Get in on the Secret: How Member Research Fueled the New VS Program

March 6, 2024
1:00 PM ET

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About The Event

Founded in 1977, Victoria’s Secret has experienced a significant brand evolution through some of the most transformative decades in history. To understand how to connect with and reflect the values of their customers, they needed to understand them more deeply, including what they want (and expect) out of the brand experience. Join Chelsea Gagle as they speak to the strategic consumer validation research Victoria’s Secret conducted in partnership with Kobie, and how the learnings they discovered influenced their approach to offerings and positioning of the loyalty program prior to piloting in early 2023.

During the research phase, Victoria’s Secret had an existing population of Co-Brand and Private label cardholders who had recently been a part of a card relaunch. VS was focused on protecting the card program under the concept of ‘card is king’ while striving to offer a free loyalty program to consumers who were looking for more out of the brand.

The consumer validation research helped to drive a new program structure include the successful merger of two brands, PINK & Victoria’s Secret, under one loyalty construct, as well as the considerations around credit cardholders becoming members and the ultimate impact on enrollment and engagement.

Marie DeLeo, Director of Strategy at Kobie, will join Chelsea Martin, Loyalty Marketing Director at VS, to discuss how brands can leverage consumer validation research amongst other strategic tools to set the foundation for loyalty success.


Chelsea Martin

Loyalty Marketing Director
Victoria Secret & Co

Chelsea Martin is the Loyalty Marketing Director for Victoria’s Secret & Co. She is responsible for strategic program planning and integration of loyalty into the brand story across all activations including site, stores, and marketing channels.

Chelsea began with the company in 2015 and supported Victoria’s Secret’s loyalty program for 8 years starting with the Victoria’s Secret Credit Card program. She led several program rebranding efforts, including benefit enhancements, creative identity branding and the launch of the co-branded Mastercard in April 2022. Her scope expanded with the launch of the multi-tender loyalty program in June 2023 to drive business performance through key customer behaviors.

Chelsea lives in New Albany, Ohio with her husband and two young boys. In her spare time, she enjoys cooking, watching movies & traveling with her family. She is a shoe enthusiast and is best-known around the office for her shoe style.  

Maria DeLeo

Director of Strategic Consulting

Marie DeLeo is a Director of Strategic Consulting at Kobie, playing a pivotal role in developing innovative loyalty programs for her clients grounded in data-driven insights. Marie has spent her career dedicated to creating consumer-centric marketing and loyalty experiences that not only enhance customer retention but also drive revenue through profitable customer behavior.  

As a leader deeply committed to ingenuity, Marie understands the intricate dynamics of evolving market trends, and has consistently delivered on visionary marketing and loyalty strategies for Kobie clients. With a rich background in the FI industry supporting PLCC & Co-Brand programs, Marie serves as a valuable partner for any brand seeking to drive customer engagement through competitive and creative loyalty solutions. 


Aaron Dauphinee, CLMP™

Chief Marketing Officer
Wise Marketer Group

Aaron leads marketing and business development teams for the Wise Marketer Group (WMG), a customer engagement and loyalty marketing media and education company.  The Wise Marketer is the global source for unbiassed customer loyalty news, research and insight for the $202 BN loyalty industry.  The Loyalty Academy is the only source for marketers to earn the Certified Loyalty Marketing Practitioner™ (CLMP™) designation globally through a proprietary, practitioner-based curriculum.

Aaron is an award winning B2B marketer with nearly 25 years of consumer-centric and data-driven marketing, market research, and loyalty and rewards industry experience.  He is a recognized thought leader for how brands can use data intelligently to deliver value through their marketing efforts.

He is a marketing executive that has led the development and publication of The Loyalty Report for Bond Brand Loyalty; led marketing teams at Rubikloud (CMO) and Aimia; led client services for the small business division of what is now Gartner CEB; and delivered marketing strategy and plans for divisions of Alliance Data and Shell Canada.  Aaron also taught Marketing for 5 years at what is now Toronto Metropolitan University in Toronto, Canada.