The International Loyalty Awards would not be possible without our stoical, knowledgeable and hugely committed judging panel from across the world. The 2022 panel is highlighted below, but first some background.
In 2016 there were two panels, in 2017 there were three panels, and in 2018 there were four! This is because each year, more companies want the opportunity to win a coveted Loyalty Award, so each year we have to bring onboard more judges!
In 2021 we went online which had unexpected and hugely appreciated judging benefits.
It was an extremely insightful two days when these experts from across the world debated, discussed, argued – and eventually reached consensus!
For a start, all the judges from far-flung places could take part in the whole process. This added a real global dimension to the process. We judged across 2 days, and the judges were unanimous in their enthusiasm and approval. We also included a film of the judges talking about what particularly impressed them, and this can be viewed in the 2020 awards online presentation, which you can still view HERE…
In 2022, the judging panel for the International will be reinforced with even more experience and expertise from all regions, and once again, it will happen remotely.
Who is invited to join the panel? Our independent experts either specialise in a particular field, or have a broad insight into the many different elements of the loyalty industry. They include representatives from loyalty service providers, independent consultants and business commentators both from an industry and consumer perspective. We are hugely grateful for their hard work and contribution.
Chairman of the Judges 2022
Founder and CEO of Polymath Consulting
David is the founder and CEO of Polymath Consulting working on projects and advising organisations across the Cards & Payments industry. Polymath Consulting and David are particularly well known for their work on E-money & Emerging Payments.
Prior to moving into payments David spent 20 odd years with leading advertising agencies including Saatchi & Saatchi, Bates and McCann Erickson. Starting his career below the line in Sales Promotion he ended up as a Group Account Director and Head of New Business through the line.
Consumer Engagement & Retention Strategy Director, Oracle CrowdTwist
Andy Kulina, Consumer Engagement & Retention Strategy Director, Oracle CrowdTwist
Andy Kulina has been a part of the loyalty sector since, well, just about since there has been a “loyalty sector”! Andy was the Director, Loyalty Technology & Pricing at The Kroger Co. when they launched what is now the largest supermarket loyalty program in the USA, Kroger Plus.
Andy moved to the UK in 1998 to set up the European office for Retail Marketing Systems (RMS). RMS was one of the first companies to offer a loyalty management platform, first used by some of the biggest names in European retail including Ahold, Carrefour, Asda, Migros, ICA and Superquin.
Andy has a 360 degree view of loyalty, having been everything from a programme operator, a strategy & operations consultant, a software sales leader and even a founder of his own loyalty coalition, StylePoints. He now manages a team of Engagement & Retention SMEs for Oracle CrowdTwist.
Co-founder and Director, DataLab GmbH, Germany
A native Italian, Cecilia is the Co-Founder and Managing Director of DataLab GmbH, a Düsseldorf based marketing consultancy specialising in Loyalty, Data Analytics and Customer Equity. She is a Customer Management Expert with extensive experience in the international and German Loyalty industry dating back to her time as one of Loyalty Partner´s earliest team members, where she proved formative in the success of the coalition loyalty programme Payback.
In her current role, Cecilia and her team have been instrumental in implementing the relaunch of the Douglas Beauty Card with 39m active customers in 26 countries as well as in supporting Europe´s no. 1 pet supply chain, Fressnapf/ MaxiZoo, to develop and realize their CRM vision. DataLab´s renowned clients also include Rewe, one of Europe´s largest supermarket chains, the multinational chemical and consumer goods company Henkel and Santander Consumer Bank.
Prior to this, Cecilia was Director of Category Management, Purchasing, Marketing and Quality Management at the food home delivery Eismann. She has also held positions as the Director of Portfolio Customers at Citibank´s retail banking division and as Head of B2C Marketing and Sales at EnBW, one of Germany´s largest energy utility companies.
The published author and popular guest speaker regularly lectures at the WHU – Otto Beisheim School of Management, (Germany).
She has, since 2017 been a judge of the Loyalty Awards, which celebrate excellence, innovation and best practice in the loyalty industry across the world.
In 2012 Cecilia received the “Manager of the Year” award from “Generation CEO”, the German business network for women in top management.
