hotel reservations
Hilton Chicago

720 South Michigan Avenue

Chicago, IL 60605
Reserve CRMC Special Rate Rooms Here

or call 312-922-4400  |  877-865-5320
Make a Reservation

AGENDA

EVENT SCHEDULE:
Wednesday, June 4
10:00am-1:00pm
PRE-EVENT ACTIVITIES (BTOC ONLY)
1:15pm
MAIN CONFERENCE KICKOFF
Thursday, June 5
7:15am-11am
GENERAL SESSIONS
11am-3pm
CONCURRENT SESSIONS
3pm-5pm
GENERAL SESSIONS
Friday, June 6
8:30am-11:30am
GENERAL SESSIONS
11:30am
ADJOURN
2025 Brand Presentations
How adiClub is driving engagement at scale

Consumers expect to receive a brand and shopping experience tailored to their preferences, with personalised offerings in both digital and physical spaces. In this session, we cover how adiClub is providing members with various opportunities to enrich their brand experience and engage in a magnitude of different ways – bringing consumers closer to adidas, driven by building stronger emotional connections, all via utilizing the brand’s unique strengths and capabilities.

CLAUDIO CORTI

Global Senior Manager Membership Strategy adidas

CLAUDIO CORTI

Global Senior Manager Membership Strategy adidas

chevron-double-right
Bealls Department Stores: AI in Action—Driving Conversion and Profitable Growth for Anonymous and Loyal Shoppers

AI-powered personalization has become essential for maximizing real-time customer engagement. Bealls Inc. is leveraging AI-driven offer personalization to tackle one of retail’s biggest challenges: converting anonymous browsers into high-value buyers—all while deepening relationships with existing customers and driving profitable growth. Join this session to learn how Bealls Inc. uses AI-powered personalization to maximize conversion rates and average order value (AOV) without sacrificing profit margins. Discover how Bealls Inc. accelerates the customer journey by delivering the right promotional treatments to both new and returning customers—driving desired outcomes while avoiding costly margin erosion. Plus, hear how Bealls Inc. achieved these results with an implementation process that is light-touch, scalable, and resource-efficient, proving that personalization doesn’t have to be a long or expensive journey. Through real-world examples and actionable insights, Bealls Inc. will share how their approach to personalized offers has not only driven higher conversions but also built more meaningful and profitable customer relationships. Whether your focus is on acquisition, retention, or both, this session will leave you inspired with practical strategies to optimize your personalization efforts and achieve measurable results.

Kevin Brughelli

Divisional Vice President, eCommerce and Digital Marketing

Bealls

Paul Rivietz

Vice President Sales, Ecommerce Solutions

Exchange Solutions

Carter’s: More Than Just Cute—Meeting the Next Generation of Parents’ Needs with a Personalized Loyalty Program That Grows with Them

For generations, Carter’s has been the trusted name in children's apparel, a staple in nurseries across America. But as times change, so must we. Today's parents are different. They're digital natives, seeking brands that reflect their values and connect with them on a personal level. That's why we're embracing a new era for Carter's – one that is more than just cute. It’s messy, funny, rewarding, and real. We're not your grandma's shower gift anymore. We're evolving, pushing boundaries, and designing clothes and experiences that resonate with today's families. Our strength lies not only in the iconic Carter's brand but also in our powerful family of brands: OshKosh B'gosh, with its heritage of durability and playful style, and Skip Hop, offering innovative products for modern parenting. Central to this evolution is Carter's Rewards, our reimagined loyalty program.  We've moved beyond transactional coupons and into personalized experiences, perks, and exclusive access - in ways that change and grow as fast as kids do.

