In 2016 there were two panels, in 2017 there were three panels, and in 2018 there were four! This is because each year, more companies want the opportunity to win a coveted Loyalty Magazine Award, so each year we have to bring on board more judges!
For 2020, the judging panel for The Loyalty Magazine Awards will be reinforced with even more experience and expertise from across the whole world.
As in previous years, the judging will culminate in a judging day to decide the regional winners and to deal with any issues and queries that have arisen. Our independent experts either specialise in a particular field, or have a broad insight into the many different elements of the loyalty industry. They include representatives from loyalty service providers, independent consultants and business commentators both from an industry and consumer perspective.
The 2020 panel proved more than equal to the task of judging the entries via Zoom. It was an extremely insightful two days when these experts from across the world debated, discussed, argued – and eventually reached consensus!
Chairman of the Judges 2020
Founder and CEO of Polymath Consulting
David is the founder and CEO of Polymath Consulting working on projects and advising organisations across the Cards & Payments industry. Polymath Consulting and David are particularly well known for their work on E-money & Emerging Payments.
Prior to moving into payments David spent 20 odd years with leading advertising agencies including Saatchi & Saatchi, Bates and McCann Erickson. Starting his career below the line in Sales Promotion he ended up as a Group Account Director and Head of New Business through the line.
Vice President, Global Product Development at Mastercard
Trish is a seasoned executive and entrepreneur with over 25 years’ experience of developing retail and customer strategies and designing and launching profitable loyalty, personalization, clienteling and CRM solutions on a global scale. A world expert, Trish has worked across all market sectors including financial services, FMCG retail, CPG, department store, fuel, automotive, telecoms, airlines and leisure. Trish’s number one passion is the customer, who they are, what they want, what motivates them and ensuring that they receive the perfect customer experience along every step of the customer journey.
Trish is currently leading the integration of contextual marketing assets and personalisation into Mastercard loyalty products across all regions. Utilising the latest innovations and cutting edge AI, whilst leveraging new payment concepts, and adhering to local legislation and GDPR, these solutions enable businesses to implement a future proof strategy and compete in both the online and offline world.
Before her role at Mastercard, Trish was one of the founding partners and Chief Strategy Officer of 5one, which was launched in 2002 and acquired by Mastercard in 2014. At 5one, Trish worked across all clients in all markets, spearheading the strategic use of customer data to make better business decisions to drive top and bottom line growth. Clients included American Express, Saks Fifth Avenue, Pick n Pay (SA), Selfridges Group, Boots and BP across 9 markets. Trish started her career at British Airways, developing innovative forecasting and capacity optimisation systems, before moving to dunnhumby, where she was part of the original team that trialed and launched the Tesco Clubcard scheme in 1995.
Head of Customer Loyalty, Sky
- Curiosity, passion, ambition and opportunism has taken me on a 20 year adventure around the globe affording me the opportunity to work with some of the most talented minds at the bleeding edge of creativity, technology and data. Our industry has given me the opportunity to learn and the privilege to teach, and yet there is still so much more… my adventure is still in its infancy.
- My background is as a strategist and leader. I am a bit data and modeller, a bit behavioural scientist, a bit brand planner, a bit UX a bit media planner, a bit coach and a bit change leader. If I were honest I would be the mongrel of strategists, with a unique blend of skills to help organisations maximise the value of technology, creativity and data in developing differentiating customer experiences for the digital world.
- My career has been driven by my passion to develop a deeper understanding of how and why people make the choices and decisions they do. Unlocking choice and how to influence it lies at the heart of the success of our industry. On my mission to understand, I have had the opportunity to spend time with some of the world’s leading academic institutions (including Duke University, MIT, UTS and Cranfield) and work with the world’s leading creative, media and communications businesses (including IDEO, Google, Facebook, Adobe and BMF).
- Over the years I have been lucky enough to contribute to the design and build of the user experience of one of the world’s first mobile wallets (Commonwealth Bank), I helped design the first cardless ATMs, I have overhauled the one to one, customer experience and loyalty programmes for many consumer and business brands including Virgin Atlantic, Qantas, Jet Star, KLM, Commonwealth Bank, HP, Boots and FOXTEL to name just a few.
- I have been flattered and recognised as a leader in my field. I have been a regular speaker and awards judge. I have held engagements at Google, Facebook, Australian Marketing institute, DMA UK/US, ADMA, IDM, B&T, MFA (Media Federation Australia) Loyalty World, and customer experience conferences around Europe, Australasia and the US. While in Sydney, i was a regular speaker on post graduate courses on consumer buying behaviour at UTS and a number of ADMA’s training programmes. In 2012 I was recognised by the Association of Data -driven Marketing and Advertising for outstanding contribution to our industry.
- The convergence of data, technology and creativity means our focus has shifted toward building products, utilities, content and entertainment that transforms the way that people interact with the brands and organisations they connect with. It excites me, possibly more than it should!
