Senior Director of Loyalty

About the role

Senior Director of Loyalty Department: Digital / eCommerce Employment Type: Full Time Location: Los Angeles HQ Compensation: $180,000 - $210,000 / year Description 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. Key Responsibilities 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. 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. 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. 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. 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. 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. 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. 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. 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 Benefits and Culture 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   Perks (HQ Location) 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