Senior Director of Loyalty
SKIMS · Los Angeles, CA · 1 mo ago
On-siteOTHR$180k–$210k/yrFull-time
We need to output HTML fragment with sections: About the role? The posting includes description paragraphs. We need headings: About the role, Responsibilities, Requirements, Qualifications, Skills, Benefits, Pay, Schedule. Only include sections where there is real specific content. We have compensation: $180,000 - $210,000 / year => Pay section. Benefits: listed under Benefits, Culture and Perks. So Benefits section. Schedule: not mentioned. So omit Schedule.
We need About the role: likely the description paragraph before responsibilities. Use that as About the role. Responsibilities: list of key responsibilities bullet points. Requirements: maybe the "Skills, Knowledge and Expertise" section? Actually that is skills. Requirements could be the "Preferred Qualifications"? But we need to follow headings: Responsibilities, Requirements, Qualifications, Skills. The posting has "Key Responsibilities" then bullet list. Then "Skills, Knowledge and Expertise" (skills). Then "Preferred Qualifications". Also "What Success Looks Like" maybe not needed. Also "Department: Digital / eCommerce Location: Los Angeles HQ" maybe metadata.
We need to avoid repeating job title. No Job ID.
We need to include About the role: combine the initial description paragraphs (starting with "SKIMS is a solutions-oriented brand..." up to before "Key Responsibilities").
Responsibilities: list each bullet under Key Responsibilities (the headings: Loyalty Strategy and Program Leadership, Member Growth and Engagement, Loyalty Experience, Benefits, and Innovation, Lifecycle and Campaign Strategy, Measurement, Testing, and Optimization, Cross-Functional Leadership, Team and Program Operations). Those are subheadings but we can treat each as list items? The instruction: Use
- for any list of duties/requirements/benefits. So we can make a
- with each responsibility as
- . Could include the subheading text inside li.
Requirements: maybe the "Preferred Qualifications"? Actually requirements could be the mandatory qualifications: the "Skills, Knowledge and Expertise" list? But that is skills. Let's map: Requirements could be the mandatory experience/education: "10+ years of experience..." etc. Qualifications could be "Preferred Qualifications". Skills could be the bullet list under Skills, Knowledge and Expertise? But that includes both skills and qualifications. However we need to follow instruction: include a section ONLY when posting has real specific content for it. We have content for Skills (the list). We have content for Requirements (maybe the mandatory qualifications). We have content for Qualifications (preferred). We have content for Benefits. We have Pay.
Thus we will create sections: About the role, Responsibilities, Requirements, Qualifications, Skills, Benefits, Pay.
We must not include empty sections.
Now craft HTML.
About the role: combine paragraphs: "SKIMS is a solutions-oriented brand creating the next generation of underwear, loungewear, shapewear, and essentials. We are setting new standards by delivering technically innovative, comfort-driven products with elevated design for everybody. At the intersection of culture, innovation, and commerce, SKIMS is a global brand redefining modern apparel. Our teams are built on creativity, collaboration, and operational excellence, and we are committed to fostering an inclusive, high-performance environment where ambitious, curious, and values-driven individuals can do the best work of their careers. As we continue to scale globally, our HQ teams play a critical role in shaping strategy, building world-class infrastructure, and driving sustainable growth across markets. SKIMS is seeking a strategic and highly experienced Sr. Director, Loyalty to lead the strategy, evolution, and growth of the SKIMS loyalty program. This leader will define how loyalty strengthens the customer relationship, increases long-term customer value, and creates differentiated experiences for SKIMS members. The Sr. Director will own the loyalty program strategy end to end, including member acquisition, engagement, retention, benefits, experiences, campaign planning, experimentation, and performance management. They will ensure the program delivers meaningful value to customers while supporting SKIMS’ broader growth, brand, and customer objectives. The ideal candidate is a customer-obsessed loyalty leader who combines strategic thinking, commercial judgment, lifecycle marketing expertise, analytical rigor, and strong cross-functional leadership. They will translate customer behavior and program performance into clear priorities, compelling experiences, and measurable business outcomes. This role will sit within the Data, Insights, and Loyalty organization and partner closely with leaders across Digital, Retail, Marketing, Brand, Creative, Digital Product, Customer Experience, Merchandising, Finance, Technology, and Data and Analytics."
That's About the role.
Responsibilities: list each bullet under Key Responsibilities. We'll extract each bullet's content (starting after each heading). Let's list:
- 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.
