Developing data-driven Customer Marketing Strategies to drive brand profitability is the focus of my work. My roots are in the Customer Loyalty industry, though I clearly understand that a holistic approach to developing greater value in customer groups is needed to be successful in this digital age.
While every brand needs to develop a well-planned and executed Customer Strategy, not all need a "loyalty program". Customer Engagement is a predecessor of Customer Loyalty and creating Customer Experiences are part of my planning methodology.
Hanifin Loyalty has developed, implemented, managed and measured Customer Marketing strategies for well-recognized brands in multiple verticals over the past 15 years. We have a global scope and have worked with brands in dozens of countries around the world.
I am passionate about understanding how people interact with brands and what drives their purchase decision-making. The path to purchase is anything but direct, chaotic at times, and my investment in thought leadership (anticipating change, looking ahead and around corners) has led to many new concepts in the Customer Marketing field.
In my role as CEO - Wise Marketer Group (WMG), I lead the development of TheWiseMarketer.com as Managing Editor and am on a mission to create the leading source of news, education and research in Customer Engagement, Loyalty, CRM and the broader category of Digital Marketing.
WMG operates The Loyalty Academy™, which offers the first educational program for marketing professionals in our industry, the Certified Loyalty Marketing Professional™ (CLMP). Loyalty Academy™ offers public workshops for loyalty marketing training and provides corporate training to global brands. More Information may be found at www.LoyaltyAcademy.org