VP Customer Strategy & Marketing

  • Full-time
  • Department: Marketing

Company Description

Optimistic - Influences others to be excited about and committed to furthering the company’s objectives. Embraces challenges with a “can-do” mindset that drives effective solutions.​

Results Driven - Maximizes the use of resources to consistently deliver results against sales goals and company objectives. Accepts and uses feedback to improve performance.​

Solution Oriented - Recognizes situations that warrant initiative and moves forward without hesitation to resolve issues, problems, or situations. Develops fresh ideas that provide solutions to operational challenges.​

Collaborative - Builds constructive working relationships across their Team and with cross-functional partners at the Support Center, the Distribution Center, and the Field. Encourages team unity through sharing of information or expertise, working together to solve problems.​

Brand Ambassador- Express rue21 brand messages effectively. Maintain a reliable and consistent brand representation. Bring genuine excitement for brand promotion while building and nurturing relationships for brand success. Navigate challenges with grace and positivity.

Job Description

The VP of Customer Strategy & Marketing has the overarching responsibility for customer acquisition and retention, seasonal and content strategy development, and social media. The ideal candidate is a highly adept strategist who leads with a hands-on approach and possesses a strong consumer mindset coupled with deep expertise in retail, customer segmentation and loyalty, and go-to-market planning and delivery. The combination of your strong business acumen, proficiency in multi-channel marketing, and aptitude for translating data-driven insights into action creates customer value, drives traffic, and delivers revenue and profits to the bottom line.

Key responsibilities:

Customer Acquisition, Retention & Loyalty

  • Develops the strategy and roadmap in support of the rue21 Rewards loyalty program to deepen customer engagement with existing members and to acquire new customers into the brand
  • Defines and links loyalty program KPIs to business outcomes. Continually assesses and measures loyalty program impact and enhances performance over time
  • Optimizes personalized customer lifecycle journeys across different life stages. Leads customer journey mapping, nurturing, and segmentation; partners with Data Analytics team to validate models based on customer lifetime value (CLV), product affinity, etc.
  • Oversees the customer database and manages the health of the customer file, which includes the development of a monthly customer dashboard and an audience-based learning agenda
  • Maximizes the performance of email and SMS channels by employing data-driven decision-making processes that capitalizes on the identification of the target audience, timing, frequency, and messaging
  • Oversees email briefing process to ensure clear and actionable guidance is provided to the Creative team and that customer insights & mindset are embedded into each brief
  • Drives innovation and identifies new channels of opportunity for incremental customer growth
  • Manage relationships with key vendors and service providers related to email, Loyalty and CRM
  • Lead, mentor and develop team members across CRM, Loyalty and Email/SMS; create a collaborative, high-performing structure to engage team

Seasonal and Content Strategy: Go-to-Market Plan and Delivery

  • Leads the strategy development process for the go-to-market plan in support of each retail season, which also includes the architecting of the content strategy
  • Defines and develops the value proposition, brand positioning, and marketing campaigns based upon merchandising and promotional strategies; customer and competitive insights; and seasonal business goals (e.g., sales, gross margin, incremental traffic growth, etc.)
  • Develops content strategy as part of each seasonal go-to-market plan and ensures cohesive brand storytelling across all marketing touchpoints, which includes varied tactics for each channel based upon customer and competitive data-driven insights and channel best practices

Social Media

  • Develops and executes a comprehensive and forward-thinking social media strategy that aligns with and enhances rue21’s brand visibility, drives engagement, and achieves measurable outcomes
  • Identifies emerging trends, platforms, and best practices in the social media landscape
  • Provides strategic direction and partners with the creative team and other key stakeholders on the creation and curation of high-quality, engaging content for various social media channels; monitors content calendars, posting schedules, and ensures timely delivery of planned content releases
  • Implements performance tracking and analytic tools to measure the effectiveness of social media campaigns and strategies; reports regularly on key metrics and data-driven decisions for continuous improvement
  • Build and maintain relationships with influencers, media partners, and industry leaders
  • Manage social media specialist, providing guidance, mentorship, and fostering a collaborative and innovative environment


  • 12-15 years of experience in relevant retail marketing disciplines with progressive career growth (e.g., CRM, Loyalty, In-Store and Digital Marketing, Social Media Management, etc.). 3-5 years in senior marketing leadership position with responsibility for strategy development, execution, and plan delivery
  • Bachelor’s degree in marketing, business or related field required, MBA preferred
  • Ability to effectively present and communicate complex information, new ideas, or reframing of existing approaches with executive-level stakeholders and across the organization; demonstrates the honed skills of an experienced storyteller and savvy marketer
  • Ability to manage multiple company priorities in a fast-paced environment, including the application of rapid test, learn, and scale practices across the fleet of stores and digital channels
  • Highly skilled in the practice of synthesizing multiple pieces of research and analytics into compelling marketing and segmentation strategies and recommendations; creates deeper understanding of customer mindset, buying behaviors, and expectations
  • Strong thought leadership skills coupled with excellent collaborative and influencing traits. Ability to act as a change agent within the organization
  • Proven cross-functional team leader who can interface with all levels including senior management
  • Highly organized and detail oriented. Process mapping and/or process engineering experience a plus
  • Proven ability to lead, mentor and manage a successful team
  • Excellent organizational skills with attention to detail and follow-up


Additional Information

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