Lauren Goldberg

Principal, LSG Marketing Solutions

Lauren Goldberg has over 15 years’ experience developing customer-centric marketing programs that drive omni-channel sales for regional and national retailers. She has proven success in leading complex corporate initiatives, which have significantly improved companies’ financial performance. Her strong marketing foundation and leadership skills allow her to quickly build cross-functional coalitions to drive results. Lauren brings 3 strengths to each opportunity: an unwavering focus on customer needs, strategic vision to understand enterprise-level impacts and a demonstrated ability to optimize marketing spend to generate the largest return on investment.

Most recently, Lauren served as a Sr. Director, Marketing for Office Depot, a Fortune 500 retailer. Key accomplishments included leading the reinvention of Office Depot’s national loyalty program, which significantly improved customer satisfaction scores and doubled participation rates. In addition, Lauren was selected to lead the strategy and development of 3-year customer retention program that supported the critical priority of retail portfolio optimization. Customer retention rates significantly exceeded historical expectations and was a key factor in 2 consecutive quarters of positive retail comp sales for the first time since 2006.

Known for connecting the dots between corporate initiatives and grassroots activation, Lauren has successfully increased retail sales on a local level for a variety of retailers. Lauren has held marketing positions at RaceTrac Petroleum, Fruit of the Loom and The Sports Authority. In her past roles, she has activated sales-driving partnerships with leading consumer goods brands, such as HP, Coca-Cola and Nike, as well as sports and entertainment properties, including professional athletes & sports teams, amateur sports leagues and theme parks.

Lauren has also engaged her leadership skills to influence positive corporate culture. As a founding member of the Office Depot Women’s Leadership Circle, Lauren had a leading role in developing exclusive programming for high-potential women leaders within the organization. In addition, Lauren has a passion for people and participated as a career mentor in a formal leadership development program.

Lauren earned her BS from the University of Florida. She has also completed executive level leadership training from Florida Atlantic University in Boca Raton.

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  • Posted on: 09/17/2019

    How high will the holiday retail sales ball bounce in 2019?

    I think we are in for a strong holiday season, especially comping over last year's shutdown. I also predict holiday sales will peak later in the season, as Hanukkah is very late this year. The biggest unknown is the situation in the Middle East. If we see a significant rise in gas prices, it could put a damper on holiday spend.
  • Posted on: 09/17/2019

    Barnes & Noble College goes to school on Gen Z

    Gen Z isn’t harder to please than any other generation. Retailers need to really try to understand their customers, regardless of generation. I think where BNC has the edge is their workforce. By listening and empowering them on a local level, they can tap into the psyche of their very targeted customer.
  • Posted on: 09/06/2019

    Starbucks developing new store dedicated to pickup and delivery orders

    Rather than opening standalone mobile pickup destinations, they should try to reformat to add additional capacity and customer flow for the mobile orders. I envision a horrible experience when customers go into a new pickup location and want to order a drink.
  • Posted on: 09/05/2019

    Will stores help Vitamin Shoppe stand out in crowded supplement subscription market?

    Vitamin Shoppe's retail footprint gives them the benefit of brand awareness. It should also lead to a lower cost of customer acquisition, as they can leverage their current in-store traffic. Vitamin Shoppe would be smart to leverage their network as a differentiator from the other subscription players - I'm thinking in-store consultations, events, etc.
  • Posted on: 08/27/2019

    What makes a good brand mascot in 2019?

    I had the same thought. I always thought a mascot had a persona.
  • Posted on: 08/27/2019

    What makes a good brand mascot in 2019?

    A mascot does not make or break a brand. I’d put brand icons, colors and tag lines all way above an animated character in terms of ways to differentiate and connect with customers. If a brand is going to utilize a mascot, it should be brought to life via social media.
  • Posted on: 08/27/2019

    Will Nordstrom’s sustainable fashion site win over eco-conscious consumers?

    This should help Nordstrom appeal to Millennials/Gen Z, who are hyper-aware and embrace sustainability. Companies who take the lead on climate-related causes will earn credibility in the eyes of the customer.
  • Posted on: 08/26/2019

    Will Disney shops entertain guests inside Target’s stores?

    I think this falls right into Target's strategy. Their remodeled stores include quite a few "shops" of themed merchandise and the Disney store-within-a-store should be the biggest of all. For Disney, it's a win. They get to partner with an industry powerhouse that has a similar customer base and can execute well. Execution will be key in this experience.
  • Posted on: 08/22/2019

    Will tech take the place of speaking with pharmacists face-to-face?

    I believe the pharmacy sector is one that is dependent on personal interactions and can't be easily replaced with technology. Healthcare is complicated and that human touch is important. From a retail perspective, pharmacy choice is often dictated by location and considering there's a pharmacy on every corner, personal relationships can help provide value and earn a customer's repeat business.
  • Posted on: 08/21/2019

    Do social influencers have the ability to boost back-to-school sales?

    Social influencers definitely play a role in purchasing decisions, even with younger children. YouTube is the go-to channel for many kids these days and it's full of product placement opportunities (Ryan's World is on constantly in my house and makes me want to scream). I don't know if influencers fuel bigger overall baskets, but they do influence product-level decisions, especially in fashion categories (clothes, backpacks, etc).
  • Posted on: 08/20/2019

    Can local artists help Target create community support?

    I love it! What a great way for Target to partner with the local community and to show that they are not a cookie-cutter big box store. It's a nice community relations and PR story for them. That being said, I don't think that the success of the small-format Targets will be due to this or that they will be able to measure any incremental revenue. But coupled with localized assortments and an improved shopping experience, these stores should be a win for Target.
  • Posted on: 08/12/2019

    Is FedEx smart to say goodbye to Amazon’s U.S. business?

    It's very hard when your customer becomes your competitor. As Amazon is quickly ramping up their own fulfillment/delivery systems, FedEx can invest in other areas of e-commerce and courier services.
  • Posted on: 07/12/2019

    Will free, same-day pickup give Sam’s Club the edge it has been looking for over Costco?

    I think it will make a difference in the business segment. I spent many years in the office supply industry and the warehouse channel was already starting to steal market share. I think the convenience will be more of a driver to acquire and retain corporate accounts. From a consumer point of view, I don't believe this will be a significant competitive threat against Costco. Costco has a stronger brand based on it's private label products and services.
  • Posted on: 06/24/2019

    REI scraps mail order catalog to publish a magazine

    The main reason for discontinuing the catalog was the return on investment -- print catalogs don't drive the same sales lift as they used to. To take the financial resources of catalog production and move them into a branded magazine is an interesting choice. With the internal and external resources dedicated to the magazine, hopefully it will deliver strong content, which will be a brand building play. If they are looking for this magazine to be profitable or to generate a direct sales ROI (like a catalog), I'm afraid it's not going to happen.
  • Posted on: 06/20/2019

    Should retailers welcome Facebook’s virtual currency?

    Cynthia - you took the words right out of my mouth! The first thing I thought of when I read about the mission to help billions of people in developing countries was "PR hook!" I believe that crypto-currency will play a role in the future of commerce, but I'm not sure I trust Facebook to lead that charge. I'm already wary of my privacy being exploited every time I post a picture of my kids for my family to see -- I'm not sure I want Facebook in my wallet!

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