Tom Madden Email & Phone Number

Lee, Ma, Us

The Mallett Group is a loyalty marketing and partnership development consulting agency specializing in helping clients design, develop, and maximize the value of their customer engagement strategies and programs. The Mallett Group is led by loyalty marketing experts who have worked on both the client and agency side. Our goal is to create successful, profitable loyalty marketing strategies and programs for you and your customers.MY ROLEAs principal consultant, I help clients with loyalty/CRM program design and optimization, partnership strategy and development, co-brand services, business development services, technology assessment and long-term partner selection.

Minneapolis, Mn, Us

A marketing services firm focused on Loyalty, CRM, CXT, Business Consulting and Marketing Communications primarily in the Hospitality, Travel, Retail and Healthcare industries.Led the headquarter office and a team of 150+ delivering Loyalty, CRM, Strategy, Technology, Product, CXT, Operations and Business Consulting services generating up to $52M in annual revenue. Focused on transitioning the newly sold company for clarity and growth while turning around underperforming divisions. Responsible for P&L management, sales, marketing, operations, business consulting, product development and technology.• Achieved revenue goals by leading the renewal of all multiyear enterprise client contracts, the sales of new clients, and overseeing the technology team's product roadmap, cloud effort and transition to mid-market service. Responsible for delivery of 75%+ of all revenue and EBITDA for Phaedon. • Led over $110M in long-term contract renewals for Hilton, Hyatt, Wyndham, Sonesta, Allegiant Air, UHC, Elevance Health and others.• Took on the declining Business Consulting team, refocussed their efforts around core strengths and retained the previously declining client base. • Worked with the CXT team leadership to shore up existing client contracts and focus the team on growth. • Built the Product Team resulting in long-term roadmap product development leading to client contract renewals and client growth. • Oversaw the Technology Team in the continued transition to the cloud while leading the effort to transform the core technology product from an enterprise-only product to mid-market SaaS.

Reston, Virginia, Us

Led a team of 125+ delivering Loyalty, CRM, Strategy, Technology, and Product. Charged with turning around underperforming business sectors while part of the executive team preparing the company for a carve-out sale. Accountable for P&L management, sales, marketing, operations, product development and technology.• Stopped the decline in revenue and achieved revenue goals by leading an all-hands client centered approach to client service, product roadmap innovation, and leading the sales effort for new clients. • Sold $75M+ in new loyalty clients since 2018. • Oversaw the Technology Team in the launch of the loyalty platform transition to the cloud. • Prepared, packaged and pitched the company for sale to Private Equity, resulting in September 2023 transaction.

Reston, Virginia, Us

Recruited to lead the implementation of marketing technology and services for the largest client sale in the group’s history. Provided leadership for matrixed team of 100+ employees. Successful launch led to expanded role with responsibility for more than 50 team members in the Client Services and Operations, Strategy and Business Development Teams for Loyalty and CRM. Accountable for P&L management, sales, marketing and operations.• Grew YOY pipeline by 35% above target and successfully sold and launched enterprise clients resulting in new contracts, above average client satisfaction, and revenue growth.• Partnered to create strategy and analytics services products resulting in 300% growth in 2 years.• Built high performing and engaged team leading to reduced employee turnover and recruiting costs during a period of record employee turnover nationally. • Mentor for ICF “up and coming” leaders resulting in promotions and increased revenue for mentors.SERVICES:• Loyalty and CRM Strategy• Digital Experience• Customer Strategy and Journey Mapping• Program Implementation and Management• Integrated Marketing and Communications• Cross-Channel Marketing• Analytics, Reporting and Modeling• Tally® Product Implementation