Head of Product at SessionM, a MasterCard company
George Wilson is Head of Product at SessionM, a Mastercard company in Europe, Middle East and Africa and a member of the European Loyalty Leadership Team. George has a 20+ year career in Loyalty and has worked in various roles at British Airways, Collinson Group, First Data and has been at Mastercard for 9 years. In his roles he has launched and managed strategic programs for Al Futtaim Group, IHG, HSBC, Citibank, Hilton, Liberty, Riyadh Bank and Saudi Arabian Airlines that resulted in $Billion programs. In his current role he is responsible for driving SessionM in EMEA across Travel, Retail and Food & Beverage sectors.
Former head of Customer Loyalty, Sky
- Curiosity, passion, ambition and opportunism has taken me on a 20 year adventure around the globe affording me the opportunity to work with some of the most talented minds at the bleeding edge of creativity, technology and data. Our industry has given me the opportunity to learn and the privilege to teach, and yet there is still so much more… my adventure is still in its infancy.
- My background is as a strategist and leader. I am a bit data and modeller, a bit behavioural scientist, a bit brand planner, a bit UX a bit media planner, a bit coach and a bit change leader. If I were honest I would be the mongrel of strategists, with a unique blend of skills to help organisations maximise the value of technology, creativity and data in developing differentiating customer experiences for the digital world.
- My career has been driven by my passion to develop a deeper understanding of how and why people make the choices and decisions they do. Unlocking choice and how to influence it lies at the heart of the success of our industry. On my mission to understand, I have had the opportunity to spend time with some of the world’s leading academic institutions (including Duke University, MIT, UTS and Cranfield) and work with the world’s leading creative, media and communications businesses (including IDEO, Google, Facebook, Adobe and BMF).
- Over the years I have been lucky enough to contribute to the design and build of the user experience of one of the world’s first mobile wallets (Commonwealth Bank), I helped design the first cardless ATMs, I have overhauled the one to one, customer experience and loyalty programmes for many consumer and business brands including Virgin Atlantic, Qantas, Jet Star, KLM, Commonwealth Bank, HP, Boots and FOXTEL to name just a few.
- I have been flattered and recognised as a leader in my field. I have been a regular speaker and awards judge. I have held engagements at Google, Facebook, Australian Marketing institute, DMA UK/US, ADMA, IDM, B&T, MFA (Media Federation Australia) Loyalty World, and customer experience conferences around Europe, Australasia and the US. While in Sydney, i was a regular speaker on post graduate courses on consumer buying behaviour at UTS and a number of ADMA’s training programmes. In 2012 I was recognised by the Association of Data -driven Marketing and Advertising for outstanding contribution to our industry.
- The convergence of data, technology and creativity means our focus has shifted toward building products, utilities, content and entertainment that transforms the way that people interact with the brands and organisations they connect with. It excites me, possibly more than it should!
Client manager Tesco Clubcard, insight and CRM Dunnhumby
Mandeep has worked in marketing for 15 years, gaining experience across a broad range of agencies and clients including Publicis Dialog, RKCR/Y&R, Laphroaig, Virgin Media and Lloyds TSB.
Today Mandeep works for dunnhumby – the world’s leading customer-data platform and a pioneer in transforming customer data into customer-first strategies through their consultancy and products. As a CRM and Customer Insight Consultant, Mandeep has deep expertise in optimising the Tesco Clubcard loyalty programme – one of the world’s first, most sophisticated, customer-first programmes.
For the last 8 years Mandeep has worked closely with Tesco to help inform and build customer loyalty propositions, whilst also delivering customer targeting strategies for their largest loyalty comms, including Clubcard Statement. Mandeep has a dedicated and expert team of Client Leads and Campaign Managers and works with some super smart Data Scientists/Analysts; together they strive to look for new and innovative ways to improve the customer experience and drive long term loyalty.
Director of Strategy Direct Solution Int Ltd
Ian is director of strategy for Direct Solutions Int Ltd, Sri Lanka’s leading response agency.
He has been involved in loyalty marketing since he had hair and created the first relationship programme for Hilton Hotels worldwide in 1987 (beating Peppers and Rodgers into Loyalty by 1 year!).
He’s also been part of the team that has developed some of the more innovative programmes in S Asia including the first totally mobile programme for an FMCG product range.
A Founder Member and Fellow of the UK’s Institute of Direct & Digital Marketing, he was awarded Educator of the Year in 2002 following 18 years teaching customer loyalty. Ian also sits on the Council for the SL Institute of Service Management.
