Garrett S. Osborne
Loyalty Marketing Manager, Specialty apparel
Columbus, OH · (614) 555 0192 · name@example.com · linkedin.com/in/garrettsosborne
Key Qualifications
EXPERIENCE
Ten years in retail loyalty and customer relationship marketing
INDUSTRIES
Specialty apparel, footwear, mall and outlet retail formats
SPECIALTIES
Tier design, reward economics, member segmentation, win back campaigns
SYSTEMS
Salesforce Marketing Cloud, Snowflake, Tableau, Braze, Shopify
CREDENTIALS
Certified Loyalty Marketing Professional through the Loyalty Academy
EDUCATION
Bachelor of Science in marketing, Ohio University
Results at a Glance
11%
Four quarters
$900k
Using a twenty
22%
Transactions to percent
40
Stores that signed
Executive Summary
Loyalty marketing manager with ten years in specialty retail, running a points program that serves 2.4 million active members across 310 stores. Owns tier strategy, reward economics and the member contact calendar. Known for turning transaction data into offers that lift repeat visits without quietly eroding gross margin.
Signature Achievements
- Redesigned the three tier structure so middle tier members earned a birthday reward, lifting retention in that tier by 11 percent across four quarters.
- Built a lapsed member win back series that recovered 38,000 shoppers in its first year and returned 4.1 million dollars in incremental sales.
- Reduced outstanding points liability by 900,000 dollars using a twenty four month expiration rule and a clear reminder sequence, with no measurable increase in churn.
- Raised enrollment at the register from 22 percent of transactions to 41 percent by rewriting the associate script and adding a same day welcome offer.
- Shifted the member calendar from batch sends to behavioral triggers, which grew email revenue per active member by 27 percent.
- Ran a paid membership pilot in 40 stores that signed 12,000 subscribers and covered program costs within seven months.
Professional Experience
Loyalty Marketing Manager
Trailhead Apparel Group, Columbus, OH 2021 to present
Owns the member program for a 310 store specialty apparel chain with 2.4 million active members.
- Sets tier benefits, earn rates and reward thresholds with the finance team and presents program economics to the leadership group each quarter.
- Maintains a segmentation model that sorts members into eight value bands, each with its own offer depth and contact frequency.
- Manages a 1.8 million dollar annual budget covering reward funding, member events and the loyalty share of the email program.
- Partners with store operations on enrollment targets, coaching materials and a monthly district scorecard.
Customer Relationship Marketing Manager
Meridian Home Outfitters, Columbus, OH 2018 to 2021
Led lifecycle marketing for a regional home goods retailer with 62 locations and a growing online store.
- Built the first welcome, replenishment and lapsed customer journeys, which together carried 19 percent of digital revenue by 2021.
- Replaced a single monthly newsletter with a preference center that let members choose category and frequency, cutting unsubscribes by a third.
- Introduced a customer data platform and cleared 340,000 duplicate records before the first campaign was sent.
Customer Marketing Specialist
Buckeye Sporting Supply, Dayton, OH 2016 to 2018
Supported member communications for a family owned sporting goods retailer with 14 stores.
- Produced weekly member emails and measured open, click and redemption rates against a rolling twelve week baseline.
- Ran quarterly member surveys and summarized the findings for the merchandising team.
- Coordinated in store sign up events during holiday weekends and reported results by location.
Licensure and Certification
Certified Loyalty Marketing Professional, the Loyalty Academy
Member, American Marketing Association, Columbus chapter
Education
Bachelor of Science in marketing, Ohio University, Athens, Ohio, 2016
Core Skills
Loyalty program design · Reward economics · Member segmentation · Lifecycle email · Customer data platforms · Offer testing · Retail analytics · Budget ownership · Vendor management · Executive reporting