Cecilia Floridi Cecilia Floridi
Co-founder and Director, DataLab GmbH, Germany
A native Italian, Cecilia is the Co-Founder and Managing Director of DataLab GmbH, a Düsseldorf based marketing consultancy specialising in Loyalty, Data Analytics and Customer Equity. She is a Customer Management Expert with extensive experience in the international and German Loyalty industry dating back to her time as one of Loyalty Partner´s earliest team members, where she proved formative in the success of the coalition loyalty programme Payback.
In her current role, Cecilia and her team have been instrumental in implementing the relaunch of the Douglas Beauty Card as well as in supporting Europe´s no. 1 pet supply chain, Fressnapf/ MaxiZoo, to develop and realize their CRM vision. DataLab´s renowned clients also include Rewe, one of Europe´s largest supermarket chains and the cable operator Unitymedia, which retains a subscriber base of 12.7 million in Germany alone.
Prior to this, Cecilia was Director of Category Management, Purchasing, Marketing and Quality Management at Eismann Tiefkühl-Heimservice. She has also held positions as the Director of Marketing for Portfolio Customers at Citibank´s retail banking division and as Head of B2C Marketing and Sales at EnBW, one of Germany´s largest energy utility companies. The published author and popular guest speaker regularly lectures at the WHU – Otto Beisheim School of Management, (Koblenz, Germany).
In 2012 Cecilia received the “Manager of the Year” award from “Generation CEO”, the German business network for women in top management.
Charles (Chuck) Ehredt
CEO and Co-founder of Currency Alliance
Chuck is passionate about solving problems – which has led him to create 12 companies over the past 35 years, invest in 23 companies as a Business Angel, as well as remain active as a mentor and coach for innovative companies. Chuck has joined over 60 loyalty programs due to considerable travel, but only started working in the industry 4 years ago when he recognized that brands were struggling to engage with mid-tail and longer-tail customers – because their loyalty currency just wasn´t relevant due to lack of frequency with any one brand.
In the past few years, Chuck has been advocating for greater collaboration among brands in order to extend their ability to jointly serve customer interests; and, believes that coalition loyalty programs (as we have known them) will morph into marketplaces during the next decade – allowing customers to have much more say in how they earn and redeem popular currencies, while allowing loyalty program operators to greatly reduce operating cost.
He is co-founder of Currency Alliance, which provides advanced, cloud-based technology to brands, allowing them to be much more agile in responding to changing market conditions. He has personally benchmarked more than 200 loyalty programs in the past 18 months, which brings a bit of perspective to the Loyalty Magazine Awards judging panel.
Director of Strategy Direct Solution Int Ltd
Ian is Director of Strategy at Direct Solutions Int Ltd, Sri Lanka’s leading response agency.
He has been involved in loyalty marketing since he had hair and created the first relationship programme for Hilton Hotels worldwide in 1987 (beating Peppers and Rodgers by 1 year!) He’s also been part of the team that has developed some of the more innovative programmes in S Asia including the first totally mobile programme for an FMCG product range.
A Fonder Member and Fellow of the UK’s Institute of Direct & Digital Marketing, he was awarded Educator of the Year in 2002 following 18 years teaching customer loyalty.
He’s currently using social engineering to develop a totally new type of programme that doesn’t involve points or personal rewards.
Group Head, IAG Connect at International Airlines Group (IAG) Solutions
Andrea Burchett has provided executive leadership in the airline, e-commerce and loyalty sectors for the past 24 year in complex, uncertain, high paced, multi stakeholder environments.
She was the co-founder of Avios following the merger of the British Airways, Iberia and Airlines loyalty programs and led the growth and market entry strategies to transform the ubiquity of the currency for customers.
In 2017, Andrea has been the chief architect and founder ‘.air’ a unique, integrated platform which enables airlines to provide a seamless inflight customer experience.
Andrea recently completed an Executive Leadership programme at Chicago Booth University.
Managing director & Founder, Partner Union
Matt has over 20 years experience in loyalty and partnership development in financial services, retail and travel sectors. Throughout his career, he has thrived on change and innovation and been lucky enough to be involved in some ground breaking projects. This includes the introduction and roll out of the UK’s first “packaged” current accounts (or AVAs) with RBS, NatWest and Lloyds TSB and the development of the first “Dual Card” product with GE Capital & Debenhams – a hybrid credit/store card.
Outside financial services, Matt was central to the development of Avios and its evolution from Airmiles into IAG’s global loyalty currency. Since then he has worked as an independent consultant in the loyalty sector and founded Partner Union, which helps businesses unlock growth through partnership.
Matt is currently CEO of Synergy Financial Products, a Fintech platform provider supporting both B2C and B2B wealth management, protection and service products.
