Ashley Hancock is the Director of Loyalty at Backcountry and has 10+ years of experience in loyalty, customer acquisition/retention, lifecycle and marketing strategy. At Backcountry, her team is responsible for growing the program’s member base, driving customer engagement, improving retention and LTV through relevant, elevated OMNI-channel experiences. She is passionate about Loyalty and recognizes the unique power a strong retention strategy/loyalty program have to not only connect a customer more deeply to a brand but also the financial impact it has on growing a business long-term. Previously, she was the Senior Manager of Loyalty at Athleta as well as worked with other leading brands including Gap, Williams-Sonoma, Time Warner Cable and Rogers Communications.