Lyndsie Adams

Vice President Customer Activation

Carter’s

Kevin Severs

Director of Customer Retention

Carter’s

Colgate-Palmolive: Acquiring & Activating a Global Data Strategy

In today's rapidly evolving business landscape, first party data has become a critical asset that drives innovation, decision-making, and consumer engagement. Colgate is transforming their approach to data by building a robust global strategy that aligns with their mission to deliver superior oral care and personal care products to consumers worldwide. In this session, we will explore how Colgate-Palmolive is acquiring, integrating, and activating data across regions and functions to enhance business outcomes. We’ll discuss the key strategies and technologies that are enabling Colgate to drive personalized experiences, improve operational efficiencies, and accelerate data innovation.

We’ll also highlight the challenges faced in managing data at a global scale and how we’re overcoming these barriers through agile governance, cross-functional collaboration, and scalable data infrastructure. Please join Maranda and Pam as we share Colgate’s journey in creating a data-driven culture that’s transforming how we connect with consumers, drive business growth, and innovate for the future.

Maranda Kidd

Senior Director of CRM & Data Strategy

Colgate-Palmolive

Pam Erlichman

Head of Experience Strategy

BlueConic

Great Clips: The Path to Loyalty - Right-Now Steps to Stay Ahead of the Game

According to the Harvard Business Review, loyalty programs can accelerate customer profitability only if they are part of a larger loyalty strategy. Committing this oversight is partly why three-quarters of loyalty programs fail in their first two years. So what does it take to launch a sustainable loyalty program? The most successful brands follow a protracted path. Just ask Great Clips, the world’s largest and fastest growing salon brand that has undertaken a 12-month “path to loyalty.” With an ultimate goal to drive incremental salon visits, they chose to first lay the groundwork for a strategic loyalty launch. Thinking big on zero-party data, customer behavior, and personalized experiences, Great Clips will share what steps they’ve taken to both prepare and test and learn in order to create more effective marketing efforts that will enable a faster, more effective program implementation – and long-term loyalty success.

Susan Fletcher

Director of Digital Marketing

Great Clips

Roger Williams

Head of Loyalty

Marigold

Hilton Honors: Setting a New Standard "For the Stay"

Learn how Hilton is setting a new standard for loyalty programs, demonstrating how technology-driven solutions can deliver personalized guest experiences and elevate both operational efficiency and member satisfaction. Through seamless integration and real-time data exchange, custom segmentation, and automated reporting capabilities, Hilton Honors has transformed the guest experience, front desk operations and program administration, resulting in substantial revenue growth and expansion of its member base. In this presentation, Jenn and Ned will share how Hilton’s implementation of innovative features like digital key technology and streamlined redemption workflows, and rapid and thoughtful expansion of Hilton Honor’s partnerships have enhanced the guest experience and delivered significant top- and bottom-line growth.

Jenn Chick

Global Head & SVP, Loyalty & Customer Growth

Hilton

Ned Shugrue

Vice President

Phaedon

Lowe's: Building Lowe’s Loyalty Ecosystem
Nicole Bernhardt

Senior Director of Loyalty

Lowe’s Home Improvement

McDonald’s: Targeting Customers with Relevant and Timely Messaging

Today’s consumers expect timely, highly relevant personalization from the brands they engage with. And meeting those expectations can do a lot to boost companies’ bottom lines: More than 80% of customers say that personalization has a significant impact on their decision to buy. However, the majority of consumers say their experiences with brands aren’t personalized. To ensure that their customer engagement efforts stand out, marketers need to deepen the maturity of their personalization programs and ensure that the tailored experiences they’re serving up to their customers drive real, concrete value. In this session, attendees will learn how McDonald's leverages rich, first-party data to understand each customer's context and bring personalized experiences seamlessly to life via modern customer engagement tools. Join Jena as she discusses how this leading global brand built out a global MarTech program in order to give markets around the world the ability to deliver personalized experiences to their customers. The content will cover how the company balances people, process, data, and technology to engage with their fans and deliver highly relevant messaging at scale, as well as using automation and personalization to boost the impact and relevance of McDonald’s loyalty and CRM programs.

