Lauren Goldberg

Principal, LSG Marketing Solutions

Lauren Goldberg has over 15 years’ experience developing customer-centric marketing programs that drive omni-channel sales for regional and national retailers. She has proven success in leading complex corporate initiatives, which have significantly improved companies’ financial performance. Her strong marketing foundation and leadership skills allow her to quickly build cross-functional coalitions to drive results. Lauren brings 3 strengths to each opportunity: an unwavering focus on customer needs, strategic vision to understand enterprise-level impacts and a demonstrated ability to optimize marketing spend to generate the largest return on investment.

Most recently, Lauren served as a Sr. Director, Marketing for Office Depot, a Fortune 500 retailer. Key accomplishments included leading the reinvention of Office Depot’s national loyalty program, which significantly improved customer satisfaction scores and doubled participation rates. In addition, Lauren was selected to lead the strategy and development of 3-year customer retention program that supported the critical priority of retail portfolio optimization. Customer retention rates significantly exceeded historical expectations and was a key factor in 2 consecutive quarters of positive retail comp sales for the first time since 2006.

Known for connecting the dots between corporate initiatives and grassroots activation, Lauren has successfully increased retail sales on a local level for a variety of retailers. Lauren has held marketing positions at RaceTrac Petroleum, Fruit of the Loom and The Sports Authority. In her past roles, she has activated sales-driving partnerships with leading consumer goods brands, such as HP, Coca-Cola and Nike, as well as sports and entertainment properties, including professional athletes & sports teams, amateur sports leagues and theme parks.

Lauren has also engaged her leadership skills to influence positive corporate culture. As a founding member of the Office Depot Women’s Leadership Circle, Lauren had a leading role in developing exclusive programming for high-potential women leaders within the organization. In addition, Lauren has a passion for people and participated as a career mentor in a formal leadership development program.

Lauren earned her BS from the University of Florida. She has also completed executive level leadership training from Florida Atlantic University in Boca Raton.

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  • Posted on: 02/15/2021

    Is the toy category’s pandemic sales boon coming to an end?

    As we move into the next phase of this pandemic, I would expect toy sales to decline, but not at the same rate they accelerated. No one knows for sure what the "new normal" will be, but we can anticipate more family activities throughout the summer that would compete for the share of wallet that was spent in 2020 on toys.
  • Posted on: 01/20/2021

    NRF 2021: Are retailers stronger having made it this far into the pandemic?

    The retailers who will be stronger going forward are the ones who focused on rapidly evolving customer needs during the pandemic and then were nimble enough to execute. In the past, so many retailers had great ideas or initiatives that would get lost in "analysis paralysis" and a bureaucratic corporate structure. The stronger retailers focused, accelerated and got it done. I envision a slight slowdown on innovation, as retailers now have time to take a step back and look at the profitability of their initiatives.
  • Posted on: 01/18/2021

    What is Marc Lore’s legacy at Walmart?

    Mark Lore's greatest impact seems to be on entrepreneurial culture. Walmart would not have been able to meet the moment of COVID-19 without having the culture in place to quickly react and optimize current infrastructure. Walmart is a legit competitor to Amazon and would not be where they are today without taking the digital risks that Lore led.
  • Posted on: 11/24/2020

    Target CEO points to one-stop shopping as key to chain’s success

    One stop shopping is surely helping Target, but that's not the only reason they are excelling right now. They have created a great shopping experience, from the private brand merchandise, to the renovated store layouts, to the fulfillment options. If they keep innovating and focusing on customer experience, I believe their success will continue long after this pandemic.
  • Posted on: 10/28/2020

    How can shop local be better incentivized?

    Local retailers have to remain visible and remind customers of the role that they play in the community. By implementing strategies that are safe and appealing during this time (curbside pick up, FaceTime personal shopping, outdoor pop-ups), they can help drive sales. I love the idea of the social media sharing contest above. I'd give bonus points for pictures that promote mask wearing!
  • Posted on: 10/26/2020

    What’s the best recipe for holiday ad messaging during a pandemic?

