PROFILE

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.

To learn more, visit: lsgmarketingsolutions.com

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  • Posted on: 04/24/2019

    Kohl’s goes all-in on Amazon returns

    One of the common themes among retail experts these days is the lack of innovation and retailers need to evolve and try something new. That's what Kohl's did. Kudos to Kohl's for taking a risk, putting a pilot in market to test and acting upon the results.
  • Posted on: 04/16/2019

    Why is Five Below a step above?

    Five Below was smart in selecting an underserved customer target (teens and tweens) and created a shopping experience for them. From the price points to the merchandises assortment, they have been focused on their customer and it shows. In addition, they have been smart with their real estate -- very often in shopping centers with other off-price brands.
  • Posted on: 04/10/2019

    Will retailers see more rewards from multi-banner loyalty programs?

    This is a win for the consumer and for the retailers. As consumers move through their lifecycle, there will be a reason to stay within the program if they can "earn and burn" at multiple banners. Using Foot Locker as an example - this program can help with customer retention among all members of a household. Think adults (Foot Locker) and parents and kids (Kids Foot Locker) and teenagers (Champs/Eastbay). For the retailer, there are also MAJOR economies of scale in creating one technical platform and branding campaign as opposed to multiple.
  • Posted on: 04/03/2019

    Can subscription retail solve its retention problem?

    For subscriptions, the more personalized they can be, the more engaged the customer will be. From delivery cadence to the products inside, if a customer feels they are steering the ship, I believe they will be more likely to find value in the program and continue their membership.
  • Posted on: 03/27/2019

    Wayfair takes a bigger step into brick and mortar retailing

    I think an interesting angle would be to make these stores BOPIS test labs as well as traditional stores. Meaning: I pick it out online, test it in the store and then if I like it, I either take it home or it gets delivered. From a customer experience standpoint, it could really help alleviate some of the stress that goes into buying furniture or large items online -- the customer would not have to handle the return process and eliminate some of the damaged products in the process. At that point, Wayfair might be able to sell it to someone else in that store. Might be a logistical challenge, but would be an interesting angle to take.
  • Posted on: 03/26/2019

    Who will win the Sephora vs. Ulta beauty competition?

    Beauty is a category that seems to be on fire and doesn't show signs of slowing down. Both retailers have done a great job of investing in technology and innovation, as well as being customer-centric. Sephora caters to a less-price sensitive customer and is best-in-class when it comes to omnichannel loyalty programs. Ulta has done a good job in leveraging less than premium real estate and nabbing some high profile exclusive partnerships to drive traffic. Both brands need to stay on their toes and bring their A game -- Glossier is coming for them.
  • Posted on: 03/19/2019

    Anthropologie hopes to earn an A+ with new plus-size clothing options

    I think the retailers who are making a true effort to appeal to the plus-size consumer will succeed. Brands and retailers need to do their research and either create different styles, alter cuts, etc. Simply taking popular styles and making them bigger won't benefit anyone if the clothes don't make the plus-size consumers look good! Anthropologie's foray into this business feels a little like a PR play -- 10 stores out of 225 is not a roll out, but a test.
  • Posted on: 03/07/2019

    Amazon puts a pin in its pop-ups to focus on permanent stores

    I think Amazon is committed to a brick-and-mortar strategy, based on the continued rollout of the Amazon Go concept, the acquisition of Whole Foods and the rumors they are looking to acquire smaller regional grocers to create a new chain. I believe the pop-ups were a brand play, with the goal of educating the consumer about their smart devices. Now adoption of these devices is significantly higher than when they launched, so this method isn't as effective. I think this gives other brick-and-mortar retailers (ie., Best Buy) a real opportunity to capture those customers who want to touch and feel these products before buying.
  • Posted on: 02/21/2019

    Is long lastin’ the new fast-fashion?

    I wouldn't make any major assumptions on a whole retail category over one survey. There is a strong subset that values quantity over quality and want to buy a "Kardashian" knock off a few hours after they saw it on Instagram. But I believe that fast fashion might have hit its peak. I think there is a growing trend towards "less is more" - experiences over things, eliminating waste, even finding items that "spark joy" a la Marie Kondo and getting rid of the rest.
  • Posted on: 02/19/2019

    Where did Payless go wrong?

    I think what did Payless in was that their model was no longer unique. Self service footwear at low prices - you can now get that at Walmart, Target or any off-price retailer. Their target customer no longer needed to make a separate trip for shoes -- they could find what they were looking for elsewhere. At that point, they made no attempt to differentiate and provide the customer any value.
  • Posted on: 02/12/2019

    Barneys to become first major retailer to open legal weed shop

    I am for being relevant and localizing your assortment to meet the needs of the local consumer. Cannabis is moving more and more into the mainstream and I expect it to be as readily available as alcohol in the future.. I think it's an interesting concept -- there is definitely a higher-end cannabis customer segment that might feel more comfortable in a luxury retailer than a traditional head shop. I applaud them for trying something innovative.
  • Posted on: 01/29/2019

    New Foot Locker concept is powered by local culture

    Love this concept! One way in which traditional retailers can win is to really differentiate and resonate with the local audience. To do this well, the 12 Power Stores need to have subtle differences that feel authentic. There is so much talk about personalization in the retail experience. What is more personal than your local neighborhood and culture?
  • Posted on: 01/24/2019

    Which retailers deliver the best customer service?

    Customer service is about meeting and exceeding the customers' expectations. One of the best way for retailers to do this is by empowering their associates in their interactions with customers. One of my favorite books is QBQ: The Question Behind the Question. Retailers who challenge their associates to ask, "how can I make this situation better?" will always win the customer service game. Retailers who insist associates follow a strict playbook of rules and regulations will have challenges.
  • Posted on: 01/23/2019

    Lowe’s kicks off NFL deal in the biggest game of all

    I agree with so many of the other posters that Lowe's doesn't have an awareness problem, but a "reason to shop there" problem. Large sponsorships are rarely a game changer for retailers and brands (I've managed quite a few and have also exited some as well). It's great to put your name out there, but the most important thing is how they activate it. I'm not sure that slapping their name on an interactive Super Bowl experience (which is primarily attended by corporate partners) will really do anything.
  • Posted on: 01/22/2019

    Will Amazon succeed with brand sampling rooted in machine learning?

    This could be a big "win-win-win" for all involved. Amazon has so much data and can provide samples in a very targeted way, as opposed to the brick-and-mortar model of anyone who walks by. However, to make it a real "win" for the CPGs, Amazon must be willing to share some of the data to help understand the ROI.

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