Speakers

As Chief Experience and Membership Officer (CXO), Mark manages the loyalty strategy at Masan Group, supporting our consumer facing businesses including WinCommerce, the largest modern trade retailer in Vietnam, as well as Masan Consumer, one of the largest local FMCG companies in Vietnam. Mark is responsible for ensuring customers are truly recognized and rewarded however they shop with Masan companies and helping to deliver the Masan vision ‘to be the pride of Vietnam by winning the love of consumers’. Prior to Masan, Mark was COO at DFI owned yuu Rewards and responsible for the design, development and launch of the first truly digital coalition loyalty program – yuu Rewards; now the largest consumer platform in Hong Kong, serving over 5m members across 50 different brands and since launched in Singapore. Mark also recently worked as VP Loyalty for LVMH owned luxury duty free retailer, DFS, successfully launching their global loyalty program, DFS CIRCLE, running in 14 countries, 10 currencies and 7 languages. In his earlier carrier, Mark spent over 20 years working within loyalty agencies and providers at companies such as Carlson Marketing, Aimia and Eagle Eye, providing both proprietary and coalition loyalty solutions, consulting and design. With a background in marketing communications, consulting, data science and digital development, Mark unites the strategy and theory around customer retention marketing with the art of the possible with regard to product delivery. A keen advocate of relationship marketing and the psychology behind customer behavior, Mark brings a different perspective on customer loyalty.