Responsible for the development and execution of a consumer-centric management strategy that grows loyalty and brand advocacy to maximize brand and sales growth. • Drives the development of VIA Rail’s CRM and customer lifecycle management strategy, prioritizing investments in customer experience, analytics, technology, content, and training, and through the development and execution of loyalty-based marketing plans and enterprise-wide strategic initiatives. • Leads the development and execution of the VIA Préférence loyalty program strategy, with a primary focus on ensuring profitability by acquiring and engaging consumers, driving incremental frequency and spend, and improving the retention of VIA Rail’s best customers.

Engaged in an advisory role to assess the effectiveness and future potential of VIA Rail's loyalty program. The mandate includes the evaluation of technology, data management, program financials, policies, channel strategy & communications performance, and member engagement. A strategic analysis completed the mandate, including recommendations for growth opportunities based on potential loyalty models, member value propositions, and aligned organizational structure.

David was responsible for solidifying Aeroplan's position as the preferred and most respected Loyalty brand amongst Canada's premium consumers. He spearheaded the overall strategy, direction, and growth of Aeroplan's marketing initiatives, portfolio of member products and services, member management and performance, brand image, channel development, and emerging media platforms.

 David led a diverse group of people with expertise across a broad range of functions including Marketing Planning and Communications, E-Commerce and emerging Digital Channels, Product Management and Development, and Customer Segmentation and Lifecycle Management.Most recently, David directed the strategic development and successful implementation of transformational changes to the Aeroplan program, including the launch of the Distinction tiered recognition program, and the strategic allocation of an unprecedented 100% growth in budget to deliver the program and communication plan, including Aeroplan’s largest mass advertising campaign in its history.David transformed Aeroplan's communications from traditional print dependency to a multi-channel, integrated digital platform delivering industry leading customer engagement metrics and effective and efficient access to members for Aeroplan's 75+ commercial partners. This included the launch of Aeroplan's presence in mobile and social media, and the successful integration of new media within the overall marketing communications mix.

Provided leadership, direction, and integration of Aeroplan’s Marketing Strategy & Planning, Data Analytics, Research, and Product Management & Development functions, and the delivery of key corporate initiatives. Developed and managed customer, market and competitive environment knowledge and delivered strategic recommendations supporting Aeroplan’s business plan.Accomplishments included:• Implemented Aeroplan’s proprietary member research panel and developed in-house research capabilities that more than doubled the number of annual research studies with no increase in costs.• Directed the design and operationalization of a segmentation framework and individual segment strategies and tactics, driving improved return on promotional investments.• Established a customer contact strategy, including appropriate messaging and frequency of contact guidelines, generating significant YOY communication metric improvements, including double digit email open and click-through rate increases.• Introduced automated campaign reporting tools that reduced resources and time required to evaluate campaign effectiveness, and drove a significantly accelerated test-learn-launch cycle.

Oversaw the delivery of strategic & tactical marketing solutions to optimize program performance for Aeroplan’s commercial partners, and the development and execution of Aeroplan’s member lifetime value management strategy. Scope broadened to include Marketing Research and Data Analytics in 2007 for a total team size of 25.Redesigned print and electronic newsletters and online promotional content resulting in increased distribution frequency, reach and personalization capabilities and annual cost savings in excess of $1M annually.

As part of senior executive team, was instrumental in growing the business over the course of 15 years from annual revenues of under $1 million to over $8 million. Involved in overall agency business development including personnel, market positioning and new business development. Directed the strategic development and execution of database and communications programs for all of the Agency’s major accounts.

Leadership of the Client Services department, with accountability for training, mentoring, & staff development. Achieved exceptional staff retention with average tenure far exceeding industry standards. Managed the recruitment, training, and manpower allocations, growing from 15 to 30. Oversaw Agency’s largest accounts, including Air Canada, CIBC, AT&T, and Liberal Party of Canada.