Target: A deep dive into growth through Loyalty
Ambition and Context
Organization
Target’s Loyalty program was recognized as a key growth lever, but it lacked a cohesive strategy across fulfillment, membership, and store experiences. Disconnected initiatives created friction for guests and limited the broader business impact. I led the effort to evolve Loyalty from a collection of tactical programs into a connected, insight-driven platform aligned with enterprise strategy. This shift accelerated engagement, improved operational consistency, and set the foundation for long-term value creation.
Team
The Loyalty team was navigating a transitional moment, balancing emerging talent with unclear roles, siloed execution, and limited coordination. I stepped in to provide the leadership structure needed for sustainable delivery. This included building operational roadmaps, establishing integrated planning systems, and aligning cross-functional teams. These efforts created shared accountability across Product, Engineering, and Marketing, enabling the team to deliver strategic outcomes at scale.
Culture
Driving sustainable impact required a shift in how teams approached both design and delivery. I introduced continuous improvement practices and embedded guest insights into the organization’s core decision-making processes. Feedback loops were created to ensure learning extended across disciplines. This mindset change helped Loyalty evolve from fragmented programs into a unified experience that deepened guest trust and engagement across channels.
Actions
Partnering with executive leaders across Strategy, Digital, Fulfillment, and Loyalty, I led the end-to-end redesign of Target’s loyalty ecosystem. By operationalizing guest insights and building new delivery models, we eliminated friction, aligned priorities, and created a shared platform with clear guest and business value.
Key priorities included:
Simplifying Experiences
Integrated RedCard, Shipt, and base savings into a single, seamless program across channels. This created consistent guest journeys and reduced confusion.Personalizing Engagement
Developed the foundation for dynamic offers and behavioral targeting, enabling personalized engagement at scale and unlocking new growth potential.Streamlining Loyalty Flows
Connected digital and in-store experiences, improving speed, reducing redundancy, and increasing the impact of omnichannel loyalty touchpoints.
I introduced repeatable frameworks for mapping guest journeys, validating solutions through research, and aligning stakeholders across teams. These systems improved collaboration, enhanced speed-to-market, and enabled the successful relaunch of the loyalty platform—driving both short-term results and long-term business growth.
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I developed a long-term vision for the Circle program that unified Target’s digital, in-store, and fulfillment experiences into a single, scalable loyalty platform. This involved aligning teams across Product, Engineering, Analytics, and Marketing and introducing structured ways of working that connected experience delivery with enterprise objectives. The result was a resilient and insight-led platform that advanced brand loyalty and positioned Target for continued growth.
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The transition from a marketing-led to a product-centered model required rethinking how work was scoped, led, and delivered. I introduced design leadership rituals, clarified team roles, and built capacity across disciplines to strengthen execution. These changes enabled teams to collaborate more effectively and brought clarity to ownership, velocity, and accountability, elevating design as a strategic capability within the enterprise.
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To support scale and accountability, I created a cross-functional measurement system that tied experience goals directly to business KPIs. By aligning success criteria across teams, I enabled executive stakeholders to clearly see how loyalty enhancements impacted guest behavior, revenue, and operational efficiency. This helped elevate the role of design and product thinking as key contributors to business performance.
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I transitioned Loyalty’s design function from a temporary, borrowed-resource model to a stable, in-house capability. This involved advocating for investment in permanent roles, building onboarding systems, and establishing consistent delivery practices. These changes improved team stability, increased velocity, and enabled deeper strategic thinking and execution across the portfolio.
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I mentored and supported emerging leaders, guiding them through complex decision-making and enterprise change. Through structured feedback, role clarity, and growth frameworks, I strengthened the team’s ability to lead with confidence and deliver impact beyond their immediate scope. This investment in leadership resilience positioned UX as a trusted partner to the business.
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To support high-velocity, cross-functional delivery, I implemented operational systems that could scale. These included structured workflows, decision-making cadences, and success metrics aligned with strategic objectives. The result was a repeatable system that enabled the Loyalty team to consistently deliver on complex initiatives while maintaining speed and quality.
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 shows how user-centered, systems-driven leadership can drive enterprise-wide results. By architecting and launching the integrated Circle platform, I helped translate business ambition into an experience that was scalable, intuitive, and deeply relevant to Target’s guests.
User Acquisition: 1.4 million new members joined during the relaunch, driven by improved visibility and a more seamless experience.
Financial Engagement: 500,000 new RedCard applications demonstrated increased trust and usage of financial offerings within the loyalty ecosystem.
Offer Redemption: 22% lift in promotional redemptions, reflecting stronger guest connection and improved campaign efficiency.
These outcomes highlight the effectiveness of the new Circle program in deepening loyalty, driving revenue, and strengthening Target’s ability to deliver personalized, impactful guest experiences at scale.
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