Jena Hess, Director

Global Personalization, MarTech and Customer Data Strategy

McDonald's

Building Customer Loyalty at Michaels: From Rewards to Emotional Engagement

Michaels has evolved its loyalty strategy from transactional rewards to deeper customer engagement. In 2019, it launched an email capture program, followed by a loyalty program in 2020, offering spend-and-earn rewards to drive repeat purchases.

To improve transparency, Michaels introduced a 3% and 6% rewards structure in 2022, making incentives clearer and increasing repeat purchases. Now, the focus shifts to fostering emotional loyalty to further influence customers consideration towards Micheals.

Using a test-and-learn approach, Michaels is evaluating new benefits to enhance long-term engagement. This session will explore the programs evolution, key insights, and strategies for building deeper customer loyalty.

Sachin Schroff

Vice President of CRM, Loyalty and Marketing Technology

Michaels

Omni Hotels: CDP in 1, 2, 3

Customer Data Platforms have had their turn around the block, but if you’re still stuck on “go” come learn how Omni Hotels and Resorts enabled a brand new CDP with marketer value in a matter of weeks. Hear how a phased approach and well-ordered priorities help identify the perfect partner and then implement successfully. CDPs don’t have to be a big, unwieldy, complicated project. Nor do CDPs have to stop at being a tool for marketers alone. Omni will share how the CDP is shaping the future of operations on-property as well.

Lindsay Eichten

Senior Director, Loyalty and Customer Engagement

Omni Hotels & Resorts

Kaci Stradtner

Director of Loyalty Operations

Omni Hotels & Resorts

PetSmart: Loyalty Unleashed: How PetSmart Elevates Customer Engagement with AI

PetSmart’s Treats Loyalty program has always been about more than earning points—it’s about building meaningful connections with over 65 million pet parents and their beloved furry family members. With Treats accounting for 95% of purchases, it has become a cornerstone of PetSmart’s commitment to delivering value and earning the trust of pet parents everywhere. As customer expectations continue to evolve, PetSmart saw an opportunity to elevate its loyalty strategy and ensure every experience feels as unique and special as the pets they serve. To meet these rising expectations, the team at PetSmart turned to AI to rethink how they engage with their most loyal customers. By weaving AI Decisioning into their loyalty strategy, the CRM team has found new ways to understand what each customer needs, tailoring every interaction to deliver moments that truly matter. From curated offers to perfectly timed messages, AI Decisioning has helped PetSmart bring a fresh level of personalization to millions of pet parents. Beyond enhancing customer experiences, the marketing team has also freed up valuable time to focus on strategic initiatives instead of repetitive tasks. Join us to learn how PetSmart is reimagining loyalty through innovation, creating deeper connections, driving measurable results, and setting a new standard for personalized loyalty programs.

Bradley Breuer

Vice President Marketing

PetSmart

Tejas Manohar

Co-Founder and Co-CE0

Hightouch

Pizza Hut: Driving Relevancy with AI-Driven Engagement

For brands, greater efficiencies are the hallmark of AI. Dozens of team members are no longer needed to deliver messages and offers for greater personalization. Learn how Pizza Hut is now able to deliver true 1:1 communication at a fraction of the time. Join this session to hear examples of how they are using the technology to their advantage.

Ashley Travis

Senior Director Growth Marketing

Pizza Hut

Princess Cruise Lines: Enhancing Audience Engagement through Segmentation and Personas

Princess Cruise Lines has been at the forefront of leveraging advanced segmentation and persona development to build highly targeted audiences. By focusing on demographics, segmentation, and persona work, they have successfully identified and engaged audiences more likely to enjoy cruising. This strategic approach has allowed the brand to tailor marketing efforts, ensuring that messaging resonates with the right audience segments. Join us during this session to learn more about the innovative techniques, and the impact of efforts on their overall marketing strategy.

