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Thursday 23rd June 2022


5:30 pm – 9:30 pm


28 Skybar Lounge, Crown Melbourne


Brand loyalties are ‘up for grabs’, as customer expectations and behaviours shift in the post-covid era. Regulation, innovation and increased competition are also driving brands to develop first-party customer data assets; the fuel for connected, personal experiences.

Privacy changes are happening at an unprecedented speed making customer permission critical. This means loyalty and personalisation are now seen as an important part of the strategy, helping companies earn much more than sales.

Hear how experience, personalisation, convenience and digital transformation are the keys to building profitable customer loyalty outcomes from:

  • Richard Morris, Consultant, Velocity
  • Paul Stevenson, Loyalty Programme Director, Metcash
  • Campbell Davis, GM – Member Services & Sport, Associated Retailers Limited
  • Marcella Larsen, Global Senior Director, Retail Advisor, Salesforce


Richard Morris, Consultant, Velocity

Richard has spent his career in Loyalty, Analytics and Marketing in the retail and travel sectors in the UK and Australia. He has successfully commercialised data throughout his career and is passionate about data driven problem solving. He has designed and launched innovative customer-centric promotions including a global first Part Cash Part Miles at Air Miles and Consecutive Spend at flybuys. He was part of the team that launched the Nectar programme in the UK and more recently led the Commercial, Partnership and Reward teams at flybuys. He is currently consulting at Velocity.

Paul Stevenson – Loyalty Programme Director, Metcash

Unfortunately Paul is unwell and will be unable to attend this evening’s event.

Campbell Davies, GM Member Services & Sport, Associated Retailers Limited

Marcella Larsen, Global Senior Director, Retail Advisor, Salesforce

Marcella is the Salesforce Senior Director of the Retail industry for ANZ and is part of a global team of Retail Industry Advisors. She is deeply focused on sharing outcomes and where to get started in understanding consumers’ needs and behaviors essential to developing loyalty and improving personalised dialogues. She has a wealth of experience working at the intersection of data, digital and retail, having spent 28 years at Microsoft. Starting her career in Supply Chain in South Korea, she spent a bulk of the years in product management for Data and AI in Seattle and was leading the Australian Retail industry strategy and business development. Her mission is to empower leaders to amplify the voice of their customers inside of the organisation.


  • Complimentary cocktails and canapés throughout
  • Networking opportunities
  • Live audience engagement with key note speaker

View Terms and Conditions.

By registering for this event you agree to receive marketing communications from Australian Loyalty Association and Salesforce.  Please email us should you wish to opt out from these marketing communications.

This event is co-hosted by Australian Loyalty Association and Salesforce. Both companies will process your personal information. Each party will be responsible for managing their own use of your personal information.

View Salesforces’ Privacy Policy.
View Australian Loyalty Association’s Privacy Policy.

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