Target: A deep dive into growth through Loyalty
Ambition and Context
Organization
Target’s Loyalty program was identified as a critical growth driver, but operated without a unified experience or platform strategy across membership, fulfillment, and in-store channels. In a highly matrixed environment, isolated initiatives created fragmentation that limited enterprise impact. I led efforts to evolve Loyalty from a tactical set of programs into a connected, scalable ecosystem aligned to strategic business priorities, accelerating guest engagement, operational efficiency, and long-term enterprise value.
Team
The Loyalty organization was mid-transformation—talented but navigating siloed priorities, ambiguous ownership structures, and reactive execution models. I built the leadership infrastructure needed to scale impact, introducing operational roadmaps, cross-functional alignment frameworks, and strategic delivery systems. This shifted the operating model from isolated execution to proactive, insight-driven orchestration—empowering leaders across Product, Engineering, and Marketing to deliver outcomes tied to enterprise strategy.
Culture
Sustainable transformation requires embedding a systems-driven, guest-centered mindset across teams and leadership levels. I operationalized continuous improvement practices, embedded guest insights into strategic decision-making processes, and established feedback loops that strengthened enterprise learning cycles. Through this culture shift, Loyalty evolved from disconnected touchpoints to a resilient, insight-led platform, positioned to drive sustained engagement, platform trust, and cross-channel growth.
Actions
I partnered with senior leadership across Strategy, Digital, Fulfillment, and Loyalty to reimagine and relaunch Target’s loyalty ecosystem. By scaling cross-functional leadership capacity, operationalizing guest insights, and building integrated delivery systems, we addressed fragmented experiences. We established a unified, guest-centered Circle platform aligned to enterprise growth objectives.
Key enterprise priorities included:
Simplifying System Experiences: Integrated RedCard, Shipt, and base promotions into a cohesive loyalty platform, creating seamless end-to-end flows across digital and physical channels.
Personalizing Engagement at Scale: Built the foundation for dynamic offer personalization and behavioral insights, enabling scalable, data-driven engagement optimization.
Streamlining Loyalty Flows: Aligned online and in-store experiences to reduce friction, accelerate service delivery, and deepen omnichannel loyalty activation.
I operationalized scalable frameworks, cross-functional delivery models, and iterative learning cycles—empowering teams to map guest journeys, validate solutions through usability research and operational feedback, and deliver a unified loyalty ecosystem. The transformation increased guest acquisition, strengthened engagement, drove over $3B in revenue impact, and positioned Target’s loyalty platform for sustained competitive advantage and enterprise value growth.
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I architected a bold, cohesive vision for Target’s loyalty ecosystem, unifying digital, fulfillment, and in-store experiences into an integrated, scalable platform strategy. By building strategic alignment frameworks and enabling leadership across Product, Engineering, Analytics, and Business teams, I operationalized a decision-making model anchored in long-term business objectives and enterprise scalability. This systemic shift transformed Loyalty from a fragmented initiative set into an insight-driven, resilient ecosystem—accelerating guest engagement, strengthening brand loyalty, and positioning Target for sustained enterprise growth.
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Transitioning from a marketing-driven structure to a product-centered operating model required systemic cultural change grounded in agility, innovation, and shared accountability. I built leadership development frameworks, embedded structured design and decision-making rituals across disciplines, and operationalized continuous learning systems—elevating both strategic execution and cross-functional leadership capability. This transformation positioned design as a core driver of enterprise evolution, operational efficiency, and insight-driven organizational decision-making.
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I operationalized a cross-functional measurement system to track and scale the impact of Target’s loyalty ecosystem relaunch. By aligning experience objectives with enterprise business priorities, I enabled leadership teams to drive outcomes tied directly to guest engagement, brand cohesion, and operational efficiency. Demonstrating the tangible contribution of user-centered design to business and operational performance elevated design from a functional capability to a strategic driver of enterprise growth and resilience.
