ALLEGRA RENEE KRISHNAN
New York,NY
Summary
Strategic global marketing leader with a strong background in customer engagement strategies. Expertise in data-driven decision-making and campaign optimization enhances brand positioning and drives growth. Proven ability to lead high-performing teams that exceed objectives and deliver exceptional results.
Overview
26
26
years of professional experience
Work History
SVP, Marketing Science, Strategy & Engagement
NFL
12.2025 - Current
- Lead the NFL’s global marketing strategy, fan growth agenda, and long-range planning efforts, shaping enterprise priorities that drive acquisition, engagement, retention, and lifetime fan value across domestic and international markets.
- Oversee a data-driven marketing ecosystem spanning consumer insights, audience strategy, performance measurement, and first-party fan data to accelerate growth of the game and deepen fan relationships worldwide.
- Direct integrated go-to-market strategy and execution across the NFL’s global portfolio, including NFL+, Game Pass International, OnePass, tentpole events, and league-wide initiatives, aligning brand, product, media, content, and commercial objectives.
- Lead the development of audience-centric growth strategies informed by consumer insights, behavioral data, and advanced analytics, translating fan intelligence into actionable business and marketing decisions.
- Partner with League executives, Club ownership groups, media partners, broadcasters, sponsors, agencies, and technology providers to deliver integrated marketing programs that strengthen fandom, drive business outcomes, and elevate the NFL brand globally.
- Champion the NFL’s innovation agenda through AI, personalization, marketing technology, and emerging digital capabilities, helping transform how fans discover, experience, and engage with the League and its 32 Clubs.
- Establish governance, operating models, and Centers of Excellence that connect strategy, insights, media, fan engagement, product marketing, and club marketing into a unified global marketing organization.
- Lead global fan engagement and lifecycle marketing across email, SMS, push, web, app, and emerging channels, creating personalized journeys that drive tune-in, product adoption, engagement, monetization, and long-term loyalty.
- Oversee enterprise research, brand health, fan measurement, media effectiveness, and campaign performance programs that guide strategic investment decisions and optimize marketing impact across the NFL ecosystem.
- Manage global Marketing Centers of Excellence spanning Strategy & Insights, Fan Engagement & 1:1 Marketing, Direct-to-Consumer Product Marketing, Consumer Media, and Club Marketing, enabling consistent execution and capability development across markets and clubs worldwide.
- Drive alignment across Marketing, Product, Data & Analytics, Technology, Media, International Markets, and Club organizations to create a connected fan ecosystem and deliver measurable enterprise growth.
- Build and lead high-performing global teams while fostering a culture of strategic thinking, innovation, experimentation, and operational excellence across a complex, matrixed organization.
Chief Loyalty & Engagement Officer
McDonald's
04.2021 - 12.2025
- Head of Global Customer Engagement and part of Global Marketing Leadership Team
- Responsible for leading and driving the global Digital, Loyalty, Loyalty Partnerships, CRM, Personalization, Media, Customer Data Enablement, Martech / Adtech vision and strategy
- Developed strategy across digital customer channels, including app, push notifications, email, and web, as well as overall strategy for end-to-end customer experience.
- Support development of 360 global brand campaigns with integration across Digital, Loyalty, Loyalty Partnerships, CRM, Personalization and Media for customer and audience activation
- Developed strategic roadmap for digital, loyalty, loyalty partnerships, CRM, personalization, and marketer tools, collaborating with technology to enable effective deployment plans
- Defined global loyalty program construct and framework, including brand identity and positioning.
- Program in over 60 countries and contributing significant digital sales (~$33B for the trailing 12 month period)
- >200M 90-day active customers with target of 250M by 2027
- Oversee Media roster agencies and Joint Business Partners (JBPs), driving impact through strategic and commercial benefits
- Develop and deliver Global CRM agency roster to ensure optimal and consistent approach for greater scale and effectiveness
- Lead the development of new global marketing process (One McDonald’s Way of Marketing) with goal to deliver greater impact across our marketing campaigns, launched in all key markets across the system
- Developed a scrum community focused on a strategic approach to testing, learning, and optimizing campaigns.
- Set standards and strategy for Martech / Adtech to enable best in class marketing; partner with Technology and external companies to deliver tools and technology
- Launched a new marketing customer data platform (mCDP) across all lead markets.
