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Safeway gets new loyalty chief to manage mobile migration


PLEASANTON, Calif.-- Safeway Monday announced the promotion of Mir Aamir to president customer loyalty and digital technologies, reporting to Diane Dietz, EVP, chief marketing officer. In this new role, Mir will lead Safeway's loyalty programs and oversee digital and mobile efforts related to loyalty. He will also continue to be responsible for marketing strategies, shopper analytics and insights, club card strategies and pricing.

"Mir has been instrumental in building Safeway's loyalty marketing capabilities and programs that focus on sales growth," said Diane Dietz. "By enlarging his role and consolidating our loyalty building disciplines, we expect to further grow Safeway's capacity to delight and connect with shoppers in an increasingly digital world."

Mir joined Safeway in 2005 and has held leadership roles in marketing strategy, financial planning and analysis, shopper insights, targeted marketing and pricing, most recently as SVP, marketing strategy and financial planning and analysis. Prior to joining Safeway, Mir was an officer/partner in the consumer and retail practice at management consulting firm A.T. Kearney, Inc., where his focus areas included retail and marketing strategy, marketing effectiveness, shopper insights and category management. He previously held various positions at Citicorp and Procter & Gamble in Asia.

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