Designing loyalty and engagement strategies
Bringing values-based, human-centered design to loyalty since 2011: programs people choose, on economics that hold up.
MyPanera, 7-Eleven 7Rewards, Chick-fil-A
with Ansira
I help build the strategy. And bring teams together to make it work.
Twenty years of designing the program, building the team, choosing the tech and doing the math, from SVP of Strategy Solutions to, most recently, Chief Strategy Officer.
Now I work directly with companies, private equity firms, agencies and technology partners.
Career highlights
Work that makes me smile.
The work, the thinking,
and a few lessons along the way.
Running full-funnel media and content
Paid, CRM and creator content run as one plan since 2014, back when most shops kept them in separate rooms.
Sally Beauty, At Home, Smoothie King
with Tandem Theory
Building agency capabilities and businesses
Building what an agency can sell and deliver: the services, the teams, the pricing, and a way of working that holds up as it grows.
Tandem Theory, Ansira, GlueIQ
shaping the offering, the teams and how the work gets done
Taking growth plans to market
Go-to-market a team can actually run: the segments, the media, the agencies and the measurement, launched and owned.
DIRECTV, Creative Planning
with GlueIQ, then embedded
Lately
What I’ve been up to.
What was happening, what I owned
and what I built.
Embedded · PE-backed · 2025–26Large-scale wealth management firmLaunching the growth plan. Scaling media to deliver it.
Working inside the business to put the growth plan into practice with the internal team. I came in as an interim marketing leader and then took on media, leading the media and measurement work needed to scale spending responsibly and activate the go-to-market plan.
Embedded · PE-backed · 2025–26
Large-scale wealth management firm
Launching the growth plan. Scaling media to deliver it.
- A segment-led, full-funnel go-to-market plan, with the internal team, responsibilities and workflows to deliver it.
- A media funding and forecast model, measurement connected to the CRM, and dashboard prototypes to guide investment and track performance.
- Agency selection, onboarding and governance, with clear ownership across internal teams and external partners.
With GlueIQ · 2024–25National streaming & entertainment businessNew products need new ways to grow.
Helping an established business find growth as it launched new kinds of products. Bringing brand, product, creative, media and analytics together to test, learn and make improvements faster across departments.
With GlueIQ · 2024–25
National streaming & entertainment business
New products need new ways to grow.
- An in-house strategic lead role at the client’s request, bringing brand, product, creative, media and analytics into a cross-functional growth team.
- A go-to-market and testing plan for five content packs.
- A 15-point measurement framework across the customer journey to guide testing and optimization.
With GlueIQ, then directly · 2023–26Automotive retailer & investment advisory firmSpend, forecast and optimize with confidence.
Building measurement and forecast models around the data a business has today, then improving the foundations so teams can plan spending, understand performance and decide what to change.
With GlueIQ, then directly · 2023–26
Automotive retailer & investment advisory firm
Spend, forecast and optimize with confidence.
- For an automotive retailer: attribution, performance reporting and forecasting models connecting digital activity with online and store outcomes.
- For an investment advisory firm: lead definitions, acquisition economics, CRM workflow and reporting requirements, and forecasting models.
- In each business, practical tools to guide investment and optimization from its current starting point.
Earlier work · with Ansira
A customer-led digital roadmap for Smoothie King.
Who I help
Where are you sitting?
The assignment changes. Here are a few familiar reasons people bring me in.
Companies & brands
You have ambitious growth goals. Your team needs help deciding what to do, getting it launched and making it work.
I decide with you, build the team and plan, and stay until it runs.
How we'd work: a defined project, or inside your team from planning through delivery.
Private equity
The investment thesis assumes growth. Someone needs to work out what marketing, people, systems and spending will actually deliver it.
I turn the assumption into a plan, a team and a way to measure it, then embed to run it.
How we'd work: embedded in a portfolio company, or in an interim, fractional or permanent leadership role.
Agencies & consultancies
You've won, or want to win, a bigger assignment. You need someone who can shape the solution, earn the client's confidence and lead the team.
I shape it, price it, lead the pitch and lead the team that delivers it.
How we'd work: alongside your team, from the pitch through the first phase of delivery.
Technology partners
Customers need help connecting what your platform can do to a business problem, a practical use case and actual adoption.
I write the use case, the requirements and the rollout so the platform gets used.
How we'd work: a defined project with one of your customers, then a playbook your team can repeat.
A defined project. A place inside your team. An interim, fractional or longer-term leadership role.
About me
How I got here.
I’m curious by default. I want to understand the customer, the business, and what the people doing the work need to succeed. That curiosity has taken me from designing loyalty programs and running media accounts to building practices and changing how entire agencies work.
I like getting people with different expertise into the same problem. Give us room to explore, test, and learn—then let’s get specific about what we’re doing, who’s doing it, and how we’ll know it’s working.
Change asks a lot of people. My part is to give it direction, bring people into the process, and make the case for the tools, time, and support they need to see it through.
Earlier in my career, you may have known me as Amanda Goodwin.