Episode 643

#643: Wiser Loyalty in 2025: Real-World Strategies from C-Suite Leaders

Published on: 13th February, 2025

Today’s guest is Dave Sims, a well-known professional in North American loyalty circles. Dave is a Navy veteran who started his career with Proctor & Gamble and had early experiences creating business value using customer data while operating a startup.

He has since been in a leadership role in the customer loyalty efforts at notable brands including DSW Shoes, GNC Nutrition, LaQuinta Hotels, and Nordstrom. He most recently served as Chief Marketing Officer for a large franchisee of Orange Theory Fitness.

Dave shares insights on the future of loyalty, how to get support from the C-Suite, the tension between acquisition and retention, gamification and more. 

The Wiser Loyalty podcast series is created in partnership between Let’s Talk Loyalty™ and The Wise Marketer™. This episode is hosted by Bill Hanifin.

Show Notes:

1) Dave Sims

2) Orange Theory Fitness

3) Bill Hanifin

4) The Wise Marketer.

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This episode is sponsored by Phaedon.

Visit their website to learn more about how they're powering the world's most beloved loyalty programs at www.wearephaedon.com

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About the Podcast

Let's Talk Loyalty
“Let’s Talk Loyalty” is an industry podcast for loyalty marketing professionals.

If you work in loyalty marketing, join us every week to learn the latest ideas and marketing insights from loyalty specialists around the world.

Check out our website on: http://www.letstalkloyalty.com/

About your host

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Paula Thomas

Paula Thomas is the Founder and CEO of Let’s Talk Loyalty and Loyalty TV.

Paula Thomas is an award-winning podcaster who founded the “Let’s Talk Loyalty” podcast and business in 2019, and Loyalty TV in 2023.

She has over twenty-five years blue-chip marketing experience, including almost a decade leading consumer loyalty programmes in multiple sectors including telecommunications, the energy sector, banking and airline loyalty programmes.

She is from Ireland and lives in Dubai.

Paula is a former judge for the “International Loyalty Awards”, and the author of the book “Driving Loyalty in Convenience Retail”.

She holds an Executive MBA from Smurfit Business College, one of Ireland’s top universities, and is a “Certified Loyalty Marketing Professional”.