He’s currently advising airlines on monetizing their reward programmes and launching a new mobile App for the financial services sector
International Development Director of Virgin Red
Andrea Burchett has provided executive leadership in the airline, e-commerce and loyalty sectors for the past 24 year in complex, uncertain, high paced, multi stakeholder environments.
She was the co-founder of Avios following the merger of the British Airways, Iberia and Airlines loyalty programs and led the growth and market entry strategies to transform the ubiquity of the currency for customers.
In 2017, Andrea has been the chief architect and founder ‘.air’ a unique, integrated platform which enables airlines to provide a seamless inflight customer experience.
Andrea recently completed an Executive Leadership programme at Chicago Booth University.
Robert J Graham
Rob began his loyalty career in the first year of Nectar in the UK, heading up the retail analytics team before taking the reins of RBS Group’s award-winning YourPoints programme, introducing a paid loyalty concept and launching unique travel partnerships with EasyJet and eBookers.
At loyalty pioneer, Collinson, Rob was responsible for the group’s strategy as it doubled in size, acquired Welcome Real Time and launched its global redemption platforms. Rob led Collinson’s financial services strategy before consulting freelance for a global credit card issuer, leading research into virtual currencies and points payments solutions. Returning to retail, Rob joined Marks & Spencer in 2021 to reinvigorate the M&S Rewards loyalty programme and now heads strategy for the firm’s Bank & Services arm.
Philip Shelper is the CEO & Founder of Loyalty & Reward Co, the leading loyalty consulting agency. Loyalty & Reward Co design the world’s best loyalty programs for the world’s best brands.
Phil has many years’ experience within the loyalty industry, including roles at Qantas Frequent Flyer and Vodafone.
Phil is a member of several hundred loyalty programs, and a researcher of loyalty psychology and loyalty history, all of which he uses to understand the essential dynamics of what makes a successful loyalty program.
Phil is the author of Amazon bestseller ‘Loyalty Programs: The Complete Guide’, the most comprehensive book on loyalty programs available.
Former VP, Global Product Development at Mastercard & now a consultant
Trish is a seasoned executive and entrepreneur with over 25 years’ experience of developing retail and customer strategies and designing and launching profitable loyalty, personalization, CRM and retail solutions on a global scale. This includes two of the world’s flagship loyalty programs – Tesco Clubcard and Pick n Pay smartshopper in South Africa. A world expert, Trish has worked across all markets sectors including financial services, FMCG retail, department store, fuel, automotive, telecoms, airlines and leisure.
Most recently, Trish was the Global New Product Development Lead for Retail & Commerce within Mastercard Data & Services. Utilizing the latest innovations and cutting-edge AI, whilst leveraging new payment and digital concepts, and adhering to local legislation and GDPR, Trish led the design of innovative new solutions, including contextual marketing and personalization, to enable businesses to implement a future proof strategy and compete in both the online and offline world.
Prior to her role at Mastercard, Trish was one of the founding partners and Chief Strategy Officer of 5one, which was launched in 2002 and acquired by Mastercard in 2014. At 5one, Trish worked across all clients in all markets spearheading the strategic use of customer data to make better business decisions to drive top and bottom line growth. Clients included American Express, Saks Fifth Avenue, Pick n Pay, Selfridges Group, Boots and BP across 9 markets. Trish started her career at British Airways developing innovative forecasting and optimization systems, before joining dunnhumby, then a startup, where she led the Client Database Group and was part of the original team that trialed and launched Tesco Clubcard in 1995.
Trish is also an experienced industry speaker having participated as a panelist and presenter in key retail, loyalty and analytics conferences around the world.
(non-voting member of the panel) Editor, Loyalty Magazine & CEO of the International Loyalty Awards
An enthusiastic supporter of the concept of loyalty and what it can achieve, Annich also writes for Card & Payment World, Fraud Watch and Mobile Innovations Magazines, which has helped her develop a good understanding of how technology can enhance the customer relationship.
She is regularly asked to comment on loyalty matters by the BBC and also works as a consultant to firms wanting to gain an understanding of the loyalty big picture. She is a regular conference chair and speaker.
Managing Director & Partner at Strategic Caravan Intl Pvt Ltd
Brian is the founder of ‘Points for Good’ (www.pointsforgood.org) an award-winning charity platform to enable members of over 30 banks credit card lLoyalty programs to donate their loyalty points to more than 30 projects and 13 charities.
