GNC VP Customer Experience in Pittsburgh, Pennsylvania

Job Summary

The VP Customer Experience will lead all customer relationship management activities to drive member engagement, retention and loyalty. He/she will leverage our loyalty programs' behavioral data to drive personalization of products, services, content and value into relevant member experiences, and instill a customer centric vision and approach throughout the organization. The position has ownership of the Loyalty P&L, and is responsible for development and management of key initiatives, strategies and projects to achieve plan sales and profit.

Essential Duties and Responsibilities

  • Responsible for loyalty program design, personalization and segmentation to drive customer engagement and LTV.

  • Will continually test, measure, optimize and expand CRM strategies and tactics to maximize incremental sales and profit.

  • Grow customer engagement in the loyalty programs through improvements in the value proposition, benefit design, program clarity, and communication.

  • Review competitive loyalty programs to ensure relevancy and distinctiveness.

  • Develop a CRM roadmap to accelerate CRM best practices. The roadmap will include identifying the technology, tools and resources to drive and scale truly personalized experiences across all customer touchpoints.

  • Leads development of CRM key initiatives and strategies across all core categories (ex. Wellness) and implementation of omni-channel customer first journey (store, app, .com).

  • Responsible for development of customer-led, omni channel sales driving activities to grow sales profitably from new and existing customers.

  • Migrate from transactional, product-focused communications to a blend of meaningful content and value.

  • Keeps abreast on new technology, methods and regulations related to responsibilities.

  • Assumes responsibility for development and management of team that encourages their personal development and continuous learning.

  • Leads change in improvement of culture inside marketing team.

  • Instills new mindset of customer first, data driven, test/read/rinse/repeat.

  • Promotes team on education, training within industry. Sets example by speaking/involvement in industry events, ex DMA.

  • Excellent presentation/interpersonal skills.

  • Accountable for increasing engagement, member satisfaction, driving revenue growth (repeat purchases/stick rate) and CRM marketing KPIs.

Job Specifications

Education: Bachelor's Degree in Marketing or Business

Experience: 10+ Years' Experience in brand management at retail or consumer products company.

  • The physical demands described here are representative of those that must be met by an employee to successfully perform the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

  • While performing the duties of this job, the employee is regularly required to talk or hear and sit. The employee is occasionally required to reach with hands and arms. Specific vision abilities required by this job include close vision.

  • The work environment characteristics described here are representative of those an employee encounters while performing the essential functions of this job. Reasonable accommodations may be made to enable individuals with disabilities to perform the essential functions.

  • The noise level in the work environment is usually moderate.

The above statements are intended to describe the general nature and level of work being performed by people assigned to this job. This job description reflects management's assignment of essential job functions, which are not intended to be an exhaustive list of all responsibilities, duties and skills required.

GNC is an Equal Opportunity/Affirmative Action/Protected Veterans/Disabled Individuals Employer.