Borders Names Harley to Boost Loyalty Initiatives
Borders has named former Barnes & Noble marketing executive Jessica J. Harley to vice president, acquisition and retention marketing.
In her new role, Harley is in charge of acquiring new customers and expanding business with existing ones, including optimizing the company’s Borders Rewards loyalty program. In addition, she is in charge of developing and managing customer acquisition and retention strategies, including e-mail, search engine and affiliate marketing and broadcast advertising.
“Jessica is an important addition to our marketing team,” said Borders Group chief marketing officer Michael Tam, in a statement. “The Borders Rewards program is one of the fastest growing and largest loyalty programs in specialty retail and is a central element of our company’s growth strategies. With Jessica’s leadership, we intend to maximize the customer data available within the Borders Rewards program through segmented and highly targeted marketing aligned with our customers’ interests.”
Prior to joining Borders, Harley worked at competitor Barnes & Noble as director of promotions where she led coupon promotions, managed the promotional launch of loyalty program enhancements and recruited new customers and credit card accounts through direct marketing and online promotions.
