and CRM/Lifecycle teams.
• Define member communication strategies that support acquisition, onboarding, engagement, retention, reactivation, and key commercial moments.
• Ensure loyalty campaigns and experiences are appropriately segmented, personalized, and coordinated across channels.
• Partner with cross-functional teams to develop member-first activations around launches, promotions, retail openings, cultural moments, and other strategic initiatives.
• Create clear briefs and operating processes that enable teams to execute loyalty initiatives consistently and effectively.
  
  

Measurement, Testing, and Optimization

• Define the loyalty measurement framework and key performance indicators across enrollment, engagement, retention, purchase behavior, customer value, and program economics.
• Establish regular reporting and operating rhythms that provide senior leaders with a clear view of program performance, opportunities, and risks.
• Partner with Data and Analytics to understand member behavior, cohort performance, incrementality, and the financial impact of loyalty initiatives.
• Build a robust experimentation roadmap across benefits, messaging, segmentation, personalization, offers, features, and experiences.
• Translate test results and performance insights into clear recommendations, prioritization decisions, and program changes.
• Use customer research, behavioral data, and direct member feedback to continuously improve the program.
  
  

Cross-Functional Leadership

• Serve as the senior business owner and internal advocate for loyalty across SKIMS.
• Partner with senior leaders to align loyalty priorities with broader company objectives and ensure initiatives have clear ownership, resourcing, and success measures.
• Lead complex cross-functional initiatives spanning Marketing, Digital Product, Technology, Retail, Customer Experience, Creative, Finance, and Data and Analytics.
• Influence decisions without relying solely on formal authority and build strong relationships across teams with different goals and operating models.
• Present loyalty strategy, performance, customer insights, and recommendations to executive audiences in a clear and compelling manner.
  
  

Team and Program Operations

• Build, lead, and develop a high-performing loyalty team with clear roles, priorities, and accountability.
• Establish scalable processes for roadmap management, campaign planning, testing, performance reviews, documentation, and cross-functional execution.
• Manage loyalty technology, agency, and other external partners as needed, ensuring strong performance and clear business value.
• Partner with Finance and other stakeholders to manage program budgets and evaluate the economics of loyalty investments.
• Ensure loyalty initiatives operate in accordance with applicable privacy, consent, data-governance, and customer-communication requirements.
  
  

Skills, Knowledge and Expertise

• 10+ years of experience in loyalty, CRM, lifecycle marketing, customer engagement, retention, or a related field within a consumer-facing business.
• 4+ years of experience leading teams, major cross-functional programs, or enterprise-level loyalty initiatives.
• Demonstrated experience owning and evolving a scaled loyalty or membership program with measurable impact on customer engagement and business performance.
• Deep understanding of loyalty strategy, customer lifecycle management, segmentation, personalization, retention, and member economics.
• Experience managing complex multi-channel customer programs across large-scale customer databases.
• Strong analytical orientation and demonstrated ability to use customer data, experimentation, cohort analysis, and performance measurement to guide strategy.
• Experience building testing roadmaps across program benefits, offers, messaging, segmentation, personalization, and digital experiences.
• Strong commercial judgment with the ability to balance customer value, brand experience, operational complexity, and financial return.
• Proven ability to influence senior executives and cross-functional stakeholders and lead through ambiguity in a fast-moving environment.
• Exceptional communication, storytelling, presentation, and organizational skills.
• Strong technical acumen and the ability to partner effectively with Product, Engineering, CRM, and Data teams on integrations, workflows, instrumentation, and reporting.
• Bachelor’s degree in marketing, business, economics, analytics, or a related field; advanced degree preferred.
  
  

Preferred Qualifications

• Experience within apparel, fashion, beauty, retail, consumer products, or another culturally relevant consumer brand.
• Experience leading loyalty across both ecommerce and physical retail channels, including web and app experiences.
• Experience with tiered loyalty programs, experiential benefits, early access, member recognition, and non-discount loyalty mechanics.
• Experience partnering with analytics teams to evaluate loyalty incrementality, customer lifetime value, retention, and program economics.
• Familiarity with loyalty-platform, experimentation, and personalization technologies.
  
  

What Success Looks Like

• SKIMS has a clear, differentiated loyalty strategy that strengthens the customer relationship and supports long-term brand growth.
• Loyalty membership grows while member activation, engagement, retention, and customer value improve over time.
• Members receive meaningful benefits and experiences that feel distinctly SKIMS and extend beyond transactional discounting.
• Loyalty is embedded across digital, retail, marketing, product, and customer-experience planning rather than operating as a standalone program.
• Program investments and major initiatives are measured through clear customer and financial outcomes, supported by a disciplined testing and optimization roadmap.
• Senior leaders have a consistent understanding of loyalty performance, opportunities, tradeoffs, and priorities.
• The loyalty organization operates with strong cross-functional partnerships, scalable processes, and clear accountability.
  
  

Benefits, Culture and Perks

• Up to 100% Company Paid Healthcare (medical, dental, vision) 
• Kind Body Fertility Benefits   
• 401(k) savings plan with up to 4% match 
• Unlimited PTO  
• Full Access to LinkedIn learning 
• Employee Discounts  

• Free weekly catered lunch at HQ – M/T/W/Th
• Dog-Friendly office on a Thursday and Friday
• Free Swag Giveaways  
• Annual Holiday Party 
• Annual Summer Party  
• Invitations to pop-ups and other company events  
• Complimentary daily office snacks and beverages