Agenda & Speakers

Zhenxiang Zhao, Director - Loyalty Customer Insights and Strategy, American Eagle

Customer insights and strategy leader proven effective at transforming analytics into tangible strategies that drives business growth. Highly experienced at utilizing shopper insights to develop effective strategies through extensive experience working with top retailers including Walmart, Kroger, and Walgreens.  Zhao has led the Loyalty Customer Insights vertical at American Eagle for 5 years and resides in Pittsburgh with his wife, Maren, and 2 girls Alice and Layla. He holds an MBA from Carnegie Mellon University and an Engineering degree from Cornell University.  

Kate Maxwell, Director of Loyalty Strategy & Operations, Amtrak

Kate Maxwell is the Director of Loyalty Strategy & Operations at Amtrak, leading strategy, development, and optimization of Amtrak Guest Rewards, one of the nation's largest transportation loyalty programs. With over a decade of experience in loyalty, CRM, and customer analytics, Kate has built and scaled programs across travel, hospitality, and specialty retail. Prior to Amtrak, she directed the BlueRewards loyalty program and customer retention strategy at Bluemercury and spent a half-decade at Hilton shaping the Honors elite member experience. Kate holds an M.S. in Commerce from the University of Virginia and is known for bringing a data-first, customer-centric approach to loyalty strategy that drives lasting engagement and measurable impact.

Katie Dalton, President, Audience Rewards

Katie Dalton is President of Audience Rewards, Broadway’s official loyalty program serving over 3 million members and driving more than $1 billion in ticket sales. 

Over the past 15 years, she has led the company’s evolution from a startup into a leading loyalty and engagement platform operating across a multi-stakeholder industry, building partnerships with brands including American Express, Ticketmaster, and United Airlines. Most recently, Katie led a full brand and technology transformation to position the company for its next phase of growth. 

She co-founded The Broadway Women’s Alliance and serves as Co-Chair of the Partnerships & Sponsorships Committee for The Broadway League, as well as a board member of the Movemeant Foundation. 

Sam Blanton, Card Loyalty Product Specialist, NCSECU

Sam Blanton is a Card Loyalty Product Specialist at North Carolina State Employees’ Credit Union (NCSECU), where he supports the strategy, development, and ongoing optimization of the credit card rewards program. With nearly a decade of experience across program delivery, training and development, and member service, he brings a well-rounded perspective on shaping loyalty experiences that are both customer-focused and operationally sound. He has contributed to the evolution of NCSECU’s Rewards program from early development through launch and continuous improvement. He began his career in NCSECU’s branch network and remains deeply passionate about the credit union model, with a focus on delivering meaningful, accessible value to NCSECU’s members.

Brad Moats, SVP of Card Product and Portfolio Strategy, NCSECU

Brad Moats is the SVP of Card Product & Portfolio Strategy at NCSECU serving the membership for over 4 years. In his role, his team manages credit, debit, and ATM card products, loyalty programs, and cards analytics for Card Services. He has over 18 years in the financial institution space focused on cards and loyalty programs. Brad did over a decade with American Express, various vendors, First Citizens Bank before landing in his home at NCSECU. Credit Unions, our focus with people helping people, always spoke to him and great to finally be delivering on his calling. And loves it! And our members! It’s very rewarding to deliver the best card products and loyalty programs available in market to our members exceeding their expectations on a daily basis.

Emily Feldman, Senior Director of Loyalty & Member Experience, PetSmart

Emily Feldman is Senior Director of Loyalty & Member Experience at PetSmart, where she leads strategy for the Treats Rewards program, one of the largest loyalty programs in retail, serving more than 80 million members. Under her leadership, the program has evolved into a seamless omnichannel loyalty experience offering value, personalized engagement and deeper connection between the brand and pet parents across North America.

Emily specializes in building customer-centric loyalty strategies that drive engagement, fuel sustainable growth and strengthen brand affinity. She has led the transformation of PetSmart’s loyalty program into a more personalized, insight-driven ecosystem, with a strong focus on connecting digital, in-store, and associate-led interactions.

Prior to PetSmart, Emily was an Engagement Manager at L.E.K. Consulting, where she advised leading retail and consumer brands on growth strategy and transformation. She holds an MBA from MIT Sloan School of Management and dual bachelor’s degrees in Economics and English from the University of Chicago. Outside of work, Emily is a pet parent to dogs, fish, and a crested gecko – fueling her passion for creating meaningful experiences for pet parents and their pets.