    Holidays have always been a time for joy and that shouldn't change during this difficult time. However, it's important for marketing be authentic to resonate with customers. We're going to be post-election and there will be a real need for kindness, togetherness and peace. I'd like to see themes of simple pleasures, family (regardless of in person or virtual), empathy and hopefulness. It would be wise for any retailers to ensure that the visuals in their ads with respect to COVID (masks, social distance, small gatherings, etc).
  • Posted on: 08/31/2020

    Why does Amazon want a fitness tracker?

    This is all a data play and it's brilliant. They already know what you buy, what you watch, what you read, what you listen to, and now they'll know your biometric data. The personalized shopping options are endless -- promoting healthy food, smaller sized clothes, new sneakers, etc.
  • Posted on: 08/12/2020

    Should marketers keep masks out of commercials?

    I don't think there's a "one size fits all" answer. It depends on the product and setting. But above all, it needs to be authentic and relevant. I agree with Southwest that you wouldn't see people wearing masks hiking or on the beach with people in their household. On an airplane, shopping in a store, being at a busy place are all different situations. If a retailer is going to create a new ad showing an in-store environment, I believe they should be good corporate citizens and show people in masks.
  • Posted on: 08/10/2020

    Will Amazon install distribution hubs in malls across America?

    I think this is a win for Simon - a tenant in solid financial health who could lease obscene amounts of open space. It would also be smart of Amazon - centrally located warehouse space to maximize delivery efficiency. For the rest of retail, this could be a major concern. Would Amazon have influence on other leasing decisions in the malls? Would they be able to insert co-occupancy clauses to lock certain retailers out of properties?
  • Posted on: 08/03/2020

    Is the future of malls outside?

    I do think outdoor shopping areas are the future because they are more convenient for services like BOPIS and offer more entertainment options, like concerts and festivals. It’s going to be challenging to retrofit existing malls into outdoor pop-ups. Because of weather concerns, logistical issues and issues with space for merchandise, these pop-ups can be a short term solution to traditional malls current woes, but I don’t see them as a permanent solution.
  • Posted on: 07/15/2020

    Are subscriptions a winning strategy to get through the pandemic?

    Subscription services are doing well, but they're not a silver bullet for any CPG or retailer. The items in the box need to meet customer needs in this moment. Meal prep kits, kids activity kits or craft cocktails make sense because people are eating, playing and staying home. Jewelry and fashion curation for rent or purchase probably doesn't make as much sense because we're not going anywhere.
  • Posted on: 07/08/2020

    What roles will store displays play in retail’s new normal?

    Displays should provide solutions to consumers, be it a new face mask fixture/display I saw in my local Target this week, ways to clean your home or activities for kids to do at home. From what I've seen, consumers do not want to spend extra time in a store, so displays are even more important for retailers to get impulse and incremental purchases from the consumers who are walking in the door.
  • Posted on: 07/06/2020

    Will Wegmans need a post-pandemic makeover?

    Wegmans is known for providing a great customer experience--now they just need to determine how to modify that for what consumers want in our new environment. I think this holds true for many retailers that were known for providing an experience, not just selling products. I like the idea of going deeper on meal kits--I've seen grocery stores in my area selling kits and positioning them as activities for kids or families to do together. If Wegmans listens to their data and customers, I'm sure they will figure it out.
  • Posted on: 07/01/2020

    Anti-mask shoppers find themselves publicly shamed

    It is terrible that our front line retail workers have become the enforcers of this public health policy. If shaming people will discourage the bad behavior, then I'm all for it. The employees are just doing their job and enforcing company/local policy -- it's terrible to take it out on them. I get it. Masks are not fun, are not comfortable and no one WANTS to wear one. Best case scenario - you are at a reduced risk from catching or spreading a disease. Worst case scenario - you had to wear a piece of fabric on your face while grocery shopping. If it's that hard, people do have the right not to go into public stores. So many retailers are doing a fabulous job with curbside pickup and delivery.
  • Posted on: 06/09/2020

    Loyalty marketing is at a crossroads

    This is a great point. I've done considerable research on loyalty programs and one thing that rises to the top is simplicity. You shouldn't need a PhD to understand what the value proposition is!

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