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Agenda & Speakers

The State of Customer Loyalty: Insights and Trends for 2025

Thursday, May 22, 2025 - 4:25 PM - 5:00 PM
In a rapidly evolving marketplace, customer loyalty remains a critical driver of business success. This panel session delves into the current state of customer loyalty, leveraging insights from Loyalty360's latest research papers on industry trends. Join our panel of industry experts as they discuss the latest trends, opportunities, and strategic approaches to fostering and maintaining customer loyalty in 2025 and beyond. 

Key Discussion Points:

  • Impact of Technology: Exploration of how advancements in technology, such as AI and analytics, are reshaping loyalty programs and customer engagement strategies.
 
  • Personalization and Customer Experience: Insights into the importance of personalized experiences and how businesses can effectively tailor their loyalty initiatives to meet individual customer needs.
 
  • Challenges and Opportunities: Identification of the main challenges brands face in maintaining customer loyalty and the opportunities that lie ahead.
 
  • Future Outlook: Predictions and strategic recommendations for brands aiming to enhance customer loyalty in the coming years.

 

Speakers

Brad Anderson, VP of Hilton Honors, Hilton

Brad is the Vice President of the Hilton Honors Program leading the team that sets the strategy and vision for building the best loyalty program experience across all industries for our over 210M+ members in every corner of the world. He currently served on the Board of Advisors of Loyalty 360 and been contributing to that group since 2024.

He has extensive experience in loyalty program design, CRM, global business strategy, financial and economic analysis, innovation methodologies, business case creation, product development, visualization analytics, project management, and communication strategy. He is very passionate for the hospitality and travel industry and is always seeking innovative approaches to marketing and the loyalty industry. 
He has served in a management role with responsibilities for guiding 65+ team members over the past 10+ years (current team is 40+ team members). He has also authored several papers, including the "The Craft of Incentive Prize Design: Lessons from the Public Sector," and "The Value of Crowdsourcing: A Public Sector Guide to Harnessing the Crowd."

John Sellers, Head of Loyalty and Rewards, Bank of America

John Sellers is the digital executive in charge of Rewards at BofA. In this role, John oversees all reward programs; including consumer, wealth management and small business relationship rewards programs and credit card rewards redemption. In 2022, Preferred Rewards was named ‘America’s Best Loyalty Program’ by Newsweek and ‘Best Bank Customer Loyalty Program’ by Motely Fool.

Prior to his current role, John had worked with other products including; Vehicle Lending, Investments, and Credit Card.  While in Card, John was the Director of Preferred Products and New Account Acquisition where he was responsible for all mass affluent BofA and Merrill branded products. John is the architect of the award winning Travel Rewards Card and led the effort to bring Chip technology to BofA cards.

Before his product roles, John spent the first half of his career in Credit Risk, where he was the Director of Risk Strategies. In this role, John oversaw existing account management strategies which included; line management, balance stimulation (cash and retail), authorizations (overlimit and delinquent) and other payment related strategies.

John began his career with BofA via the MBNA acquisition. He has an undergraduate degree from the University of Delaware where he was a Finance major. He also has an MBA from Penn State’s Smeal College of Business where he graduated with distinction and is a member of the Beta Gamma Sigma academic honor society.

John is involved in several community organizations. He is a lifesaver for the Blood Bank of DE and coaches several youth sport teams in Kennett Square, PA where he resides with his wife and three kids.

Moderator: Mark Johnson, CEO, Loyalty360

As CEO of Loyalty360, Mark is committed to bringing loyalty to the forefront as a critical marketing strategy. To further this goal, he has created an unbiased, market-driven clearinghouse and think tank through which users and loyalty providers can interact and collaborate with. His finger on the pulse of what’s happening in loyalty, Mark is driven to give members the expert insight and guidance they need to develop strategies and implement programs that effectively engage their customers and employees and build stronger relationships with them.

Max Everett, Head of Loyalty, Enterprise Mobility

Max Everett leads strategy and execution for Enterprise Mobility’s three flagship loyalty programs—National’s Emerald Club, Enterprise Plus, and Alamo Insiders—spanning North American and international markets. In this role he’s focused on enhancing customer value, deepening engagement, and driving meaningful business impact across the portfolio.  Prior to Enterprise Mobility, Max developed his career managing and transforming loyalty and customer engagement programs in both corporate and start-up environments across B2C and B2B2C settings at brands such as American Express, HSBC, Mastercard and Optum.  His has global experience having held positions in several international markets including Brazil, Mexico, Argentina, and Singapore, and speaks Spanish and Portuguese fluently.