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Agenda & Speakers

The Family Coppola Emphasizes Emotional Connection

Moving beyond transactional rewards programs to create true brand affinity has the been goal for many brands operating in the customer loyalty space. While transactional programs have benefits, experiential programs offer the promise of differentiation in a cluttered market. The Family Coppola, a company that offers wine, spirits and unique experiences has decided to focus on experiential rewards to drive deeper emotional engagement with its customers. One of the main strategies the company has undertaken is to treat customers like family members.
In a session at Loyalty Expo 2019, Jennifer Leitman, Executive Vice President of Marketing at Francis Ford Coppola Winery, will discuss how her company is emphasizing emotional connections.
Key Takeaways:
  • - Building internal and external brand advocacy – from your top employees to your best customers
  • - Leveraging unique experiences to drive emotional commitment
  • - How Coppola customized the customer journey to continue to be more relevant and engaging to their diverse audience


Jennifer Leitman, Executive Vice President of Marketing, The Family Coppola

Jennifer Leitman is a proven integrated marketing leader and data-driven strategist who thrives on innovation and creativity to connect communities and brands. As executive vice president of Marketing for The Family Coppola, Jen helps translate the vision of Francis Ford Coppola, six-time Academy Award winning director and entrepreneur, to millions of consumers around the world. The Family Coppola encompasses all the things Francis loves most–cinema, wine, food, spirits, resorts, and adventure–and embraces quality, authenticity and pleasure as a backbone to each of these vibrant business endeavors.
Jen connects the dots between consumer behavior, creative development and business strategy. She is responsible for innovation, communications, content, media planning, creative development, partnerships, and consumer and trade marketing, to enhance the growth and profitability of the entire business. Jen’s entrepreneurial spirit and endless curiosity about the world fuels her approach to progressive thought leadership and results-driven integrated campaigns. From digital and loyalty marketing to immersive experiences, packaging and partnerships, Jen’s diverse team of marketers, public relations professionals, site developers and creatives, work across a wide variety of platforms to promote some of the most iconic premium alcohol beverage brands in the world. 
Prior to her current role, she successfully led all aspects of marketing and creative for several entertainment brands, including; HGTV, PBS, DIYnetwork and Great American Country. She directed brand evolutions, redesigns, led consumer-marketing, creative services, partnerships and social media. Jen holds a BA in Communications from University of Missouri-Columbia and an MBA from University of Tennessee.

Jen is a strong proponent for equality and believes in doing good in the world. She currently serves on the Sonoma County Vintners Board and lives in Santa Rosa, California with her husband and daughter, whom she regularly volunteers with at Sonoma County Animal Services.

Agenda Overview

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