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Agenda & Speakers

The Keys to Driving Emotional Loyalty: Crafting Customer Loyalty Programs that Truly Connect

Wednesday, June 5, 2024 - 1:30 PM - 2:05 PM
During this panel session, we delve into the intricate relationship between emotional loyalty and customer loyalty programs. While traditional loyalty schemes focus on transactions, emotional loyalty captures the heart of consumers, fostering enduring connections beyond mere purchases. Join this session as our panel of brand marketers share their experiences with:
• Leveraging personalized experiences to build connections with consumers
• Strategies for building brand advocacy
• Techniques for eliciting emotional responses from customers, such as community-building and surprise and delight initiatives
• Actionable steps for integrating emotional loyalty strategies into existing customer loyalty programs


Avery Miller, VP Avion Rewards Consumer Digital Products, Royal Bank of Canada

Avery is a veteran of banking and payments having held positions across operations, risk, strategy, and product for nearly 20 years. He currently leads shopping experiences and digital consumer products for Avion Rewards, RBC’s award-winning loyalty and rewards program. Prior to this Avery was responsible for bank partnership integrations, like card-linking and pay with points, and commerce optimization for enterprise clients at PayPal. He was also responsible for the innovation labs and digital commerce strategy at Capital One, including the purchase of Wikibuy (now Capital One Shopping). Avery loves solving interesting and complex user problems and is the author of several payments’ patents.

Moderator: Katie Berndt, VP of Strategy Experience & Research, Phaedon

Katie’s guiding principles include listen generously, seek clarity, and live life to the fullest. She brings more than 20 years of marketing, loyalty program design, and CRM strategy experience to her role at Phaedon. She is known for successfully leading and collaborating closely with cross-functional teams (including analytics, technology, creative, and operations) to design and enhance best-in-class loyalty programs and CRM strategies to improve the end-to-end customer experience. Katie has worked on loyalty and CRM strategy, journey mapping, and research projects for a wide range of verticals, including airlines, airports, consumer lifestyle, energy, financial services, grocery, hospitality, transportation, restaurants, and retail.
Prior to joining Phaedon (previously known as ICF Next), Katie spent nearly 10 years with Transamerica, which specializes in insurance, investments, and retirement. She led marketing teams responsible for driving acquisition, engagement, and retention strategies for the consumer retirement division. Outside of work, Katie enjoys traveling, running, biking, reading, and spending time with family and friends.

Ryan McGrath, EVP Digital and Marketing Innovation, Mille Lacs Corporate Ventures

Ryan McGrath – Executive Vice President of Digital and Marketing Innovation at Mille Lacs Corporate Ventures
Ryan McGrath is a digital and marketing leader with experience developing and executing award-winning marketing campaigns with a digital DNA and tech backbone. Ryan leads the Digital Innovation Group at Mille Lacs Corporate Ventures (MLCV) and is responsible for the growth, support, and scalability of the digital ecosystem and in-house marketing agency for Grand Casino Mille Lacs and Grand Casino Hinckley.
Ryan has experience working with companies ranging from radical startups to Fortune 500, and B2B to B2C organizations in the technology, gaming, hospitality, healthcare, retail, travel, CPG and manufacturing industries, such as Mystic Lake Casino Hotel, 3M, Cargill, Nike, Taco Bell, Intel, Dell, Uber, and many others.

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