Celebrating Women Who Are Shaping the Future of Loyalty!

This International Women’s Day, we’re celebrating the incredible women who are not only at the forefront of the most impactful loyalty programs worldwide but are also driving the conversations that shape the industry’s future.

From crafting data-driven strategies to leading innovative customer and community engagement initiatives, these superwomen are redefining the way brands connect with their audiences. Their expertise fosters collaboration, inspires innovation, and strengthens the loyalty community, making the industry more inclusive and forward-thinking.

As they pioneer new approaches and set new standards, these women are not just transforming customer loyalty—they’re inspiring the next generation of leaders.

Join us in recognizing some of the standout visionaries making their mark in loyalty marketing today. We’d also like to give a huge shoutout to WiseMarketer’s Women in Loyalty Series and the Loyalty Trailblazer’s initiative from International Loyalty Awards that has highlighted the work of exceptional women:

1. Alisha Malik – President, E-Commerce & Marketing, Metro Brands

Alisha Malik has been a driving force behind Metro Brands’ digital transformation, shaping how the brand connects with customers in a fast-evolving retail landscape. With a sharp focus on omnichannel expansion and innovative marketing, she has played a key role in blending digital convenience with personalized rewards to create seamless, engaging experiences.

Her leadership has strengthened Metro’s customer loyalty, ensuring that shoppers don’t just return but build lasting relationships with the brand. Through data-driven strategies and forward-thinking execution, Alisha continues to redefine customer engagement in retail.

2. Amanda Cromhout – Founder & CEO, Truth

When it comes to simplifying the complex world of customer loyalty, Amanda Cromhout is a true master. Based in Cape Town, she’s the powerhouse behind Truth, a global consultancy that helps brands build smarter, more effective loyalty programs. In 2023, she was named International Loyalty Personality of the Year, a well-deserved recognition for her work in reshaping how brands approach customer loyalty through education, consulting, and strategy.

3. Amy Barnett – Vice President Loyalty and Digital Experience at Cracker Barrel

Amy Barnett is a seasoned marketing leader with a deep understanding of CRM and loyalty programs. With decades of experience, she has mastered the art of blending data-driven strategy with customer-centric engagement to drive long-term brand loyalty.

As Vice President of Loyalty and Digital Experience at Cracker Barrel, Amy is leading the brand’s digital transformation while staying true to its heritage and core values. Before Cracker Barrel, she sharpened her expertise at Brierley, a top loyalty consulting firm, where she specialized in CRM strategy and analytics. Her ability to balance innovation with tradition makes her a key force in shaping the future of loyalty.

4. Anna Khomukha – Director of Sales, Global Flight SARL

Anna Khomukha is at the intersection of loyalty, travel, and business growth. As Director of Sales at Global Flight SARL, she plays a pivotal role in shaping loyalty strategies for the travel industry and leading the commercial success of the annual Loyalty & Awards conference—a premier event bringing together the brightest minds in travel loyalty.

With a keen eye for new opportunities and business development, Anna is responsible for driving commercial strategy, managing sponsorships, and crafting tailored business solutions that align with client needs. She thrives on building strong industry relationships, curating high-value partnerships, and ensuring each conference delivers maximum impact for attendees and sponsors alike.

5. Barbara Hagen – Vice President, Sales and Marketing at ThriftBooks

Barbara Hagen is a marketing leader who knows how to turn strategy into success. With over 16 years of experience at Fortune 100 companies, she has built a reputation for driving brand growth through data, analytics, and consumer insights. As Vice President of Sales and Marketing at ThriftBooks, Barbara is all about innovation and impact—leading high-performing teams, shaping brand strategy, and delivering solutions that don’t just meet business goals but push them further. Her ability to blend data-driven decision-making with creative thinking makes her a standout force in the industry.

6. Devon Wylie – CEO, CRMC

With 23 years in the event industry—20 of them dedicated to CRMC—Devon Wylie has been at the heart of curating, shaping, and elevating conversations in the CRM and Loyalty space. As the driving force behind CRMC, she doesn’t just manage an event; she crafts an experience where the most impactful stories in customer loyalty, marketing, and retail take center stage each year. Her passion lies in bringing people together, fostering connections, and making sure the right voices are heard—turning CRMC into a must-attend event for loyalty and CRM professionals worldwide.

7. Elisabeth Keller – Senior Vice President, Client Success, Capillary Technologies

 With 20+ years of experience, Elisabeth Keller has helped some of the biggest brands in retail, travel, and consumer goods turn data into loyalty gold. As the SVP of Client Success at Capillary Technologies, she’s all about using AI, omnichannel engagement, and personalization to keep customers coming back. If there’s anyone who knows how to transform customer relationships into long-term business growth, it’s Elisabeth.