Robert J Graham
Rob brings over eighteen years’ experience of business strategy with a loyalty career dating back to the first year of Nectar in the UK, and heading up Aimia’s first retail analytics team in the UK. He later took the reins of RBS Group’s award-winning YourPoints programme, and was responsible for redemption partnerships including a unique deal with EasyJet and eBookers’ pioneering, white-label, “any flight any time” solution, before introducing the retail proposition that saw the suite of loyalty programmes approach 1m card holders across the UK and Ireland.
More recently, Rob led the strategy for Collinson Group for five years, in which period the business more than doubled in size and acquired loyalty technology pioneers, Welcome Real Time. Having led the group’s payments and financial services insight, Rob is now a freelance consultant in the loyalty and payments space.
With over twenty-five years sales & marketing experience, Paula specializes in loyalty marketing consulting for blue chip clients, advising and managing consumer loyalty propositions, strategy and operations.
Originally from Ireland, she both consults and works in-house on loyalty programme development, operations, partner negotiations, risk management and technology/platform solutions. She excels in simplifying the loyalty customer journey and ensuring an exceptional user experience. Her strategic approach ensures her client’s programmes achieve their commercial KPI’s.
Paula’s clients have included Telefonica O2 (Priority Moments programme), Electric Ireland Rewards Programme, Allied Irish Bank (tactical student acquisition campaign) as well as commercial partner acquisition for Avios (the currency of Aer Lingus, British Airways Executive Club and the International Airline Group).
She is now based in Dubai, UAE, and is working on a number of high profile regional online loyalty programmes focused on the Middle East market.
She graduated top of her year, earning a first class honours MBA from University College Dublin – one of Ireland’s most prestigious business schools.
(non-voting member of the panel) Editor, Loyalty Magazine & CEO of The Loyalty Magazine Awards
An enthusiastic supporter of the concept of loyalty and what it can achieve, Annich also writes for Card & Payment World, Fraud Watch and Mobile Innovations Magazines, which has helped her develop a good understanding of how technology can enhance the customer relationship.
She is regularly asked to comment on loyalty matters by the BBC and also works as a consultant to firms wanting to gain an understanding of the loyalty big picture. She is a regular conference chair and speaker.
Managing Director & Partner at Strategic Caravan Intl Pvt Ltd
Consulting, Planning and Program management in Customer strategy. We are an organisation that helps brands become Customer centric.
Customer driven decision making across marketing, operations, finance, HR, right from customer behaviour to development of key metrics and reporting we handhold organisations through the basic steps of collecting data, to reporting, driving campaigns and improving profitability into more advanced big data applications such as prediction, strategy and profitability.
Independent Customer Loyalty Consultant & Managing Director, Business Assyst
Chris is a renowned and highly experienced, independent Customer Loyalty Consultant with 25 years’ experience in Loyalty. Having been personally involved in over 90 programmes in retail, banking and telecoms, and having founded two companies offering customer loyalty solutions and services, he has practical experience in all aspects of Loyalty, from end to end.
He provides strategic direction and implementation support to businesses considering a new programme, or reviewing an existing operation, and advises solution providers on market opportunities. Having evaluated the metrics from many of the major high profile programmes, and other schemes in a range of sectors, he produces ROI financial models to support the cost justification process needed to control the risk of embarking upon the long term investment necessary.
Chris graduated in Computational and Statistical Science and is a Fellow of the Institute of Direct Marketing.
Founder Maverick Planet
Mark was an executive strategy director career in advertising, media and marketing agencies for most of his career and nominated as among UK’s top 10 Media Thinkers. He then founded Maverick Planet – a facilitated change consultancy helping clients find business, brand and marketing solutions for the dynamic digital, social and commercial world they inhabit.
Clients include: Google, The Economist, BSkyB, Ebay, Cadbury, Bupa, Samsung, Vodafone, English Cricket, Dixons, Quiet Mark and the governments of Denmark & Nigeria. Mark also advises a small number of mobile tech start-ups, is a guest lecturer at Henley School of Management and an occasional columnist for the Times & Guardian.
Loyalty marketing solutions
Radek Hrachovec has long-term involvement in the retail industry, with emphasis on the best practices in loyalty programmes and direct communication. He aims his effort to strengthen relationships with existing customers, keep their loyalty longer and maximise lifetime value.
Nowadays works as a freelance marketing specialist with focus on keeping customers for several companies. While independent he can draw on his 14 years experience in direct communication and loyalty programmes and share it with more people. His clients operate in retail, hospitality and financial services. His work includes creating loyalty programmes from scratch, program’s evaluation and suggestions, customer segmentation, multichannel communication, creation of loyalty coalitions and creativity plus imagination.
Director, PARALLEL marketing
A data marketing professional with over 20 years experience. His career started in the direct sell travel sector before moving into the Financial Services arena for most of his career. For the last 14 years he has work for himself as a consultant.
