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Agenda & Speakers

Driving Successful Customer Loyalty and CX Partnerships: A Brand Perspective

Tuesday, September 20, 2022 - 10:20 AM - 10:55 AM
There is a growing interest in brand-to-brand partnerships as a valuable resource for customer loyalty programs, especially with fraud, privacy, technology concerns, and other considerations. 

Today’s successful customer loyalty programs are not launched in a vacuum, and a growing number of brands are embracing the idea of partnering with one another to fully engage their respective consumers. This type of partnership was not always common, but as brands move into a new realm of co-opetition, they realize that outside-of-the-box thinking, and unique partnerships can prove mutually beneficial and drive measurable program results for both partners.

During this session, Loyalty360 will host brands that will share perspectives of the current opportunities and challenges they see today regarding partnerships, integrations, and marketing opportunities including: 
  • Comprehensive Understanding: Understanding the challenges and opportunities from a brand/marketing perspective
  • Navigating Stakeholders: How to navigate internal and external stakeholder obstacles to create a meaningful and measurably successful program
  • Effective Design: How to design programs from a short term POC to a more technologically integrated offering that is reciprocally beneficial to both programs
  • Success Criteria: How to work across the partners to determine measurable success metrics for all partners.


Lisa Erickson, Sr. Director of CRM and Loyalty, Sleep Number

As the Sr. Director of CRM & Loyalty, Lisa leads the development, execution and management of Sleep Numbers Loyalty program, the InnerCircle, as well as all direct mail and email programs. Lisa is responsible for the overall success and ongoing growth and management of these programs.  She directs the testing of all programs to ensure continued evolution and growth.  She is responsibility for the InnerCircle member engagement and program profitability. Leveraging her deep experience in retail, holding positions in merchandising, finance, strategic and promotional planning and marketing she is able to activate new initiatives quickly and successfully. Lisa is constantly striving to take the InnerCircle program to the next level of engagement. Prior to joining Sleep Number, Lisa held management positions at Best Buy and the Department Store Division of Target Corporation. She is born and bred in Minnesota, living there all her life and earning her Bachelor of Science degree from the University of Minnesota in Retail Merchandising and Business.

Theo Holloway, Senior Director Loyalty and Customer Engagement, Best Western International


Troy Simms, US Retail Partnership Manager, ExxonMobil

As the Director for Retail Fuels Partnerships, Troy Simms leads partnership business development for the United States. With over 20 years of experience at ExxonMobil, he possess a deep understanding of the Retail Fuels business with roles ranging from global strategy development to sales & marketing. Since early 2021, Troy has directed the development of B2B collaborations that target end-consumer engagement and drive loyalty to Exxon™ and Mobil™ sites. He is currently accountable for ExxonMobil’s relationships and offers with leading brands in the loyalty and technology space including Walmart+, AARP, Albertsons, Apple, Google, Waze, and more. He was born and raised in the Bahamas but considers himself a proud Texas Longhorn after earning his MBA at the University of Texas Austin.

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