The Loyalty Roast 2.0

Adam started his loyalty life in 1994 establishing and marketing a shopping centre loyalty program platform called “Scratch & Save”.

Fast-forward to 2007, Adam founded the direct marketing agency Directivity and in 2017 set up The Point of Loyalty as an independent advisory dedicated to building thriving customer loyalty assets for brands.

Creator of ‘The new loyalty program is a Joyalty* Program’ and with a relentless pursuit of adding ’Joyalty* Moments of Magic’ to programs, Adam has designed and deployed customer loyalty and loyalty program strategies for organisations operating in retail (various categories of retail), QSR, hospitality, hotels & holiday parks, child-care, financial services, health insurance, shopping centres, leisure and entertainment, trade, education and B2B industries.

Since 2013, he has commissioned and is author of 19 in-depth Australian and New Zealand customer loyalty and loyalty program research studies - For Love or Money™ .

The research provided the foundation for the development of the Loyalty Program Experience Index SPVx™ - a rating of a loyalty program by its members based on their experience with the program weighted against three key variables of how Simple (S), Personal (P) and Valuable (V) the program is to them. This has now become a go-to loyalty program benchmark for program improvement.

Fun facts: Adam is ‘Winter no Wetsuit’ open water swimmer and loves to bake, with carrot cake and biscotti his specialties!

With over 20 years’ experience spanning loyalty strategy, incentives, and technology platforms.

She has led the design and delivery of 40+ B2C, B2B, and enterprise loyalty programs for ASX-listed organisations, high-growth startups, and SME’s across multiple sectors.

Carly is the APAC Host of Let’s Talk Loyalty, Co-Founder of WiiN Global, and a Founding Board Member of IMA MEAPAC, contributing to the advancement of loyalty and incentive marketing across the region.

A Certified Loyalty Marketing Professional (CLMP), she applies behavioural insight and commercial rigour to drive measurable member value, sustained engagement, and ROI.

In early years worked as a Specialist Mathematics and Physics tutor, before transferring this passion of numbers and teaching Commercialisation in Loyalty across the industry for over 7 years.

Fun fact: An avid kickboxer and communicates with Auslan (Australian Sign Language) as a second language in her family.