- Led marketing AI initiatives and developed use cases to train foundational capabilities and unlock future marketing potential
- Partner with Global Strategic Insights to set consistent measurement and customer health metrics, including ROMS (Return on Media Spend)
- Scale Global Customer Engagement learnings and best practices across the system – setting global standards with flexibility for local market nuance
- Member of Global Marketing Leadership (GML) community; deliver and drive marketing strategies across the globe
- Part of Steer Co that developed the new Digital Marketing Fund to refine and optimize the funding model in support of digital capabilities
Vice President / GM Loyalty, Promotions, Credit Card & MRCI
Sephora Americas
04.2015 - 04.2021
- Head of Sephora's Beauty Insider loyalty program, Promotions, Sephora Credit Card, MRCI (Market Research Consumer Insights) and part of the Marketing Leadership Team (MLT)
- Joined Sephora with the primary objective of reinventing and revamping the Beauty Insider program
- Beauty Insider has long been considered one of the most innovative loyalty programs and the leader in prestige beauty
- Launched a new rewards platform (Rewards Bazaar) across all digital channels (mobile web, app, desktop) in a little over 12 months from idea to execution
- Oversee Beauty Insider and promotional activity for Sephora in the US and Canada with advisory roles for Mexico and Brazil, including leading brand and strategic positioning
- Forged partnerships with beauty brands and fitness/wellness organizations to deliver unique rewards and experiences
- Developed partnerships with beauty brands and external organizations in the fitness and wellness space to deliver one-of-a-kind rewards and experiences
- Received positive feedback from clients regarding new program features and momentum across key KPIs
- Formulated key client lifecycle touchpoints (new to program, engaged, almost lapsed) to drive overall Sephora loyalty
- Established innovative client engagement strategies, launching first-ever Beauty Insider Sweeps
- Developed infrastructure and reporting to better track and manage the Beauty Insider program's clients and points in partnership with Business Insights
- In addition to changes to the Beauty Insider program, delivered meaningful value, including significant YoY growth of key metrics: active client base, acquisition, retention rates, migration and sales
- Increased active client base through targeted marketing efforts by >30%
- Increased active top tier clients by >3x
- Delivered highest retention rates in history of the program
- Drove the creation of overall Sephora loyalty ecosystem, integrating key components of loyalty across all client and loyalty touchpoints
- Integrated Beauty Insider, Promotions and Credit Card into overall client lifecycle journey to engage and retain clients
- Led cross-channel Promotions development across personalized offers, samples and discounts, including creation of new promotion constructs
- Transformed organizational approach to Promotions and Credit Card making it a key strategic lever for the business by maximizing profitability and delivering incremental sales
- Facilitated MRCI roadmap alignment to drive team action and insights
- Key lead on organizational restructures to better optimize teams against current needs of the business – focus on agility, speed, prioritization, strategic alignment and instituting a “centers of excellence” (COE) approach
SENIOR DIRECTOR CRM, LOYALTY PROGRAMS, PAYMENTS
Old Navy
10.2011 - 04.2015
- Head of Old Navy CRM team (part of Marketing Leadership Team – MLT), leading one-to-one customer engagement initiatives (email, mobile, direct mail) across US and Canada
- Drove the evolution of Old Navy CRM from a predominantly credit card centric organization to a true CRM / one-to-one customer organization with focus on client engagement and loyalty - developed a multi-channel approach to interacting and connecting with customers throughout their lifecycle
- Launched Old Navy Super Cash program, defining branding and strategy to enhance customer engagement and drive sales.
- Drove evolution of Old Navy CRM from credit card centric to comprehensive customer engagement organization, developing multi-channel approach for customer interaction throughout their lifecycle.
- Launched and drove mobile strategy (SMS), establishing acquisition and retention positioning to strengthen customer relationships.
- Partnered with the following external companies to develop partnership strategies and negotiate contracts to deliver against CRM strategy and objectives: Shopkick, Gyft, Air Miles, Discover, Visa, Meredith Publishing
DIRECTOR MARKETING
Old Navy
05.2008 - 10.2011
- Oversaw Old Navy marketing strategy, creating annual marketing plans and managing budget for integrated campaigns across Canadian and US markets
- Led cross-functional teams to implement marketing strategies and campaigns.
- Developed fashion print strategy to enhance brand perceptions and gain fashion credibility with core US and Hispanic customers, overseeing creative agency RFP, agency selection, business case drafting, and contract negotiation
- Developed fashion print strategy to help gain fashion credibility and strengthen brand perceptions with our core US and Hispanic customers. Oversaw creative agency RFP, final agency decision, drafting of business case and contract negotiation
- Led development of key marketing processes including hindsight, workflow, and pricing to streamline operations and improve project execution
- Plus, led following programs / initiatives: activewear and gift card strategies
Senior Manager Marketing
Old Navy
02.2006 - 05.2008
- Managed in-store strategy and $20M budget, aligning creative brand development with sales and in-store conversion objectives in partnership with Visual Merchandising
- Developed circular and radio strategy based on historical successes, resulting in year-over-year profitability growth
- Partnered with Store Design as marketing representative to shape new Old Navy store design and layout based on customer and marketing needs
Manager Marketing
Old Navy
04.2004 - 02.2006
- Designed and implemented circular strategy for messaging, product, and pricing to enhance competitive positioning. Monitored and generated hindsight reports to assess effectiveness
- Analyzed sales data to forecast circular budget trends
- Led integrated marketing campaigns across digital, retail, and social channels to strengthen brand consistency.
- Directed cross-functional teams to align creative, merchandising, and product launches with marketing priorities.