A Customer loyalty practitioner Brian for over close to 3 decades – among the many programs he has overseen, he launched several leading loyalty programs, including the British Airways Executive Club in South Asia, Taj Inner Circle, Jet Privilege, PetroBonus, First Citizen Club for Shoppers Stop, and many others programs like IRIS student science talent discovery program for Intel and Inquimed a medical portal for doctors for Pfizer’s.
He is continuously researching trends in the loyalty and business worlds to advice clients and organisations on becoming more customer-centric.
Brian, is an HBS Alumnus of the Advanced Management Program (AMP) – Leadership and Management from Harvard in the year 2013, before this he obtained his Master’s degree in Marketing (1993) from Jamnalal Bajaj Institute of Management, Mumbai. He is an alumnus of St. Xavier’s College, Mumbai where he pursued his bachelor’s degree in Math and Statistics and is also a Fellow of the Institute of Direct & Digital Marketing, UK. Most recently Brian has been certified as a Certified Loyalty Marketing Practitioner by the Loyalty Academy – USA.
Apart from Take Charge – a mentorship program, Brian helps on the Board of Trustees of Shanti Avedna Sadan, The Shanti Avedna Sadan is India’s first Hospice, an institution that takes care of the advanced terminally ill Cancer patients. A Member of the Board of Statistics – St Xavier’s College Mumbai as the Industry representative on the Board of Statistics.
Brian has been a jury member for the International Loyalty Awards in 2015, 2016, 2017, 2018, 2019, 2020.
Founder Maverick Planet
Mark was an executive strategy director career in advertising, media and marketing agencies for most of his career and nominated as among UK’s top 10 Media Thinkers. He then founded Maverick Planet – a facilitated change consultancy helping clients find business, brand and marketing solutions for the dynamic digital, social and commercial world they inhabit.
Clients include: Google, The Economist, BSkyB, Ebay, Cadbury, Bupa, Samsung, Vodafone, English Cricket, Dixons, Quiet Mark and the governments of Denmark & Nigeria. Mark also advises a small number of mobile tech start-ups, is a guest lecturer at Henley School of Management and an occasional columnist for the Times & Guardian.
Radek Hrachovec, CLMP
Partner of Pricewise
Radek dedicated last 20 years of his professional life to loyalty programs and direct marketing. He became one of the most skilled practitioners within the loyalty industry in Central Europe. His experience has been successfully exploited by companies looking to create programmes from scratch or who simply wish to use an experienced eye to evaluate an existing scheme. He is partner of the Pricewise company, which delivers Loyalty Programmes, Pricing & Direct Marketing Solutions.
Director, PARALLEL marketing
Simon began his career as an accountant before moving into direct sell holidays. He spent many years in Financial Services in both building societies and Personal Banking, working across a range of products and services which included regulated products. Roles included Head of Merchandising, Process Design and CRM including running Loyalty schemes through credit cards. Since setting up his business eighteen years ago, he has worked across many different business sectors for both B2B and B2C including Charities, start ups and Schools.
He is currently a member of the GDPR Institut and the EADPP, he has written core modules for the IDM (Institute of Direct Marketing) GDPR certificate which was awarded a certificate for best online course.
He also has clients in Turkey, Germany, and the US. He is a guest lecturer at the Pittsburgh University helping their MA and business students understand the impact of data protection across the world.
He has spoken at numerous business events on the impact of GDPR on Loyalty and is frequently asked onto panel discussions relating to GDPR and his speciality is the impact of Facial Recognition around the world.
General Manager, Loyalty & MySchool, Woolworths South Africa
Commerce with a Purpose: making a positive impact commercially and socially
More than 38 years’ experience in the retail industry as a Retail Specialist, General Manager, Loyalty and Strategic CSI professional, together with a strong interest in Human Behaviour Economics and the “why” customers respond to brands, gives Pieter the unique ability to create propositions that deliver sustainable results.
With a passion for human capital development and the belief that Leaders are most critical to the success of organisations and brands, Pieter’s core strengths include coaching, mentoring, leadership development as well as innovation, commercial acumen and specialist application of Customer Experience (CX) to loyalty and customer engagement.
His education includes a degree in Social Sciences and a Diploma in Advance Executive Management.
Pieter has led the development of non-traditional Loyalty programmes in South Africa and Africa, including the biggest Community based Loyalty Programme MySchool MyVillage MyPlanet since 1999. His points of departure when determining the foundations of Loyalty programmes are a) Relevance (personalisation), and b) Shared Value, two critical factors when engaging customers successfully.
