Dilek Agarwal
Palatine,IL
Summary
Senior Marketing Executive with 20+ years of experience leading omni-channel customer experience strategies, and enterprise-wide business transformation. Expert in digital marketing, CRM, eCommerce, and analytics, with a proven record of driving growth through customer acquisition, engagement, and loyalty. Accomplished Marketing Director with a proven record of driving growth through strategic planning and effective budget management. Expertise in customer engagement and retention, leveraging cross-channel campaign management to enhance brand performance.
Overview
15
15
years of professional experience
Work History
Marketing Director
GREAT WOLF LODGES
Chicago, USA
01.2023 - Current
- Owned strategy and execution of audience-centric digital marketing across all channels to drive growth.
- Oversaw $60M omnichannel marketing budget covering TV, OLV, audio, digital, social, SEM, affiliate, email, and organic social.
- Achieved record-high brand awareness in 2025, increasing 6 points year over year (per YouGov tracking).
- Developed cross-screen video strategy that connected families across platforms—resulting in 8% increase in awareness and 14% ad recall lift.
- Championed AI-driven marketing innovations, launching pilots and strategic investments in social, SEM, SEO, and email that enhanced campaign performance and future-proofed media capabilities.
- Implemented advanced media measurement frameworks, including a TV attribution model that optimized spend by network, audience, and creative, achieving 26% greater CPB efficiency across OTT placements.
- Scaled organic social presence, boosting impressions by 44% and engagement by 21% year over year, through creative storytelling, audience-driven content, and influencer collaborations.
- Increased loyalty program retention by 8% via personalized promotional campaigns and optimized customer email journeys.
Global VP, Marketing (CMO equivalent)
VIPRE SECURITY GROUP
Chicago, USA
01.2021 - 01.2022
- Led 20-person organization across brand, performance marketing, eCommerce, and content strategy as executive team member reporting to President.
- Developed three-year digital transformation roadmap with Product and IT, enhancing digital capabilities and customer experience across web, app, CMS, and CRM ecosystems.
- Redefined digital marketing strategy, achieving a twofold increase in LTV/CAC ratio from two to four.
- Expanded channel mix by launching podcasts, influencer partnerships, App Store presence, and affiliate programs, generating 10% of total transactions within first year.
- Optimized customer engagement and retention through data-driven journey enhancements, increasing product usage by 20% and retention by 5%.
Global Head of Customer Marketing
HOLLAND AMERICA LINE (HAL)
01.2021 - 12.2021
- Drove digital engagement initiatives and directed a 15-member team across direct marketing (email, SMS, push, and direct mail), MarTech, CRM, analytics, and market research.
- Led the organization’s transformation to a modern CDP ecosystem, enabling real-time targeting and personalization; delivered a 200% improvement in email engagement.
- Increased the repeat customer base by 10% year over year through data-driven CRM strategies and advanced segmentation,
- Orchestrated tighter integration of data and processes across app, web, and call center touchpoints, driving a 17% lift in lead volume through booking funnel optimization.
- Launched the company’s first dedicated market research function, incorporating customer insights into strategic planning.
Director, Digital Marketing & Loyalty Strategy
SEARS HOLDINGS CORPORATION
01.2016 - 12.2018
- Oversaw Kmart’s loyalty program, generating $4.2B in annual sales and $1.5B in rewards redemptions.
- Developed lifestyle-based customer segmentation across various channels, yielding $7.6M in incremental net benefit per segment.
- Championed innovation through test-and-learn initiatives, improving customer experience and driving business results.
Senior eCommerce Manager
SEARS HOLDINGS CORPORATION
01.2016 - 12.2016
- Directed eCommerce strategy encompassing site merchandising, digital marketing, and content to optimize conversions and meet revenue targets.
- Increased eCommerce sales contribution from 10% to 30% of total business through strategic content and optimization initiatives.
- Launched targeted online customer experience pages utilizing ASAP platform to engage specific audience segments and drive cross-shopping opportunities.
Director of Marketing Strategy/ Chief of Staff to CMO
SEARS HOLDINGS CORPORATION
01.2011 - 12.2011
- Served as strategic and operational advisor to the Sears Holdings Corporation CMO facilitating business goals and supporting management of the business.
- Assisted with developing a 3-year business strategy and created and presented the execution plan.
- Launched the company’s first life-stage program targeting back-to-school, identifying 1.9M unique households and executing the first enterprise-wide targeted email campaign.
Education
MBA -
University of Minnesota
Minneapolis, USABachelor of Business Administration -
Istanbul University
Istanbul, TurkeySkills
- Strategic planning
- Team leadership
- Growth strategy
- Budget management
- Full-funnel media strategy
- Cross-channel campaign management
- Customer engagement and retention
- Marketing analytics
- Agency selection and management
Testimonials
I worked with Dilek on customer marketing team, and I learned much from her during that time. She brought impressive experience (and found ways to infuse that into her work and guidance), she is adept at using data to challenge people to think differently, and she was someone I truly enjoyed working for. Dilek is one of the most intelligent people I’ve worked with. You can see that caring impact the recommendations and decisions she makes and the way she manages. I’m confident she’d bring that same attitude, expertise, and empathy to any role and I’m happy to recommend her.- Past team member
Timeline
Marketing Director
GREAT WOLF LODGES
01.2023 - Current
Global VP, Marketing (CMO equivalent)
VIPRE SECURITY GROUP
01.2021 - 01.2022
Global Head of Customer Marketing
HOLLAND AMERICA LINE (HAL)
01.2021 - 12.2021
Director, Digital Marketing & Loyalty Strategy
SEARS HOLDINGS CORPORATION
01.2016 - 12.2018
Senior eCommerce Manager
SEARS HOLDINGS CORPORATION
01.2016 - 12.2016
Director of Marketing Strategy/ Chief of Staff to CMO
SEARS HOLDINGS CORPORATION
01.2011 - 12.2011
MBA -
University of Minnesota
Bachelor of Business Administration -
Istanbul University