Now Requirements: likely the mandatory qualifications: "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."
We'll put that as Requirements list items? Could be prose
but it's a list. We'll use
- each sentence. Qualifications: Preferred Qualifications list: "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." Skills: Actually the Skills, Knowledge and Expertise section is similar to Requirements; but we already used that as Requirements. However we need a Skills section; maybe we can treat the bullet list under Skills, Knowledge and Expertise as Skills. But we already used that content for Requirements. To avoid duplication, we could split: Requirements = mandatory experience/education; Skills = the bullet list of skills (like analytical orientation, commercial judgment, etc). But the bullet list includes many skill-like items. However the instruction: "Skills, Knowledge and Expertise" heading is present; we should map that to Skills section. The "Requirements" maybe we could use the "Preferred Qualifications"? Actually typical job postings: Requirements = mandatory qualifications; Qualifications = preferred; Skills = skills list. But we have both mandatory and preferred. We'll assign: - Requirements: the mandatory experience/education list (the first big paragraph under Skills, Knowledge and Expertise? Actually that section includes both experience and skills. But we can split: Requirements = the experience/education bullets (10+ years, 4+ years, demonstrated experience, deep understanding, experience managing..., strong analytical..., experience building..., strong commercial..., proven ability..., exceptional communication..., strong technical..., Bachelor’s degree...). That seems like requirements. - Skills: maybe the bullet list under "Skills, Knowledge and Expertise" after the experience? Actually the section includes all those bullet points; but we can treat them as Skills. However we need to avoid duplication. Let's decide: Requirements = the experience/education items (the ones with years of experience, degree). Skills = the rest (analytical orientation, commercial
- . Could include the subheading text inside li.
Requirements: maybe the "Preferred Qualifications"? Actually requirements could be the mandatory qualifications: the "Skills, Knowledge and Expertise" list? But that is skills. Let's map: Requirements could be the mandatory experience/education: "10+ years of experience..." etc. Qualifications could be "Preferred Qualifications". Skills could be the bullet list under Skills, Knowledge and Expertise? But that includes both skills and qualifications. However we need to follow instruction: include a section ONLY when posting has real specific content for it. We have content for Skills (the list). We have content for Requirements (maybe the mandatory qualifications). We have content for Qualifications (preferred). We have content for Benefits. We have Pay.
Thus we will create sections: About the role, Responsibilities, Requirements, Qualifications, Skills, Benefits, Pay.
We must not include empty sections.
Now craft HTML.
About the role: combine paragraphs: "SKIMS is a solutions-oriented brand creating the next generation of underwear, loungewear, shapewear, and essentials. We are setting new standards by delivering technically innovative, comfort-driven products with elevated design for everybody. At the intersection of culture, innovation, and commerce, SKIMS is a global brand redefining modern apparel. Our teams are built on creativity, collaboration, and operational excellence, and we are committed to fostering an inclusive, high-performance environment where ambitious, curious, and values-driven individuals can do the best work of their careers. As we continue to scale globally, our HQ teams play a critical role in shaping strategy, building world-class infrastructure, and driving sustainable growth across markets. SKIMS is seeking a strategic and highly experienced Sr. Director, Loyalty to lead the strategy, evolution, and growth of the SKIMS loyalty program. This leader will define how loyalty strengthens the customer relationship, increases long-term customer value, and creates differentiated experiences for SKIMS members. The Sr. Director will own the loyalty program strategy end to end, including member acquisition, engagement, retention, benefits, experiences, campaign planning, experimentation, and performance management. They will ensure the program delivers meaningful value to customers while supporting SKIMS’ broader growth, brand, and customer objectives. The ideal candidate is a customer-obsessed loyalty leader who combines strategic thinking, commercial judgment, lifecycle marketing expertise, analytical rigor, and strong cross-functional leadership. They will translate customer behavior and program performance into clear priorities, compelling experiences, and measurable business outcomes. This role will sit within the Data, Insights, and Loyalty organization and partner closely with leaders across Digital, Retail, Marketing, Brand, Creative, Digital Product, Customer Experience, Merchandising, Finance, Technology, and Data and Analytics."
That's About the role.
Responsibilities: list each bullet under Key Responsibilities. We'll extract each bullet's content (starting after each heading). Let's list:
- 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.
Now Requirements: likely the mandatory qualifications: "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."
We'll put that as Requirements list items? Could be prose