His experience ranges from delivering the full marketing mix across traditional and digital media, he has lead the delivery of brand led communication strategies, is a keen advocate of the power of data driven customer marketing and loyalty schemes, he champions customer value management through effective segmentation.
He is currently working closely with GDPR and the data protection changes due next May. Loyalty programmes and their compliance with GDPR is a hot topic for many. An active member of the DMA and Institut of GDPR, content provider for the IDM training modules. He works both with charities and private businesses.
General Manager, Loyalty & MySchool, Woolworths South Africa
Pieter has 35 years of experience in the Retail focusing on both the front and back end of the business. The last seventeen years he has specialised in Loyalty programmes with MySchool MyVillage MyPlanet and WRewards being the main areas of involvement. He is able to integrate Loyalty and Retail to deliver optimum programmes that delivers value to both Customer and Business.
His education includes a degree in Social Sciences and a Diploma in Advance Executive Management.
He has lead the development of non-traditional Loyalty programmes in South Africa and Africa, including the biggest Community based Loyalty Programme in SA from the start.
His Team have had multiple winning entries in the International Loyalty Awards since its commencement.
He believes that technology should support and enable great CX when delivering Loyalty programmes to the customer. But most of all he remains a true trader that loves engaging with his customers in a forever changing world.
He is married to Eryza and have two sons both in the financial industry.
A senior marketing & commercial director with a breadth of experience in digital,
retail, financial services, and FMCG, all with customer data and insight at the core. A strong blend of analytical and creative skills used to innovate and create breakthroughs
in highly competitive markets. An inspirational leader and engaging peer, having led large teams for over 15 years
in a variety of businesses, markets and countries, all of which makes me good at getting stuff done.
Nicole is a loyalty marketing expert with specialty in conceptual design and implementation of loyalty programs, evaluation of necessary IT requirements as well as development and execution of marketing strategies.
Her industry experience covers retail, travel & hospitality, online gaming, industrial goods and process industry. Furthermore, she brings a broad experience in coalition loyalty management to the table.
Originally from Germany, Nicole has worked for international companies such as Lufthansa Miles and More and Bertelsmann in Europe. Having lived in the US for the recent years and working for American Express, she now combines European and US loyalty expertise.
Since 2019 she’s back in Munich, Germany, working as an independent loyalty consultant in the German and European market.
Based in Hong Kong, Stephen Hay is an Asia Pacific leader in loyalty, CRM and customer engagement; with over 25 years of customer innovation, development and transformation working with blue chip organizations such as Cathay Pacific, Asia Miles, Mandarin Oriental Hotel Group, AS Watsons Group, LVMH, Sands China.
Stephen kicked off his career in loyalty at Cathay Pacific Airways and was responsible for the strategy and programme design for Asia Miles, the region’s most successful reward programme. Later, joining Collinson Group’s loyalty agency ICLP, he led the loyalty consulting division driving both agency proposition innovation and programme design and development for key clients.
Appointed ICLP’s General Manager Hong Kong and then Regional Director Asia Pacific, he was responsible for the sustained and long term performance growth of the agency and the adoption of best practice loyalty and CRM across the region. Most recently, he serves as Loyalty advisor and strategic consultant to both start ups and industry leaders looking to develop the next generation of customer engagement and loyalty propositions.
Amanda Cromhout is CEO and Founder of Truth. Amanda’s extensive experience in the field of loyalty & CRM has put Truth at the forefront of the loyalty industry. As a boutique consultancy specialising in loyalty, CRM and customer centricity strategy development, Truth has proudly delivered loyalty programmes and customer centricity strategies for many of South Africa’s best-known brands and our international clients or conference keynote speaking in USA, New Zealand, Europe, Ghana, Kenya, Hong Kong, Indonesia, Mauritius and Malaysia. She had previously spent 11 years at British Airways, leading sales & marketing teams across UK, Africa, Middle East & Asia. She has also spearheaded the Customer (CRM) division at Woolworths, South Africa’s leading premium retailer. Amanda is invited to speak, professionally, as a keynote speaker and thought-leader in her field, both in South Africa and internationally. Amanda is married to Theo with 3 children and enjoys extreme endurance events to keep her mind sane!
A selection of the judges from the independent judging panels review and score all the qualifying entries and compile a shortlist in each category. The judges gather for a final judging day in March/April annually, and vote for the overall winners in each category. Judges will be required to declare any vested or conflict of interest at the time of judging in any particular submission and will be asked to abstain from voting in that category. Supporting material, where provided, will be presented at this point in the judging process.
All judges of The Loyalty Magazine Awards are bound by a Code of Conduct covering confidentiality, conflicts of interest and contact with entrants. The judges’ decisions are final and there will be no opportunity for appeal, discussion or correspondence.