About this role
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. 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.