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Agenda & Speakers

Engaging Across Customer Segments

One of the most profound challenges faced by marketers today is creating and driving a message that is not only effective, but also resonates across a wide spectrum of consumer segments. Targeting one demographic may alienate another, while attempting to please both may end with neither being engaged.

Join Jamie Russo, VP, Loyalty & Customer Management at Choice Hotels and Jonathan Ruchman, Sr. Director, Customer Experience at Brookdale Senior Living as they share their expertise in building a brand message that transcends generations in the pursuit of an engaged customer base.


​Jamie Russo, Vice President of Loyalty Programs and Customer Engagement, Choice Hotels

Jamie Russo, Vice President of Loyalty Programs and Customer Engagement, joined Choice Hotels International in October 2014 to spearhead strategic direction of Choice’s award-winning loyalty program, Choice Privileges. In his role, he is responsible for growing and further enhancing the loyalty program as well as managing relationship marketing. He also oversees reservations and customer and franchisee engagement across Choice’s network of call centers.
Jamie came to Choice from American Express, where he had various positions spanning card acquisition, product management, and business development. In the consumer division of American Express, he managed marketing of co-brand products (including the Delta SkyMiles Card), negotiated and launched the Mercedes-Benz credit cards, and began acquisition programs with Amazon Prime and Universal Studios. He also held positions in the Merchant Services organization, where he was responsible for managing global hotel and industry relationships. 
He holds a B.A. in Economics and Spanish from Bowdoin College in Brunswick, Maine.

Jonathan Ruchman, Sr. Director, Customer Experience, Brookdale Senior Living

Jonathan Ruchman joined Brookdale in February, 2014. He brings to Brookdale over 25 years of experience in brand marketing and customer experience. Jonathan’s career spans senior marketing roles with leading global advertising agencies including Grey Advertising (New York) and Euro RSCG (Chicago), serving brands such as Olive Garden, TWA, Avis, Hoover, Red Lobster, and others. Most recently, he served in key marketing positions at Allstate Insurance Company.  As Marketing Manager in the Corporate Marketing group, Jonathan developed the nationally recognized Allstate Good Hands® Field Goal Net program in college football.  As Senior Regional Marketing Manager, Jonathan led the Marketing and Customer Experience department for the $2 billion, five state Southern Region.  In this role, he worked with 750 local Allstate Agents on increasing customer acquisition and retention.
Jonathan is a designated CCXP and is responsible for managing Brookdale’s overall customer experience, with a focus on resident and family engagement.  He is a member of the CEO Committee on Culture, the BEST Standards Committee, and Brookdale Sustainability Leadership Council.  Jonathan also represents Brookdale on ASHA’s marketing sub-committee, responsible for launching a new Senior Housing Industry website:  WhereYouLiveMatters.Org.

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