- Managed campaign calendars, ensuring timely execution of promotions, seasonal initiatives, and store communications.
Associate Manager Marketing
Old Navy
06.2003 - 04.2004
- Analyzed product performance in circular vs. non-circular markets to inform future marketing campaigns
- Evaluated competitor pricing and discount frequency to develop a strategic pricing model
- Led daily store operations, ensuring sales floor readiness, compliance, and service standards.
- Coached associates on merchandising execution, customer engagement, and operational priorities.
- Monitored inventory flow, replenishment, and stockroom organization to support product availability.
Merchandise Planning Analyst/Planner
Old Navy
07.2001 - 06.2003
- Led team to develop merchandise financial plans for accessories division, aligning inventory with strategic goals
- Evaluated sales results and revised financial forecasts to reflect current business trends, optimizing retail sales and gross margin
- Analyzed sales trends to support merchandise financial plans and seasonal assortment decisions.
- Partnered with merchants to refine inventory forecasts and open-to-buy allocations.
- Monitored plan versus actual performance to identify risks and recommend adjustments.
Merchandise Assistant
Old Navy
05.2000 - 07.2001
- On-boarded new merchandise assistant team members as lead merchandise assistant.
- Utilized merchandise assortment tools and systems to optimize product placement and assortment for Women's division, largest division at Old Navy
Education
Bachelor of Science - Biology
University of California At Santa Barbara
Santa BarbaraSkills
- Marketing funnels
- Funnel strategy
- Customer engagement
- Loyalty management
- Data-driven decisions
- Marketing analytics
- Brand positioning
- Campaign optimization
- AI implementation
- Strategic planning
- Cross-functional leadership
- Change management
- Team leadership
- Digital transformation
- Strategic plans
- Global marketing strategy
- Organizational improvement
Timeline
SVP, Marketing Science, Strategy & Engagement
NFL
12.2025 - Current
Chief Loyalty & Engagement Officer
McDonald's
04.2021 - 12.2025
Vice President / GM Loyalty, Promotions, Credit Card & MRCI
Sephora Americas
04.2015 - 04.2021
SENIOR DIRECTOR CRM, LOYALTY PROGRAMS, PAYMENTS
Old Navy
10.2011 - 04.2015
DIRECTOR MARKETING
Old Navy
05.2008 - 10.2011
Senior Manager Marketing
Old Navy
02.2006 - 05.2008
Manager Marketing
Old Navy
04.2004 - 02.2006
Associate Manager Marketing
Old Navy
06.2003 - 04.2004
Merchandise Planning Analyst/Planner
Old Navy
07.2001 - 06.2003
Merchandise Assistant
Old Navy
05.2000 - 07.2001
Bachelor of Science - Biology
University of California At Santa Barbara
Awards
Loyalty 360 Customer Experience Team, Loyalty 360 Customer Focus for Beauty Insider program, Loyalty360 Top 10 Awards for the Top 10 Customer Loyalty Team
Press
- Https://www.forbes.com/sites/pamdanziger/2020/01/23/how-to-make-a-great-retail-loyalty-program-even-better-
- Https://www.forbes.com/sites/pamdanziger/2020/01/23/how-to-make-a-great-retail-loyalty-program-even-better-sephora-has-the-answer/2bf9d296287a
- Https://www.retaildive.com/news/sephora-updates-loyalty-program-for-the-third-time-in-as-many-years/579054/
- Https://digiday.com/retail/new-loyalty-retailers-turning-experience-based-programs/
- Https://www.allure.com/story/sephora-beauty-insider-program-upgrade
- Https://hellogiggles.com/news/sephora-beauty-insider-2019/
- Https://us.fashionnetwork.com/news/Sephora-updates-Beauty-Insider-Program-for-2019,1052688.html#.XMICeOp7m6I
- Http://www.popsugar.com/beauty/Sephora-Beauty-Insider-Program-Updates-2018-45161229
Speaking Engagements
- Ad Week 2023, 2025, 2026
- McDonald's Worldwide Conference 2024
- Cannes Lion 2023, 2024, 2025
- Consumer Electronic Show (CES) 2023, 2024
- Quilt AI Conference 2024
- ShopTalk, 2024
- Braze Conference 2024, 2025 (Sept)
- Forge Conference 2023, 2024
- Mastercard Conference 2024
- Brand Innovators Conference 2023
- Sephora of Americas Field Leadership Conference 2016, 2018, 2019
- CRMC 2019, 2021
- CommerceNext 2019
- Intuit QuickBooks Connect 2018
Cultural Leadership
- Global Women’s Leadership Network (GWLN), Cohort Executive Sponsor 2024, 2025
- Strategic Marketing Leadership Academy, Co-Dean 2025
- Global Marketing Culture Council, Executive Sponsor 2025
- Global Women in Leadership Forum, Mentor 2024
Council & Board Experience
- Member of Meta Council
- Member of Economic Club of Chicago
- Board Member of Pacific Musical Society (2013)
MIT AI Certificate
Certificate of AI