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Agenda & Speakers

Loyalty Revisited – A Retrospective Panel Discussion with Loyalty Expo “Alumni”

An evolution in customer loyalty has been taking place for the last several years, spurred by the explosion of customer data and new technologies now available to help make sense of it. Gone are the days when a traditional rewards program on its own can effectively build true customer loyalty. Today’s marketers are taking a more holistic approach to building customer loyalty, using customer data and voice of the customer to offer more intelligent programs, deliver customer experiences that align with customer’s expectations and engage customers in ways that are relevant, feel authentic and expected. Given the ongoing and relatively rapid changes that continue to take place in the marketing and customer landscape it’s helpful to look at where we’ve come from, because looking back can be an important part of understanding where we are going.

This panel discussion will be a retrospective on how customer loyalty programs have evolved over the last one, two and three years. You’ll hear from past Loyalty Expo speakers who will discuss how their programs and overall customer loyalty strategies have changed since they’ve last presented to the Loyalty Expo audience. Panelists will discuss the journey of their customer loyalty programs, what’s worked – and hasn’t worked – along the way. As brands put increasing focus on building customer relationships and long-term loyalty, panelist will share their perspective on the changing role of loyalty within the overall customer strategy for their organizations and how it has impacted overall business objectives.


Bill Linehan, EVP & Chief Marketing Officer, Red Lion Hotels

Bill Linehan joined Red Lion in February 2014 as Executive Vice President and Chief Marketing Officer. He has more than 25 years of hospitality experience, most recently as Chief Marketing Officer and Managing Director at Richfield Hospitality and Sceptre Hospitality Resources, where he led the sales, marketing and resource management activities surrounding the company's portfolio of hotels and resorts. At Sceptre, Linehan repositioned the company to become a global leader of hotel revenue technologies. Prior to that, he was Vice President of Global Marketing for InterContinental Hotels Group where he established the marketing to re-launch seven IHG brands to the development community. Linehan also previously served as Global Vice President of Marketing, Brand Alignment and Partnerships for Starwood Hotels and Resorts and held sales and marketing positions with both Hyatt and Sheraton. 

Lindsay Eichten, Director of Loyalty, Sally Beauty

Lindsay Eichten is Director of Loyalty for Sally Beauty North America. Lindsay is passionate about bringing practical, tactical, measurable changes to retail loyalty programs. Since joining the Sally Beauty team in 2015, Lindsay has led the development of a number loyalty member lifecycle emails and bringing the newly refreshed Sally Beauty branding to life within the loyalty program. The Sally Beauty team continually looks to enrich their years-old Beauty Club Card program. Lindsay has six years’ experience in loyalty program design, analysis and implementation. Prior to joining Sally Beauty, Lindsay launched several loyalty program revisions for JCPenney Rewards, including niche programs supporting two retail divisions. Lindsay began her career in loyalty research and evaluation while working for Cinemark USA. Lindsay holds a BA in Economics and Finance and a Masters in Management Administration from the Naveen Jindall School of Management at UT Dallas.

Moderator - Mark Johnson, CEO & CMO, Loyalty360

As CEO & CMO of Loyalty360, Mark is committed to bringing loyalty to the forefront as a critical marketing strategy. To further this goal, he has created an unbiased, market-driven clearinghouse and think tank through which users and loyalty providers can interact and collaborate with. His finger on the pulse of what’s happening in loyalty, Mark is driven to give members the expert insight and guidance they need to develop strategies and implement programs that effectively engage their customers and employees and build stronger relationships with them.

Mark has significant experience in selling, designing and administering prepaid, loyalty/CRM programs, as well as data-driven marketing communication programs. He received his start in loyalty program design while at Fifth Third Bank in Cincinnati, OH where he developed the bank’s open (merchant-based gift card) and closed (MasterCard) system stored value programs (Premiere Issue).

Following, Mark was Vice President of Product Development at Stored Value Systems. Through efforts, SVS designed the gift card mall product and wrote its first comprehensive market evaluation on loyalty. He was also responsible for the recommendation to acquire the assets of DataMark Technologies and their loyalty processing clients. At Size Technologies, Mark sold loyalty and CRM programs to Alliance Data Systems (Dynamic Value), Carlson Marketing Group (Gold Points Replacement), National Processing Company/Bank of America, Blackhawk Marketing/Safeway and First Data Resources.

Mark has his undergraduate degree in mass communications (media management) from Miami University, an M.B.A from the University of Cincinnati, and is currently pursuing an M.B.A. in Business Information - Statistics from Xavier University. A recognized thought leader in loyalty marketing, Mark shares his expert insights with media worldwide. He is a regular contributor to Hotel Executive and 21st Century Business and has been featured in FoxBusiness, NBC News, ABC News, New York Times, Washington Post, 1to1 Magazine, MarketingSherpa, CRM Magazine and The PrePaid Press.

Noah Brodsky, SVP Worldwide Loyalty & Customer Engagement, Wyndham Hotel Group

As senior vice president of worldwide loyalty and customer engagement, Noah Brodsky is responsible for the growth and evolution of Wyndham Rewards, the newly re-launched guest loyalty program of Wyndham Hotel Group, the world’s largest hotel company.
Designed to be both simple and generous, Wyndham Rewards is a first-of-its-kind program for the hospitality industry, offering members a free night stay at any of more than 7,700 hotels around the globe for just 15,000 points with the opportunity to earn a minimum 1,000 points on every qualified stay.
In addition to Wyndham Rewards, Brodsky is also responsible for overseeing the program’s co-brand credit card, marketing partnerships, multi-brand advertising, social media marketing, customer care, and customer acquisition and retention efforts.
Brodsky joined Wyndham Hotel Group in June 2014 as vice president, sales innovation, where he was responsible for increasing the sales efficiency and driving the development and expansion of sales tools and systems for Wyndham Hotel Group’s global and field sales teams through strategy, systems administration, project management, communications and marketing and sales process.
Previously, Brodsky served as chief experience officer at WeWork, a venture-backed office leasing and co-working company based in New York, N.Y., where he oversaw operations, sales, marketing and public relations. His prior experience in the hospitality industry includes roles at Starwood Hotels and Resorts, Four Seasons Resorts and Walt Disney World.
Brodsky earned his bachelor’s degree at the Cornell University School of Hotel Administration in Ithaca, N.Y., and his master’s degree in business administration from Harvard Business School in Boston, Mass.
He is based in Wyndham Hotel Group’s Parsippany, N.J., offices.


Agenda Overview

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