His team have had eight winning entries in the International Loyalty Awards since its commencement and also six South African Loyalty Awards, his proudest local achievement being the recently awarded “The Best SA Loyalty Team”. He was also recognised as an Alumni Award recipient from North West University (SA), for sustainable positive impact in the broader SA Community landscape. Pieter has served as an International Loyalty Awards judge since 2016 and values the opportunity to contribute globally to a field he is passionate about.
Pieter believes that technology should support and enable great CX when delivering Loyalty programmes to the customer, and to this end his team regularly deliver exceptional results in Nett Promoter and Customer Efforts Scores. Above all else, he remains a true trader that loves engaging with his customers in a forever changing world.
He has a passion for conservation and through the MyPlanet Rhino Fund over R20m was invested in strategic anti-poaching initiatives in the South African Developing Community (SADC) countries.
- 30 years experience in data led marketing predominantly on the client side and in retail, with world class experience in customer loyalty, customer insight, CRM and digital marketing. He has won many marketing awards becoming a judge in the DMA’s and the Loyalty Awards.
- He learned his craft in Boots and launched the Boots Advantage Card in 1997 putting 4% on Boots sales and gaining 10m members in the first year
- Went on developing his customer insight and CRM expertise in Tesco and digital expertise running Tesco Bank and Tesco.com. He relaunched Tesco Clubcard in 2002 stole Airmiles from Sainsburys and used CRM to take 1% of sales from them Grew Tesco Bank from 3m customers to 5m and over £200m of profit.
- Put this experiencer to great use in Avia and Direct Line Group who became the biggest UK advertiser on google in 2009, only to vastly reduce this to drive even more growth through other channels, he remains a ppc sceptic!
- Developed and launched the Morrisons loyalty programme and scaled their CRM to more than £1bn in sales. Working with RMG, we grew their retail media revenue to more than £54m/year
- Becoming a marketing consultant he has worked in many retailers, and countries around the world.
- He spent the last few years on the agency side leading a small data insight consultancy based in Leicester, working with many retailers and highly successful loyalty and CRM programmes.
- Crawford was persuaded to come back from early retirement to work with RMG bring this expertise to our clients. He is too young to retire and has too much fun working with retailers to spend all his time cycling.
Nicole is a loyalty marketing expert with specialty in conceptual design and implementation of loyalty programs, evaluation of necessary IT requirements as well as development and execution of marketing strategies.
Her industry experience covers retail, travel & hospitality, online gaming, industrial goods and process industry. Furthermore, she brings a broad experience in coalition loyalty management to the table.
Originally from Germany, Nicole has worked for international companies such as Lufthansa Miles and More and Bertelsmann in Europe. Having lived in the US for the recent years and working for American Express, she now combines European and US loyalty expertise.
Since 2019 she’s back in Munich, Germany, working as an independent loyalty consultant in the German and European market.
Amanda Cromhout is CEO and Founder of Truth. Amanda’s extensive experience in the field of loyalty & CRM has put Truth at the forefront of the loyalty industry. As a boutique consultancy specialising in loyalty, CRM and customer centricity strategy development, Truth has proudly delivered loyalty programmes and customer centricity strategies for many of South Africa’s best-known brands and our international clients or conference keynote speaking in USA, New Zealand, Europe, Ghana, Kenya, Hong Kong, Indonesia, Mauritius and Malaysia. She had previously spent 11 years at British Airways, leading sales & marketing teams across UK, Africa, Middle East & Asia. She has also spearheaded the Customer (CRM) division at Woolworths, South Africa’s leading premium retailer. Amanda is invited to speak, professionally, as a keynote speaker and thought-leader in her field, both in South Africa and internationally. Amanda is married to Theo with 3 children and enjoys extreme endurance events to keep her mind sane!
How the judging works: A selection of the judges from the independent judging panels review and score all the qualifying entries and compile a shortlist in each category. The judges gather (virtually) for a final judging day in March/April annually, and vote for the overall winners in each category. Judges will be required to declare any vested or conflict of interest at the time of judging in any particular submission and will be asked to abstain from voting in that category. Supporting material, where provided, will be presented at this point in the judging process.
All judges of the International Loyalty Awards are bound by a Code of Conduct covering confidentiality, conflicts of interest and contact with entrants. The judges’ decisions are final and there will be no opportunity for appeal, discussion or correspondence.