As SVP Operations, I reported to the President and CEO and was responsible for transforming operations to be both internally and externally client focused to deliver on the growth of client programs. This included overall responsibility for Program Operations, Contact Centers, and outsourced Fulfillment Partners in the US and Canada to drive client satisfaction, margin and ultimately, EBITDA.After successfully leading the growth of revenues over the previous 2.5 years, I was charged with aligning our Operations to better serve that growth. By building client focused teams in both the US and Canada, I led the implementation and utilization of platform solutions to support client programs and satisfy key stakeholders. Process improvements resulted in a reduction of errors by 80% while increasing EBITDA through a focus on flawless execution. * Successfully led the build of the facility and staff in Ontario to approximately 350 resources by partnering with outside partners, and our technical, marketing and sales teams. This expansion included the facility infrastructure, required support systems, and staff required to support client growth. * Led the outsourced fulfillment and card partnerships with companies the US and Mexico.* Began a Continuous Improvement Program that adds over $1M to the bottom line in the first year. * Awarded top ranking on internal employee surveys for leadership, departmental partnerships, and client focused results.

Reporting to the President and CEO as SVP Sales and Account Development, I was responsible for transforming company growth through sales leadership and strategic account development. I lead the client focused Sales and Account Management teams. This includes annual planning, sales strategy, strategic account development and overall client satisfaction. Measured on new clients, client retention and satisfaction as well as client growth and advocacy of Young America (YA), I met with the Board of Directors monthly.By implementing different client focused strategies by client segments, we achieved annual revenue growth goals to fuel company growth. This included program design, technical system implementations, insights and analytics, creative, program management and customer care solutions ranging from $100K to $10M+. * Managed P&L to budget each year while developing an account sales and management structure, and digital focus to enable rapid revenue growth resulting in annual revenues nearly doubling in 2.5 years.* Built account planning and client QBR processes to increase client satisfaction, improve net promotor score and increase both retention and revenues. Resulted in 98% client retention and over 20% revenue growth annually.* Doubled pipeline by focus on growth while implementing a CRM platform to allow better building and tracking pipeline developments. * Partnered with Marketing to establish the marketing plan to include conferences for lead generation, and the creating of a marketing library to better enable sales and product development.

Toronto, Ontario, Ca

As VP, Managing Director, led a team of 90 people, multiple US offices, with revenue responsibility in Consumer Marketing, Strategy, Account Management, Partnership Marketing, Project Management and Awards. Primary focus in the Retail, Financial Services, Gaming, CPG, Travel, Technology, Hospitality and Healthcare sectors.GLOBAL CROSS-FUNCTIONAL LEADERSHIP• Built multiple high performing teams to achieve 120% of annual sales growth goals.• Strategically led cross-functional marketing analytics, creative, digital, IT and account teams for North America clients.• Led US teams to deliver key global Aimia initiatives including global payment coalition loyalty design, North America Award offering, global client development, integration and knowledge sharing.• Recognized with top Aimia management ratings in employee leadership, development and satisfaction.GREW BUSINESS THROUGH C-LEVEL RELATIONSHIPS AND TECHNOLOGY PARTNERSHIPS• Led implementation of business development and operations plans to achieve revenue, gross margin and profitability goals.• Retained 100% of clients and reversed the 15% annual client turnover by building C-level relationships and consulting with key prospect and client stakeholders.• Delivered 100% growth in annual Partnership revenue without increasing delivery team size.• Sold 75% of all new clients/programs through consultative selling approaches in the financial services, travel and hospitality, gaming and healthcare industries.LOYALTY STRATEGY AND THOUGHT LEADERSHIP • Tripled the number of speaking engagements at conferences to demonstrate Aimia’s thought leadership.• Led strategy team which resulted in new clients in technology, travel and healthcare.

Toronto, Ontario, Ca

Responsible for leading the US Loyalty Strategy consulting team as well as the consumer loyalty sales and client teams for travel, hospitality, healthcare, gaming and emerging markets businesses. Oversee multiple offices for both sales and strategy.

Toronto, Ontario, Ca

Responsible for US loyalty marketing strategy across all business lines.

Minneapolis, Minnesota, Us

Elected official responsible for hiring the Superintendent, district policy governance, strategic planning and the $650M budget of the Minneapolis Public Schools.

Marketing Consultancy focusing on customer retention, marketing partnerships and marketing strategy.

Executive Leadership Program

Masters Of Business Communications Coursework

Ba, Communications