Loyalty Consulting Director
As a Loyalty Consulting Director at Bond Brand Marketing, Lia works with clients to help them create and redesign their loyalty value propositions.
Previously, Lia spend almost 6 years at LoyaltyOne, where she and her team were responsible for managing research initiatives within North America and internationally and consulted the Bank of Montreal on using the AIR MILES currency to grow its credit card business. Drawing on over a decade of experience in loyalty marketing, analytics and research, Lia led the strategic planning and implementation of LoyaltyOne’s research efforts, helping establish the organization’s thought leadership in the global industry.
Prior to joining LoyaltyOne, Lia held the position of Marketing Manager at The Home Depot, where she spearheaded the revitalization and re-launch of their B2B loyalty program. Lia has also assumed several marketing positions at American Express focused on customer acquisition, engagement and product and portfolio management in both B2B and B2C environments.
Lia holds a BBA in Marketing and Finance, as well an MBA in International Business Strategy and Marketing from the Schulich School of Business at York University.
A few months ago, I was asked what my vision of the future of marketing would be for when my 3.5-year-old son becomes an adult. This sparked my imagination and I felt compelled to share my vision of the future of marketing. Being a data-driven marketer myself, I realize that this vision is slightly utopian, and I don’t know how many years it will take for this vision to be realized in reality. Regardless, I would love to play a key role in making this dream come true.
The young man asking this question elaborated to ask whether I believe my son will be bombarded with too many messages and too much information when he comes of consumer age, which frankly I believe has already started. My simple answer at the time was “no.” By the time he becomes an adult, all content will be curated for and by him. Even today, we have the technology to personalize all content. Just a few years ago, this meant knowing who the customer was and targeting the message to her. In this day and age, we can go far beyond knowing “who.” We can push personalization to “where” and “when.” With the consumer carrying her mobile phone on her person virtually 24 hours a day, I know not only who she is, but I know where she is and even the time and the weather in her exact location.