For the past decade, I have been at the strategic helm of a prominent Benelux loyalty marketing agency. A fulfilling position I recently concluded for a new entrepreneurial chapter: LoyaltyChiefs.I have founded LoyaltyChiefs to be a relationship marketing agency that functions as an independent consultant. Clients can rely on me for strategic direction, tactical concepts, creative inspiration, training and above all meaningful results. The independent position of LoyaltyChiefs is clear. I know all key aspects on program execution, but consciously leave the practical development and maintenance of advised marketing initiatives to the client organization and/or specialised suppliers. Over the years I have guided and inspired dozens of corporations in a wide array of sectors, both B2C and B2B, as well Pharma, Unions and Charities. My consulting ‘brand list’, include names like Heineken, Unilever, Roche, PostNL, DHL, Volkswagen, Ziggo, FNV, ANWB and Amnesty. Naturally, I have deep experience with reward programmes based on points, tiers and other stimulation mechanisms. My expertise, however, extends quite further with customer (club) programmes on brand engagement, lifestyle associations and partnership based promotions. The enrichment of customer journeys with tactically placed loyalty treatments is another specialty. True loyalty can neither be bought or imposed. Nor, is it formed by spreadsheets. I am intrigued by the human brain and its mysterious connections. The foundation of my consulting is based on scientific models and related influential tactics. Experience taught me that magic flourishes when solid left-brain frameworks are fuelled with right-brain creativity and passion. Clients value me to be an energetic source for new ideas, clever concepts and fresh perspectives. My affinity for research and data-mining is - in the era of accountability - an appreciated extra. Vertical partners consider me to be a honest team-player who adds value to propositions and processes.