Deborah Zierten

Vice President Acquisition and Retention

Princess Cruise Lines

Mike Wagner

SVP Travel, Hospitality & Entertainment

Acxiom

Subway: Breaking the Huddle with Game-Changing Plays for Loyalty

In a world where many loyalty plays tend to look the same, Subway is breaking through the noise with a global, game-changing new loyalty program - MVP Rewards. Launched in Fall of 2023 with resounding success, MVP Rewards goes beyond the traditional bounds of QSR, challenging industry limitations that may be holding your brand back. Hear from Brett and Tania about how they pushed the limits to achieve an impressive first year in market. From a tier construct unique to the QSR industry, to personalization and onboarding strategies, to the re-engagement of lapsing customers, this reimagined loyalty program is foundational in shaping the future of the Subway brand. This session will show you how your brand can think outside of the box and level up for long-term loyalty.

Brett Charobee

Vice President of Personalization and Guest Affinity

Subway

Tania Tawil

Vice President & GM of Retail

Kobie

Loyalty That Feeds the Soul: Sweetgreen’s Fresh Take on Engagement

How does a commitment to connecting people to real food translate into unwavering customer loyalty? In a competitive QSR market where affordability, value, and ease typically shape customer choices, Sweetgreen is redefining what loyalty looks like by amplifying the brand experience. This session will explore how Sweetgreen applies a customer-first approach to loyalty, ensuring that every digital touchpoint, in-store moment, and brand activation fosters deeper relationships. Drawing inspiration from cultural relevance to design moments that spark brand love, learn how Sweetgreen keeps customers coming back—not just for the next meal, but for the brand itself.

Leslie Short

Head of Loyalty and CRM

Sweetgreen

Daniel Welch

Senior Managing Partner, Head of Growth

Salient

The Home Depot: Optimizing Media to Achieve Brand Equity Goals

Discover how The Home Depot is revolutionizing its marketing strategy to connect with new homeowners who may not be as familiar with the brand. This presentation unveils how the brand has harnessed advanced measurement models, including MMM and MTA, to gauge the impact of digital video platforms like YouTube on media ROI and brand metrics such as NPS. The audience will gain a comprehensive strategy framework to balance brand and performance objectives effectively. We will also dive into The Home Depot’s innovative marketing tactics and learn how they leverage cutting-edge technology and strategic partnerships to achieve their vision. Don't miss this opportunity to walk away with actionable insights that can transform your marketing approach.

Zach Darkow

Senior Director, Marketing Activation & Measurement

The Home Depot

Mark Anton

Vice President, Consulting Service

TransUnion Marketing Solutions

The Save Mart Companies: Transforming Grocery Commerce with AI-Driven Innovation

In today’s rapidly evolving grocery landscape, mastering the balance between innovation and tradition is critical. Tamara will explore how grocery retailers can elevate traditional approaches and embrace advanced AI-driven technologies to drive sustainable growth and exceptional customer experiences. This session will illustrate how AI transforms data into actionable insights, enhancing both customer journeys and promotional strategies. Explore the critical importance of blending advanced AI technologies with established grocery practices to ensure sustainable growth while maintaining customer trust and loyalty.

Tamara Pattisson

SVP & Chief Digital Officer

The Save Mart Companies

Diane Keng

CEO

Breinify

2025 Expert Speakers
Coming Soon...

Coming Soon...

Relationships First—How to Use Authentic Connection to Grow Loyalty

It's no wonder that marketers often get a bad rap. In a world of dwindling authentic connections, it's easy to see marketing as the least authentic interaction of all. But this doesn't have to be the case. By transforming the way they and their teams interact with customers, leaders can forge more human connections that lead to dramatically improved sales outcomes. During this session, you will learn how to start from a place of empathy to develop a deeper understanding of your customer base and earn trust by listening without distraction, making more meaningful small talk, and practicing assertive empathy. Craft compelling stories that activate passion in your customers-and tell those stories in a compelling way, and explore the key questions that lead to breakthrough conversations with customers.

