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: 06/17/2019

    How well did Target handle its no good, very bad weekend?

    Considering they were able to bounce back from a massive data breach, I think they will be just fine. As I saw this unfolding on social media, I kept thinking about contingency plans and how to be prepared when technology inevitably fails. Seems like the front line employees did a good job in mitigating a poor customer experience, but what can retail tech vendors and teams do to put backup plans in place?
  • Posted on: 06/13/2019

    Can GameStop reboot itself?

    Comparisons are completely justified. Besides shifting customer behavior and trends, they are significantly over-stored. There are at least 4 GameStops within a 5 mile radius of my house in suburban South Florida. Most are in strip malls that aren't extremely high traffic. I'm assuming the original thinking was that the stores would be "hangouts" for game-loving teens. But with technology, kids no longer need to be in the same place to play games.
  • Posted on: 06/05/2019

    Are Wegmans, Giant Eagle and Tops wise to drop in-store childcare?

    Closing these centers makes sense, both from a financial standpoint and a customer experience point of view. Customers are looking for more convenient options and clearly are choosing in-store pick up over in-store childcare. As a mother of two small children (ages 5 and 1), I would be VERY hesitant to leave my children in a playplace where I was not familiar with the staff. We are constantly bombarded (thank you social media) with horror stories of shootings, injuries and child abuse. However, I LOVE retailers that have made efforts to be kid-friendly, from child size grocery carts to free snacks and games. I enjoy taking my 5 year old to the grocery store as a learning experience and definitely spend more money when he is tagging along.
  • Posted on: 06/05/2019

    Walmart’s checkout pilot puts shoppers in the fast lane

    I love the concept, but the execution will be key. As customers learn and navigate this behavior, having knowledgeable staff on hand is a must. I'm talking 1:1 staff to checkout lane as customers try this out and get familiar with the process. People will be attracted to the "fast" option, but if it takes more time due to user error, faulty machines or tech-phobia issues, it won't be faster at all and will end up being a horrible experience.
  • Posted on: 05/30/2019

    Abercrombie & Fitch CEO says ‘stores matter’ – particularly the smaller ones

    A&F is due for a reboot and I'm glad they are taking a methodical, data-driven approach. Also, I'm glad they are changing the in-store vibe - I always said it felt like a frat party in there, between the lighting, music and overwhelming smell of cologne. As far as closing the flagships, I hope they have another brand-building initiative up their sleeves. Flagships are a major brand statement and shouldn't be subject to the same ROI as a traditional store in a suburban mall. I read that the flagships accounted for 1 percent of their sales, but closing them will save ~$45 million. If they can take a good percentage of that money and put it towards building a "cool" brand again, it should compliment their customer-centric efforts.
  • Posted on: 05/23/2019

    Can a startup undercut Rent the Runway in the clothing rental space?

    I think there is definitely opportunity in this market, especially at a lower price point. In order to sustain and succeed, I believe all of these new players will have to excel at merchandise selection, product quality and more importantly, customer experience and usability.
  • Posted on: 05/16/2019

    Why does loyalty program ROI remain so murky?

    I agree 100 percent! True customer loyalty is derived from the total customer experience, not just discounts and freebies packaged in a "loyalty program."
  • Posted on: 05/16/2019

    Why does loyalty program ROI remain so murky?

    The keys to a good loyalty program are that it is relevant to the customer and it is simple to understand. There are so many programs out there that are so complicated you need an advanced degree to navigate! And not just for the customer, but for the associates. If they can't concisely describe the program, there is no chance that it will do anything for the business. When done right, a loyalty program can do wonders for the brand and business. As someone who has run a national retail loyalty program, the majority of the stats mentioned in this article are spot on. One I would add would be that loyalty members tend to shop multi-channel and across categories (compared to non-loyalty customers). The metrics we determined were the most impactful were sales/member (either through increased baskets or visits), retention, participation (also known as usage) and acquisition. There is no doubt that loyalty programs are a significant investment and that some people believe that you are simply giving discounts to customers that would have shopped you anyway. From looking at the data every which way, I believe the ability to identify your customers and provide personalized, relevant content and offers to get repeat visits is worth the expense.
  • 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.

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