Director, Consumer Insights & Loyalty

THE PAPER STORE•Acton, MA

About The Position

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. 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.

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

Nice To Haves

Experience in retail, ecommerce, or omnichannel environments preferred

Responsibilities

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