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    Safeway Elevates Aamir to Customer Loyalty Prez

    Oversees customer loyalty, digital technologies in new post

    Safeway promoted Mir Aamir to the newly created role of president of its customer loyalty and digital technologies division. Reporting to Diane Dietz, EVP/CMO of the Pleasanton, Calif-based retailer, Aamir will lead Safeway's loyalty programs and oversee digital and mobile efforts related to loyalty and 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 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."

    Having joined Safeway in 2005, Aamir most recently served as SVP/marketing strategy and financial planning and analysis has held leadership roles in marketing strategy, financial planning and analysis, shopper insights, targeted marketing and pricing.

    Prior to joining Safeway, Aamir 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. He holds an MBA from the University of Chicago's Graduate School of Business.

    Safeway operates 1,694 stores in the United States and western Canada and had annual sales of $41 billion in 2010.

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