Agenda & Speakers

Creating Measurable Customer Experience & Loyalty in an Evolving Retail Market

The retail space is nearly unrecognizable from what it was ten, even five years ago. From the rise of online shopping, to elevating the in-store experience, changing customer expectations, and the opportunity to add alternative rewards to the current mix, the result is a crossroads in which individual organizations must find unique solutions that create alignment within the brand; there is no one-size-fits-all solution.
During Customer Expo 2018, marketers from leading brands in this industry will discuss the implications of an increasingly digital space, and what their organizations are doing to both adapt to changing customer preferences, while still remaining true to their core values.


Brian Venuti, Vice President, Global CRM, Luxottica Group

At Luxottica, Brian is the VP of Global CRM responsible for customer and patient strategies across the optical and sunglass businesses. Prior to Luxottica, he ran CRM at Etrade where he oversaw customer experience and channel strategy. His experience includes companies like Sears and Capital One where he worked to develop segmentation, targeted marketing capabilities and institute direct response innovations. He was a finalist in the Loyalty and Gamification World Championships. He received his MBA from the University of Virginia.

Darrin Samaha, Vice President of Brand, Yesway

 Darrin Samaha as Yesway’s VP of Brand, leads the charge with respect to the creation, growth, and cultivation of the Yesway brand across all channels. He is responsible for the launch and management of the award winning Yesway Rewards customer loyalty program, development of all digital and social media marketing strategies, direction of the company’s media relations efforts, and the creation and execution of its targeted advertising campaigns. Prior to joining Yesway, he was Chief Creative Officer and founder of Blue Coda, a boutique advertising agency where he created and built Blue Coda’s corporate brand and vision and led the firm’s creative teams overseeing creative work on behalf of Home Depot, Virgin and Partners Healthcare and Harvard University. Darrin is a graduate of Tufts University and is currently an Executive MBA candidate at the Kellogg School of Management at Northwestern University. He lives in Boston with his wife and is an avid surfer and snowboarder and has a passion for the arts and music.  

Kelly Mahoney, Senior Director of Customer Marketing, Ulta Beauty

Kelly has a proven executive leadership track record and over 15 years’ experience driving revenue growth through loyalty, payment, and technology-led marketing solutions.

Kelly is the Senior Director of Customer Marketing at Ulta Beauty, responsible for the Ultamate Rewards Loyalty program, member lifecycle communications and enterprise-wide personalization strategies as well as the CRM solutions. She plays a critical role in delivering value added programs to our members, enabling associates to deliver a superior member experience, and increasing top-line growth to the enterprise.  

Prior to this role, she held the position as Director of Strategy at Ulta Beauty, responsible for the strategic plan for retail process optimization by focusing on the development and execution of omni-channel solutions, mobile payment, associate training & communications.

She is currently an advisory board member for Hatch Loyalty (formerly known as Belly) providing strategic guidance on efforts to scale the enterprise business and shape the long term strategic vision.

Prior to joining Ulta Beauty, Kelly led a strategic Practice Unit within Eire Direct Marketing, specializing in the development and implementation of: Loyalty/Rewards, CRM, Data Analytics, Mobile, and Campaign Management solutions for major retail clients.

At BP, Kelly led the transformation of BP’s retail technology platforms to an enterprise-focused customer loyalty and engagement solution, enabling BP Driver Rewards coupled with CRM capabilities that enhance consumer behavior across 10,000 retail locations, driving top-line sales growth and margin improvement.

Agenda Overview

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