Building and maintaining a loyal customer base is a fundamental objective of every brand.

Loyalty marketing programs, or "rewards programs," have long been considered the most effective way to identify customers as individuals, determine their value to your business, motivate them to increase the share of business they give you, and reward best customers for continued business.

Many companies launch a loyalty program but fail to revisit measures of success and adjust the program accordingly. But if you allow it to evolve as the market changes, a well-designed and executed loyalty program can work wonders for your brand.
Meet the Expert

About Mary

  • 30 years in senior positions in marketing services & direct marketing agencies around the globe.
  • Special focus on digital & loyalty marketing, particularly within the tech, airline & hospitality sectors.
  • Recent brands include: HP; Intel; Virgin America; Omni Hotels & Resorts & Joie de Vivre Hotels.


President • Carse Consulting
2004 — Present
  • Digital marketing & loyalty strategist with extensive global experience.
  • Current & recent clients include leading brands such as HP; Joie de Vivre Hotels; Intel; WestJet; Omni Hotels & Resorts
  • Virgin America - Interim Director to lead evolution of Virgin America's Elevate loyalty program
  • Core Competencies: CRM; Loyalty Program Strategy, Planning & Development; Customer Insight & Engagement; Integrated Communications Strategy & Planning; Data Analysis, Interpretation & Reporting; Business Case substantiation & KPI development; e-Mail & Digital Marketing.
VP Strategy, Analytics & Creative • Digital Impact
2001 — 2003
  • Headed up three 3 business lines, through the provision of value-added services that complemented Digial Impact’s core, technology based, business – the execution of online direct marketing programs for Fortune 1000 companies.
General Manager • ICLP
1991 — 1999
  • ICLP specializes in developing, implementing and managing loyalty & frequency marketing programs on a global basis.
  • General Manager, Dallas - Reporting directly to ICLP’s CEO in London. Responsibilities were broad and included business development, client service, staff recruitment and supervision/management of the multi-lingual call center and lettershop/fulfillment departments.
  • General Manager, Singapore - set up & developed ICLP’s first overseas operation - offering the same service mix as in the UK.
  • VP Marketing, London - Core role was to increase awareness of ICLP & the service mix offered. An integral part of this was the development of loyalty consulting services, positioning the company as more than just a ‘back-end’ vendor.
Group Account Director • Foote, Cone & Belding
1989 — 1991
  • WorldWide Account Director for the Agency's largest account 
  • Developed an innovative global loyalty program
Account Supervisor • Ogilvy & Mather
1984 — 1988


University of Birmingham, England
BSoc Sc, Business
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