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Agenda & Speakers

Customer Loyalty and Customer Experience for CPG Brands?

As consumers are faced with a wide variety and ever-expanding list of options, it can be a challenge for CPG brands to break through to noise and establish their brand. Additionally, these challenges are only intensified with the control retailers have over customer’s data and influence they can have on their overall customer relationship.
 
With these challenges in mind, many CPG brands are experimenting with new ways to build customer loyalty. While any program comes with its set of opportunities, there are some that are unique to the CPG space.
 
This session featuring panelists from Kellogg’s, Mountain Dew, and Sugarfina will share their perspectives on building a customer loyalty strategy, campaigns, and building emotional connections with their customers.  

Speakers

Mark Staples, Associate Director, Kellogg's

Mark has over 15 years’ experience in loyalty, promotions and consumer relationship marketing.  His work began at ePrize (now HelloWorld) where he led the loyalty and promotion strategy for Coca-Cola and the MyCokeRewards program.  He has held roles at the Kellogg Company leading the creation, implementation and activation of national promotions and key strategic partnerships.  For the last 2.5 years he has led the Kellogg’s Family Reward program and has been instrumental in its evolution from a code based program to one based on receipt image and loyalty card validation.

A graduate of the University of Michigan with both a B.A. and an MBA, Mark enjoys spending time with his family, reading and getting outdoors.

Moderator: Matthew Kates, CMO, Prizelogic

Matthew Kates is the Chief Marketing Officer at PrizeLogic where is responsible for company’s positioning, go-to-market strategy and key client initiatives. He has 20+ years of marketing experience ranging from promotions and loyalty marketing, and brand management to corporate marketing and growth strategy. He previously served as Vice President of Strategic Services at HelloWorld (formerly ePrize) where he built the company’s promotions and loyalty strategy capability and was the lead strategist for high-profile programs including My Coke Rewards and Xbox Live Rewards. Kates also served in brand and marketing manager positions for both the Pepsico, Quaker Foods Division and the Kellogg Company where he spearheaded initiatives to penetrate emerging channels and bring new products to market. He has been recognized as a thought leader, quoted in numerous publications including Adweek, Chief Marketer and Forbes. Kates earned his bachelor of science in economics from Northwestern University and his MBA from Indiana University’s Kelley School of Business.
 

Rachel Schilowitz, Marketing Manager, Mountain Dew

Rachel Schilowitz (SOM ’15) is currently a Marketing Manager at PepsiCo, working on long term innovation and strategy for the Mountain Dew brand coming up with new ways to inspire and excite Dew Nation, whether through bold flavors or new loyalty platforms. Prior to PepsiCo, she worked in product development at OXO, a kitchen and household gadgets company known for its ergonomic and innovative products. She graduated from Columbia University and Yale School of Management. She lives with her husband Daniel and three children in Stamford, CT. 

Zainub Naqvi, Senior Manager of CRM and Loyalty, Sugarfina

Zainub oversees Customer Marketing and Loyalty at Sugarfina. Zainub built, launched and leads strategy & efforts of Sugarfina Rewards for the organization. Besides acting as the key stakeholder over Sugarfina Rewards, she also handles all customer metrics, consumer insights and direct mail. Throughout her career, Zainub has brought transformational insights and marketing strategy to organizations which has in turn led to an increase in customer satisfaction & positive ROI driving initiatives. Prior to joining Sugarfina, Zainub held positions at Fabletics at Techstyle, Yext and Huron Consulting Group. She holds an MBA from UCLA Anderson School of Management and a bachelor’s degree from the University of Michigan. Zainub enjoys yoga, cooking and getting involved in her community. She currently resides in Los Angeles, CA with her husband.
 

Agenda Overview

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