The Paper Store

Director, Consumer Insights – Loyalty

The Paper Store

full-time

Posted on:

Location Type: Office

Location: Acton • Massachusetts • United States

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Salary

💰 $150,000 - $185,000 per year

Job Level

Lead

About the role

  • Be a TPS brand ambassador
  • Develop and own a robust customer segmentation framework based on behavioral, transactional, lifecycle, and value-based signals
  • Define actionable audiences to support acquisition, retention, reactivation, and omnichannel engagement strategies
  • Continuously refine segments based on evolving customer behavior, business priorities, and performance insights
  • Partner with marketing, media, and CRM teams to ensure segmentation informs targeting, personalization, and messaging
  • Own the CDP dashboard and reporting
  • Ensure data integrity, identity resolution, and unified customer views across channels and touchpoints
  • Act as the primary business owner for CDP capabilities, use cases, and third-party integrations
  • Translate business needs into CDP requirements and ensure adoption across teams
  • Lead analysis of promotional performance and customer response to offers, discounts, and incentives
  • Evaluate short- and long-term impact of promotions on customer value, margin, and behavior
  • Identify patterns in purchase frequency, cadence, churn, reactivation, and channel preference
  • Develop insights that balance growth objectives with profitability and customer experience
  • Own direct mail audience strategy, and measurement approach
  • Manage relationships with third-party direct mail partners, printers, and data vendors
  • Oversee targeting, testing, personalization, and attribution for direct mail campaigns
  • Ensure direct mail is integrated into broader omnichannel customer journeys
  • Own reporting
  • Build clear, executive-ready reporting on customer trends, segment performance, and behavioral insights
  • Establish standardized dashboards and KPIs for customer health, value, and engagement
  • Translate complex data into clear narratives and recommendations for senior leadership
  • Act as the voice of the customer across the organization
  • Partner closely with Marketing, Ecommerce, Retail, Merchandising, Finance, and Technology teams
  • Influence strategy through insights, not just reporting—serving as a trusted advisor to leadership
  • Guide testing and experimentation frameworks tied to customer behavior and segmentation
  • Mentor and develop analysts or insights team members (if applicable)
  • Oversee loyalty strategy as one lever within a broader customer engagement ecosystem
  • Ensure loyalty mechanics are informed by customer insights, segments, and behavioral data
  • Measure loyalty performance with a focus on incremental value and long-term customer impact

Requirements

  • 6–12+ years of experience in consumer insights, analytics, CRM, or customer strategy roles
  • Direct mail experience
  • Strong expertise in customer segmentation, behavioral analysis, and data-driven marketing
  • Hands-on experience owning or partnering closely with a CDP
  • Experience managing direct mail programs and external vendors
  • Proven ability to analyze promotions, incentives, and pricing impact on customer behavior
  • Strong storytelling and executive communication skills
  • Experience in retail, ecommerce, or omnichannel environments preferred
Applicant Tracking System Keywords

Tip: use these terms in your resume and cover letter to boost ATS matches.

Hard Skills & Tools
customer segmentationbehavioral analysisdata-driven marketingCDP ownershipdirect mail managementpromotional analysisloyalty strategytesting frameworksdata integrityidentity resolution
Soft Skills
storytellingexecutive communicationinfluencing strategymentoringcollaborationanalytical thinkingproblem-solvingleadershipcustomer advocacynarrative development