8. Geetha Raghuvanshi – Chief Technology & Data Officer, Al-Futtaim Group

Click the GIF to Watch the Loyalty TV episode

Geetha Raghuvanshi is currently the driving force behind Blue Rewards, one of the Middle East’s most successful loyalty programs. As a leader in customer loyalty at Al-Futtaim Group, she’s all about putting customers at the heart of every strategy, strengthening brand relationships, and ensuring long-term engagement. Her contributions have played a key role in Al-Futtaim’s success as a regional leader in loyalty, supporting the seamless integration of rewards across its automotive, retail, real estate, and finance businesses. With a strong focus on enhancing customer experiences, Geetha continues to drive impactful loyalty initiatives in the region.

9. Hadie Perkas – CEO and Founder, European Loyalty Association

Hadie Perkas is on a mission to bring the loyalty industry together. As the CEO and Founder of the European Loyalty Association (ELA), she has built an exclusive network where loyalty professionals can connect, collaborate, and drive innovation. Her passion for knowledge-sharing and industry growth led her to launch The Gift Club in 2020—an international community for Gift Cards, Incentives, Rewards, and Loyalty. Through her work, Hadie has become a key force in shaping the future of loyalty, creating opportunities for brands to network, learn, and evolve in an ever-changing landscape.

10. Helen Maxfield – Head of Personalisation, Vodafone 

Helen Maxfield is a highly driven, commercial marketer experienced in all aspects of strategic and operational loyalty program delivery. She has extensive experience in loyalty, CRM and personalisation program delivery. Helen specialises in creating customer-centric solutions with a track record across grocery retail, e-commerce, telecommunications and media. 

11. Jaimi Farrey – Group Head of Loyalty, Hanes Brands Australia

Jaimi Farrey is making waves in the loyalty space, earning recognition as a Loyalty Trailblazer at the International Loyalty Awards 2025. Her leadership at Hanes Brands has transformed the company’s approach to loyalty, introducing data-driven solutions, sustainability-focused rewards, and hyper-personalized engagement strategies. Jaimi’s ability to blend innovation with customer-centric thinking has set new industry benchmarks, ensuring that Hanes Brands’ loyalty programs are not just effective, but truly meaningful and future-ready.

12. Katie Dalton – Executive Vice President, Audience Rewards

Katie Dalton has been instrumental in shaping Audience Rewards into what it is today—a thriving, sustainable loyalty program built for Broadway fans. As Executive Vice President, she has played a key role in transforming the program from a startup into a powerhouse of customer engagement and rewards. In partnership with Capillary Technologies, Katie continues to push the boundaries of loyalty innovation, ensuring Audience Rewards delivers memorable, meaningful experiences that keep Broadway fans coming back for more.

13. Katherine Boulware – Vice President, Consumer Insights and Consulting, Capillary Technologies

Katherine Boulware is a powerhouse in customer analytics and loyalty marketing. With over 15 years of experience in CRM, segmentation, and campaign strategy, she’s helped brands across travel, healthcare, and beyond turn data into real customer connections. Her expertise in building insights-driven programs has made her a go-to expert for brands looking to create loyalty experiences that truly resonate.

14. Kelly Goldsworthy – Head of Live Better at Capitec Bank

Kelly Goldsworthy is redefining what loyalty looks like in banking. As the head of Capitec’s Live Better Rewards program, she’s taking charge of creating customer-first loyalty strategies that go beyond traditional perks. Under her leadership, Capitec has transformed customer engagement, offering rewards that encourage healthy behaviors and smarter financial choices. By seamlessly aligning banking services with wellness incentives, Kelly is setting a new standard for loyalty in financial services, proving that rewards can be both impactful and meaningful.

15. Marian Kelly – Co-CEO & Co-Founder, International Loyalty Awards & Loyalty Connect Global

Marian Kelly is passionate about celebrating the visionaries shaping the future of customer loyalty. As Co-CEO and Co-Founder of International Loyalty Awards & Loyalty Connect Global, Marian plays a key role in curating, organizing, and championing loyalty excellence on a global scale. From shaping the awards criteria to ensuring the most impactful stories and strategies get the spotlight, she is deeply invested in bringing together the loyalty community to learn, celebrate, and push the industry forward.

16. Megan Fiorendino – US/EU Marketing Lead, Capillary Technologies

Megan Fiorendino is at the forefront of customer engagement and loyalty transformation at Capillary, driving growth across the US and European markets. She combines data-driven marketing with innovative brand storytelling, helping brands build deeper connections with their customers. What makes Megan stand out is her ability to blend strategy with creativity—turning insights into impactful loyalty experiences. 

17. Michelle Williams – Senior Loyalty Manager, Vodafone

Michelle Williams is all about creating seamless, customer-first experiences that keep Vodafone customers engaged and coming back. With over five years at Vodafone, she has been instrumental in shaping Vodafone Rewards, a loyalty program designed to offer personalized perks, exclusive experiences, and meaningful savings.

Her strategic insights go beyond just rewards—they’re about building genuine brand affinity and ensuring Vodafone’s loyalty initiatives evolve with customer needs. Through her work, she’s redefining what customer engagement looks like in the telecom space.