Shabnam Mogharabi: Storytelling that Sticks

A society is influenced by and reflected in its stories. As individuals, and as marketers, understanding the art and science of storytelling can be a powerful personal and professional tool. Storytelling can play an important role in your company, meetings, and cultures, as well as in helping to spread ideas and engender brand loyalty. In this keynote presentation, Shabnam will offer insights into how and where to leverage storytelling as a marketing tool, what powerful moments lead to the strongest stories, and how to find opportunities for storytelling to impact your internal teams. Leveraging real-world examples, case studies, videos, and interactive exercises, she will give attendees the tools they need to tell memorable, impactful, and effective stories. You will discover tips and tricks for becoming a better storyteller, understand the 4 EPIC moments that lead to the most memorable stories, learn when and how to leverage storytelling as a marketing loyalty tool, and, gain insights into the power of story for building stronger marketing strategies and more successful outcomes.

chevron-double-right
Past Brand Presentations
Anthropologie
Ian Dewar
View Presentation
BarkBox
Kristen Elmer & Brian Murphy
View Presentation
Blain’s Farm & Fleet
Andrew Hendricks & Shai Frank
View Presentation
Ford
Melissa Richards & Christopher Sandstrom
View Presentation
Grubhub / SKIP the Dishes
Rachel MacAdam
View Presentation
Harley-Davidson
Drew Ormrod & Maciek Gorzkowski
View Presentation
Hilton Grand Vacations
Kian Conley & Mike Wagner
View Presentation
Jamba Juice & Shell
Mike Sylvester & Sam Chheng
View Presentation
Panera Bread
Catherine Thacker
View Presentation
Parkland
Mike McDowell
View Presentation
PepsiCo
Emily Amy & Pam Ehrlichman
View Presentation
ThirdLove
Amy Carr & Winnie Shen
View Presentation
Ulta Beauty
Nicole Bernhardt
View Presentation
Victoria’s Secret
Sarah Sylvester & Wendy Culpepper
View Presentation
Wawa
Dena Pizzutti & Jim Hallock
View Presentation
Wilson Sporting Goods
Julie Coffman & Parinaz Vahabzadeh
View Presentation
Adore me
GAELLE OUGGOURNI & NICOLAS CAPUONO
View Presentation
Bath and Body Works
JAMIE SOHOSKY & SEAN CLAESSEN
View Presentation
Build-A-Bear
ED POPPE & SISI BELTRAN
View Presentation
Canadian Tire
GREG SHELLY & SEAN CARRIGAN
View Presentation
Claire’s
MELISSA DURHAM ISAACS
View Presentation
Free People
ERIN MALONE & PAM ERLICHMAN
View Presentation
GNC
JENNA O’CONNOR & ALLISON BENTLEY
View Presentation
Kiehl’s
ALYSSA CALLAHAN, HUNG MA, PATRICIA COLARD
View Presentation
Life Time Athletic Clubs
LYNDSIE ADAMS & JAMES NELSON
View Presentation
London Drugs
YVONNE ANYON & WENDY CULPEPPER
View Presentation
Majid-AI-Futtaim
KASHMIRA MOTIWALLA & JAMES MULRONEY
View Presentation
McDonald’s
DEANNA HERNANDEZ & MELISSA BERGER
View Presentation
NASCAR
DONALD BAAL, JENN MCMILLEN & NED SHUGRUE
View Presentation
NBA
HOPE TANNENBAUM
View Presentation
Nike
EMILY TEELE & KATE DOYLE
View Presentation
Ollie's Bargain Outlet
Tom Kuypers
