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Agenda & Speakers

Forget 1:1. 1: You is the New Reality When it Comes to Personalization

Sustaining loyalty member engagement is no easy feat. Members expect marketers to personalize communications and share messages and offers that are relevant to their unique needs. To fulfill on these expectations and sustain member loyalty, brands like AutoZone and Dunkin’ are shifting from 1:1 communications to 1:You – a holistic customer experience strategy that’s personalized to the individual across all interactions.
In this interactive workshop, we’ll discuss a crawl-walk-run approach to achieving a 1:You messaging strategy. Learn about AutoZone and Dunkin’s personalization journeys including best practices on keeping members engaged. Attendees will leave this interactive discussion with a clear understanding of how to reach their personalization goals.
Workshop discussion points include:
  • - The benefits of segmentation and how to best categorize members for your program to achieve 1:You personalization and a consistent customer experience
  • - How research, continuous testing and being agile are keys to success and unveil the ‘ah-ha’ moments
  • - How to make sure your program isn’t ‘getting stale’ and what the modern loyalty member expects
  • - How technology and marketing need to work together to ensure a 360-degree customer view is achieved


Brad MacDonald, Vice President of Loyalty Consulting, Epsilon

Brad Macdonald is a Vice President of Strategic Consulting for Epsilon’s loyalty practice and has a passion for helping clients design experiences that create customers for life.
Brad has over 13 years of loyalty and CRM experience across a variety of industries.  His work includes loyalty program design and implementation, database marketing, CRM system development, marketing analytics, partner marketing, and product development.
Prior to Epsilon, Brad led loyalty and CRM efforts within the beauty industry at Regis Corporation and gained extensive travel/hospitality industry experience while at Carlson Hotels, Delta Air Lines, and Northwest Airlines.
Epsilon clients include Darden Restaurants, Valvoline Instant Oil Change, Helzberg Diamonds, GNC, Big Lots, Buffalo Wild Wings, Gap, Inc., and AutoZone
Brad lives in Utah, where he loves spending time with his family, finding adventures outdoors, backcountry skiing, trail running, and triathlons.

Darin Smith, Director of Loyalty, AutoZone

Darin Smith has a unique background for his way of looking at business and marketing. Having spent a vast majority of his experience in field leadership, he always sees things through the lens of the customer- no matter what business he directs. Having taken that vast leadership expertise, while staying focused on what matters to the customer, it has helped him oversee two of the largest loyalty programs in retail. GameStop’s PowerUp Rewards and AutoZone Rewards are both now in 1 of every 5 homes in the U.S. He is always looking at what technology is next for the consumer to increase their loyalty and share of wallet spend. Darin is a recognized speaker for loyalty and is an avid gamer.

Kevin Murphy, Vice President of Client Services, Epsilon

Kevin is a senior level executive with over 25 years’ experience in marketing consulting, CRM and Loyalty strategy in complex business environments. Kevin has consulted with leading companies including Domino’s, Dunkin, Baskin-Robbins, Lowe's Home Improvement, Marriott, Harrah's Casino and many other Fortune 500 clients.

He currently leads Epsilons’ restaurant group, helping clients improve their customer experience by leveraging data, technology and communications.
Prior to joining Epsilon, Kevin was a Partner at Trone Brand Energy, a Digital Marketing Agency, Executive Vice President of Strategy with Targetbase, an Omnicom company and Vice President of Client Services at M/A/R/C Research. Kevin has a passion for helping brands connect with people and leading winning teams to produce business results.
Kevin lives in High Point, NC and enjoys outdoor activities, travel and creating new experiences with his family.

Saad Khalid, Senior IT Manager and CRM, Dunkin’

As Senior IT Manger of CRM at Dunkin’, Saad is focused on leading Dunkin’s Loyalty CRM platforms to deliver top notch experiences for guests. Additionally, he oversees the strategic development of the applications internal team members leverage for reaching and engaging guests with the brands. Saad is always researching key technology solutions and strategic channel integrations that will increase guest engagement and loyalty to the Perks program. Prior to leading CRM at Dunkin’, Saad focused his efforts on Point of Sale (POS) integration ranging from credit and gift cards to loyalty and in-store technology like digital menu boards, online orders, video surveillance and more. Before joining Dunkin’, Saad worked at Paytronix Systems where he led multiple POS integration initiatives, was instrumental in directing the Loyalty product roadmap and provided clients in the QSR and financial services industries with programs that positively impacted their sales. Saad earned both his Bachelor of Science in Business Administration and Master of Business Administration in Management Information Systems from Boston University.

Tad Fordyce, SVP of Loyalty, Epsilon

As Senior Vice President, Loyalty, Tad is responsible for leading Epsilon’s Loyalty business, including the Agility Loyalty™ solution. Prior to joining Epsilon in January 2016, Tad served as Senior Vice President, Global Commercial Solutions at Visa, where he was responsible for Visa’s B2B payment products around the world. Additionally, he was responsible for business strategy and product management of Visa’s risk, loyalty and business intelligent solutions. Before joining Visa, Tad was the director of database marketing for Hilton Hotels Corporation. Tad holds a Bachelor of Fine Arts in Communications from Southern Methodist University.

Agenda Overview

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