What are the responsibilities and job description for the Director, Consumer Insights & Loyalty position at THE PAPER STORE?
About TPS Group Holdings
TPS Group Holdings, a family of brands including The Paper Store, Uncharted and Gifts & More, is all about transforming daily routines into joyful escapes that inspire and surprise. Our mission is to connect with every customer through carefully chosen products, immersive shopping experiences, and service that goes the extra mile—creating a space that sparks joy with every visit.
Role Summary
The Director of Consumer Insights & Loyalty is responsible for understanding our customers and translating insights into actionable audience strategies that drive acquisition, retention, and lifetime value. This role owns consumer segmentation, customer data strategy, and analytical frameworks that inform marketing, merchandising, and promotional decisions.
This leader will serve as a strategic thought partner across marketing, commerce, and retail, ensuring customer insights are embedded into planning, execution, and measurement. While loyalty programs fall within the scope of this role, the primary focus is on customer intelligence, behavior analysis, and data-driven decision-making.
What you'll do
- Be a TPS brand ambassador
- Consumer Segmentation & Audience Strategy
- 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
- Customer Data Platform (CDP) Ownership
- 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
- Promotion & Customer Behavior Analysis
- 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
- Direct Mail Strategy & Operations
- 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
- Insights, Reporting & Storytelling
- 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
- Cross-Functional Leadership
- 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)
- Loyalty
- 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
Who you are
- 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
TPS Group Holdings is an equal-opportunity employer and considers all qualified applicants for employment without regard to race, color, national origin, religion, sex, disability, age, veteran status, or any other classification protected by state, local or federal law.
This range reflects what the company reasonably expects to pay for this position at this location at the time of this posting.
Salary : $150,000 - $185,000