View Presentation
Pep Boys
CHRIS EBEL & MELISSA TATORIS
View Presentation
Sonesta
ROBIN RUTTLE & TOM MADDEN
View Presentation
Staples
LAURA DEPAOLI & TARA BRYANT
View Presentation
Valvoline
JAKE LESTAN & BARNUM BENNETT
View Presentation
Walgreens
MATT MARAKOVITZ
View Presentation
adidas
CLAUDIO CORTI & THOMAS KIRK
View Presentation
AMC
CARRIE TROTTER & WENDY CULPEPPER
View Presentation
ASICS
JENNIFER HOTH & PAMELA ERLICHMAN
View Presentation
Academy Sports + Outdoors
F. LAWRENCE LOBPRIES & STEVE DRIVER
View Presentation
Albertsons
SANKETT DESHPANDE & CAIT GORGES
View Presentation
Athleta
STEPHANIE WEI & TAMMY LEVI
View Presentation
Barry's
JENNA HAUCA & CHAD HOCK
View Presentation
Best Buy
MARCUS HILL & PAMELA POLLART
View Presentation
Brinks Home
VERONICA MOTURI & GEORGE KHACHATRYAN
View Presentation
Christy Sports
ZACHARY BURGESON & SCOTT MCNABB
View Presentation
ExxonMobil
YAN COTE & JERRY FILIPIAK
View Presentation
McDonald's
ALLEGRA KRISHNAN & SEAN CLAESSEN
View Presentation
Paper Source
ISABELLE DARBY & EMILY WATSON
View Presentation
PepsiCo
MICHAEL CLEAVINGER
View Presentation
Reckitt
KALINA DENG & DEREK WATKINS
View Presentation
Rexall
BRIAN MORRISON & JEN HICKLING
View Presentation
Rite Aid
ANDRE PERSAUD
View Presentation
Shell
EBRU AK & BOBBY SPENCE
View Presentation
Shipt
HAILEY GABRIEL & MELISSA METHENY
View Presentation
Sleep Number
LISA ERICKSON, JESSICA SMITH & COURTNEY SCHACK
View Presentation
TGI Fridays
LINDSAY EICHTEN & SILVIA FLORES
View Presentation
Tapestry
ROSHAN VARMA & DAN MILGROM
View Presentation
The North Face
ERICA HOOD & MELISSA PRESBY
View Presentation
Ulta Beauty
KELLY MAHONEY & LISA BASCH
View Presentation
e.l.f. Cosmetics
BRIGITTE BARRON & EMILY RUDIN
View Presentation
CB2
PHILLIP CRUIKSHANK & EMILY WATSON
View Presentation
Chipotle
JASON SCOGGINS & JENN MCMILLEN
View Presentation
Harry Rosen
DARREN THOMPSON & XAVIER TORRES
View Presentation
Lands’ End
SARAH RASMUSEN & MELISSA METHENY
View Presentation
Michaels Stores
SACHIN SCHROFF & PAULO CLAUSSEN
View Presentation
Nike
CLARA PEDIGO
View Presentation
Panel: Walgreens, Kasasa Financial Services, and Rise Interactive
KATIE VOGT, ALYSON DANIEL, AND LARRY FISHER
View Presentation
Sally Beauty
GABRIEL TRUJILLO & ASHLEY LIVELY
View Presentation
Scientific Games
LORI SZYMANSKI & PINI YAKUEL
View Presentation
Wyndham Hotels & Resorts
SARAH PANNACCIULLI & GUY CIERZAN
View Presentation
Anastasia Beverly Hills
VIVIAN WENG & DENA KAYE-PHILLIPS
View Presentation
CB2
PHILLIP CRUIKSHANK & DENA KAYE-PHILLIPS
View Presentation
DSW
MELISSA DURHAM
View Presentation
Lands’ End
SARAH RASMUSEN & MICHELE FITZPATRICK
View Presentation
Lego
JASON WHITING & EMILY RUDIN
View Presentation
McDonald's Corporation
MAYANK PATEL
View Presentation
MyMove
KEN PECCA
View Presentation
Paper Source
ELIZABETH OWENS & YOAV SUSZ
View Presentation
Rexall Pharmacy Group
CAROLYN HYNDS & MIKE HUGHES
View Presentation
Southwest
JONATHAN CLARKSON
View Presentation
Stop & Shop
ROBIN RUTTLE
View Presentation
ULTA Beauty
KELLY MAHONEY
View Presentation
VF Corporation