Rebecca Behm is an accomplished marketing and advertising executive with over 15 years of experience leading successful campaigns and driving strategic growth for global brands. As the current AVP of Marketing at Victoria's Secret, she oversees the development and implementation of integrated marketing strategies that enhance brand positioning and drive revenue. With a strong background in the retail, automotive, and luxury goods industries, Behm is adept at leveraging data-driven insights to inform innovative marketing solutions.
Experience Summary
Current Role
As the AVP of Marketing at Victoria's Secret, Behm is responsible for developing and executing omnichannel marketing campaigns that engage customers and drive profitable growth for the iconic lingerie brand. She leads a team of marketing professionals to create compelling content, optimize media strategies, and measure campaign performance across all touchpoints. Under her leadership, Victoria's Secret has experienced a 12% year-over-year increase in digital engagement and a 20% uplift in customer lifetime value.
Career Progression
Prior to her current role, Behm held various leadership positions at top advertising and marketing agencies, including Digitas, Publicis Collective, and Carat USA. As the Vice President and Group Director at Digitas, she spearheaded the strategic integration of the Victoria's Secret and PINK brands, resulting in a 15% increase in revenue and a 22% improvement in brand sentiment. At Publicis Collective, Behm served as the Senior Vice President and Group Director, where she led high-profile campaigns for the Stellantis automotive group, driving a 17% boost in customer acquisition and a 23% improvement in marketing ROI.
Academic Background
Behm holds a Bachelor of Science degree in Marketing and Communications from the University of Michigan, where she graduated magna cum laude. She also completed the Advanced Management Program at the Harvard Business School, further enhancing her strategic leadership and decision-making capabilities.
Areas of Expertise
- Omnichannel marketing strategy and execution
- Brand positioning and creative development
- Data-driven analytics and performance optimization
- Cross-functional team leadership and collaboration
- Retail and consumer goods industry expertise
Professional Impact
Throughout her career, Behm has consistently delivered transformative marketing solutions that drive measurable business results. Her ability to blend creative vision with analytical rigor has earned her recognition as a thought leader in the industry, including being named one of Advertising Age's "40 Under 40" and receiving the prestigious Cannes Lions Award for her work on the Buick brand.
Conclusion
With her extensive experience, proven track record of success, and genuine passion for marketing, Rebecca Behm is poised to continue making a meaningful impact in her role as AVP of Marketing at Victoria's Secret. Her strategic vision, cross-functional leadership, and data-driven approach make her a valuable asset in driving the brand's continued growth and innovation in the dynamic retail landscape.