18. Nida Unas – Director of Loyalty, Alshaya

Nida Unas is a seasoned expert in loyalty and CRM, with a track record of designing and launching large-scale loyalty programs across retail and hospitality. At Alshaya, she has been instrumental in building a robust loyalty ecosystem that connects multiple global brands, offering personalized rewards, seamless omnichannel engagement, and exclusive benefits.

With a strategic vision focused on customer experience, Nida ensures that Alshaya’s loyalty programs go beyond transactions, creating meaningful connections that drive long-term engagement and brand affinity.

19. Paula Thomas – CEO and Founder, Let’s Talk Loyalty & Loyalty TV

If there’s one voice that loyalty professionals worldwide recognize, it’s Paula Thomas. She’s the brains behind Let’s Talk Loyalty, the world’s first podcast dedicated to loyalty marketing, and more recently, Loyalty.TV, an industry-leading media platform. With over 25 years of experience, Paula has not only shaped discussions in the loyalty space but has also created a global community of loyalty experts who learn, share, and grow together.

20. Sara Galloway – Vice President of Global Strategy Consulting, Kognitiv

Sara Galloway is a trusted name in loyalty strategy, guiding C-suite leaders on how to build high-impact programs that optimize customer lifecycles and drive real business growth. As the head of Kognitiv’s strategy and consulting group, she’s worked with both B2B and B2C brands, transforming their approach to loyalty. What makes Sara stand out is her ability to see the bigger picture—balancing customer engagement with P&L performance to ensure loyalty isn’t just a retention tool, but a true driver of revenue. 

21. Sina Gasnier – Head of Consumer Engagement & Membership, C&A

Sina Gasnier is a driving force behind customer loyalty and engagement at C&A, shaping the way the brand connects with its consumers. With over 10 years of experience in CRM and loyalty, she has spent the last two years building and strengthening ‘C&A for you’, the brand’s loyalty program, ensuring customers receive more than just rewards—they experience real value and connection. Under her leadership, ‘C&A for you’ has earned a nomination for Best Retail Loyalty Program of the Year Worldwide at the International Loyalty Awards this upcoming May in Dubai.

22. Tammy Phan – Chief Digital Marketing Officer, Masan

Tammy Phan is a dynamic leader who knows how to blend technology and business strategy to create real impact. With 16+ years of experience in strategy consulting, sales, partnerships, and marketing, she has been instrumental in shaping Masan’s digital transformation. As Chief Digital Marketing Officer at one of Vietnam’s largest consumer goods and retail conglomerates, Tammy is driving customer engagement and business growth across Masan’s diverse portfolio—including food, beverages, retail, and financial services. Her ability to harness digital innovation is helping Masan stay ahead in an ever-evolving market.

23. Tanya Alexander – AVP Loyalty & Operations, Arvind Fashions Ltd

Click the image to watch the episode!

With over 20 years in fashion retail, Tanya Alexander is a seasoned expert in CRM and loyalty who knows how to turn customer insights into lasting brand connections. As AVP of Loyalty & Operations at Arvind Fashions Ltd, she has contributed to shaping customer-centric loyalty strategies that enhance engagement, improve retention, and reinforce brand loyalty.

What sets Tanya apart is her data-driven approach—using analytics to design personalized experiences that truly resonate with customers. Her ability to collaborate across teams and create seamless loyalty journeys has made her a key player in shaping the future of customer engagement.

24. Zamabomvu Ngubane – Head of FNB eBucks Rewards

Zamabomvu Ngubane too has been nominated as a Loyalty Trailblazer at the International Loyalty Awards 2025, a testament to her impact in shaping financial services loyalty. As the leader of FNB eBucks Rewards, one of South Africa’s most recognized loyalty programs, she has redefined how customers engage with their finances. Her approach is all about personalization—offering tailored rewards, travel perks, and financial incentives that align with customer spending behavior. 

25. Zsuzsa Kecsmar – Co-Founder & Chief Strategy Officer, Antavo

Named International Loyalty Personality of the Year 2024, Zsuzsa Kecsmar is a true trailblazer in loyalty marketing. As Co-Founder and Chief Strategy Officer at Antavo, she’s redefining how brands build loyalty programs that go beyond just points and rewards. What sets Zsuzsa apart is her vision for next-generation loyalty—one that’s deeply data-driven, highly personalized, and built for long-term engagement. Her work has transformed the way companies connect with their customers. 

These incredible women are more than just loyalty experts—they’re pioneers, innovators, and changemakers. Their leadership, vision, and expertise continue to push the boundaries of what loyalty marketing can achieve.

On International Women’s Day, we celebrate their impact, achievements, and dedication to shaping the future of customer loyalty.

Here’s to the women who inspire, lead, and innovate. Happy International Women’s Day!

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With a knack for creating engaging content and crafting effective social media campaigns, Anjali wants to make it her mission to leverage the power of content as a strategic marketing tool for businesses. While she is not working, she is either binging movies or writing about them on her blog.