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I engineered the transition from a borrowed-resource model to a permanent, dedicated leadership and delivery structure within Loyalty. By demonstrating the strategic business value of stable, in-house expertise, I secured organizational investment and institutionalized operational frameworks that scaled consistency, accountability, and delivery velocity. This structural shift enabled leadership to focus on long-term strategic initiatives, foster deeper cross-functional collaboration, and deliver high-impact outcomes with greater organizational resilience and efficiency.
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I scaled leadership capacity within the UX organization to navigate significant enterprise transformation, enabling teams to deliver against a broader, cross-functional strategic vision. Through structured mentorship systems, operational feedback loops, and growth-enabling frameworks, I strengthened leaders’ ability to drive outcomes, manage ambiguity, and operate with strategic autonomy. This investment in leadership resilience positioned design as a trusted partner across the enterprise—accelerating delivery, scaling influence, and embedding user-centered decision-making into organizational evolution.
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I engineered scalable operational frameworks that enabled leadership teams across UX, Product, and Engineering to manage large-scale, cross-functional initiatives with consistency, velocity, and quality. By institutionalizing structured workflows, success metrics tied to enterprise objectives, and integrated collaboration systems, I built the operational backbone needed to deliver complex projects at scale without sacrificing agility or strategic focus. This foundation accelerated the successful delivery of a reimagined loyalty ecosystem—meeting both immediate guest needs and advancing Target’s long-term business strategy.
Achievement
The Circle program redefined loyalty at Target, transforming fragmented initiatives into an integrated, scalable platform that deepened guest engagement, accelerated enterprise growth, and strengthened long-term brand value.
Target’s loyalty transformation demonstrates how a reimagined, insight-driven ecosystem can drive strategic user acquisition, cross-channel engagement, and sustainable revenue growth. By architecting and operationalizing the integration of RedCard, Shipt, and savings into the unified 360 platform, I built scalable systems that aligned guest needs with enterprise business objectives, positioning loyalty as a core growth engine for Target’s future.
User Acquisition: Expanded the loyalty ecosystem by attracting 1.4 million new users during the launch period through a more intuitive, connected experience.
Financial Product Engagement: Enabled 500,000 new RedCard applications, strengthening guest engagement with Target’s broader financial ecosystem and deepening long-term loyalty.
Promotional Efficiency: Achieved a 22% lift in promotional redemptions, driving incremental revenue through personalized offers and strategic ecosystem optimization.
These outcomes highlight the reimagined Circle platform’s strategic, operational, and guest-centered effectiveness—meeting evolving guest needs, fostering deeper loyalty, and driving long-term enterprise growth through data-informed, scalable design leadership.
Leadership Perspectives on My Impact
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Working with Twisha was transformative for our product organization. She has a rare ability to align diverse teams around a clear, human-centered vision while still balancing business realities and technical constraints. Twisha not only elevated the quality of our user experience—she improved how we prioritized, collaborated, and delivered. Her leadership helped us move faster with more purpose, and strengthened the relationship between Product, UX, and Engineering in ways that continue to create measurable impact.
From a Principal in Product
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Twisha is a true strategic partner. She consistently connected the dots between user needs and enterprise growth, translating complex insights into clear, actionable strategies. Her leadership in transforming our loyalty ecosystem didn’t just improve the user experience—it drove real business outcomes, from higher engagement to stronger retention. Twisha's ability to blend human-centered design with business strategy raised the bar for how we think about innovation and growth
From a Senior Director in Circle Card Division
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Twisha's leadership was instrumental in transforming our loyalty platform into a true enterprise growth engine. She built systems that aligned cross-functional leadership, operationalized human-centered insights at scale, and strengthened strategic decision-making across the organization. Twisha's work didn’t just launch a better loyalty experience—it reshaped how we deliver value to our guests, creating a foundation for long-term engagement, brand equity, and business resilience. Her impact will be felt for years to come.
From a Senior Director, Loyalty