Adam Posner, DirectivityEstablished in 2007, Directivity has provided loyalty program and customer retention strategies for organisations in leisure and entertainment, accommodation, manufacturing and retail.

Adam Posner (CEO and founder) has been a data-driven direct marketer for 23 years. He started his loyalty life in the mid ’90’s with a shopping centre loyalty program initiative called “Scratch & Save”.

Since then he has been involved in a range of loyalty and retention programs from large retail programs such as the flybuys program re-launched in 2012 as well as developing self-funding ‘Return on Loyalty’ models for pharmacy, entertainment, clubs and large franchise accommodation networks.

He is obsessed about helping clients build and maintain valuable loyalty programs that are profitable to the business and meaningful to the member.

He has developed the best-in-class process for building NEW programs and reviewing and revamping EXISTING programs.

Together with Citrus, he commissioned and co-authored two of Australia’s most 
in-depth research studies on consumers’ relationships with loyalty programs – For Love or Money – 2015 and 2013 and Share the Love – 2014).

The 2013/14 studies were placed 4th in the Top 10 most viewed marketing topics of 2014 by Marketing Magazine
Adam is also the author of one of Australia’s only practical book on loyalty programs – ‘Give-back to Get-back – 9 steps to a profitable loyalty program’.

Adam has been widely interviewed on loyalty and published in Herald Sun, Daily Telegraph, Marketing Magazine, BRW, CMO, Colloquy, eConsultancy, AdNews, B&T and SmartCompany.

Adam has presented on customer loyalty and loyalty programs at Loyalty World (2013), The Customer Show (2014) and ADMA Forum (2012 and 2013), ADMA Retention Marketing (2014/2015), Customer TECHX Show (May 2015), Clarinden Global Faculty Director for July 2015 ‘Designing High Impact Customer Loyalty and Retention Programs’ as well as tailored loyalty keynotes for clients including RSL Vic, TAB, Choice Hotel Group, Accor Pacific, Horseland and Pharmore.


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