Relationship Marketing Committee (ANA & Gold Associate Members)


Description & Purpose

Relationship Marketing is a strategy of Customer Relationship Management (CRM) that emphasizes customer retention, satisfaction, and lifetime customer value. Its purpose is to market to current customers vs. new customer acquisition through sales and advertising. A good relationship marketing strategy is rooted in building customer loyalty and lasting, long-term engagement with your customer base. Benefits include increased positive word-of-mouth, repeat business, and a willingness on the customer’s part to provide valuable feedback to the company and their peers.

The Relationship Marketing Committee is for members who are responsible for their organizations' relationship and loyalty marketing initiatives. Relationship marketing is becoming an increasingly important component of the marketing communications mix, and growth has recently outpaced traditional advertising and promotion. This committee will provide a forum for members to share case studies, best practices, and network to ultimately elevate each other’s' expertise and make their organizations more effective.

Committee Chairs: 
Elaine Gamble, Global 360 CRM Lead, Novartis
Michael Kaplan, SVP, Group Account Director, Geometry Global
Vicky Radke, Senior Director, Amtrak Guest Rewards, Amtrak

BAA staff managing the Relationship Marketing Committee are Richard Feldman and Annie DeKraker

Discussion Topics

  • Measurement/ROI
  • Managing customer relationships in Social Media
  • Best practices for creating loyal customers
  • How to drive positive customer feedback
  • How to find and retain customer advocates
  • Building the relationship strategy
  • How corporate culture impacts customer relationships
  • Let Them In: How to let customers participate in your strategy
  • Adding value to loyalty programs
  • Aligning business processes to customer relationship strategies

Join A Committee

Participation in Brand Activation related Committees is a benefit of ANA membership and Gold Level Associate Membership. There are no costs to join or attend meetings.

name title company
Elaine Gamble (Co-chairperson) Global CRM Novartis Pharmaceuticals Corporation
Michael Kaplan (Co-chairperson) SVP, Group Account Director Geometry Global
Victoria Radke (Co-chairperson) Senior Director, Amtrak Guest Rewards Amtrak-National Railroad Passenger Corp.
Maria Betancourt Customer Data Analyst Aldo Group Inc.
Kristin Clauson Director, Partnership Development Share Our Strength - No Kid Hungry
Catherine Dummitt Director of Marketing Netmining
Shaina Kandel Manager Fair Trade USA
Greer Mendel Digital Marketing Manager Reliance Worldwide Corporation (RWC)
Nora Pittenger Director Fair Trade USA
Taylor Stalling Graphic Designer Reliance Worldwide Corporation (RWC)
  • Name

    Elaine Gamble (Co-chairperson)

    Title

    Global CRM

    COMPANY

    Novartis Pharmaceuticals Corporation
  • Name

    Michael Kaplan (Co-chairperson)

    Title

    SVP, Group Account Director

    COMPANY

    Geometry Global
  • Name

    Victoria Radke (Co-chairperson)

    Title

    Senior Director, Amtrak Guest Rewards

    COMPANY

    Amtrak-National Railroad Passenger Corp.
  • Name

    Maria Betancourt

    Title

    Customer Data Analyst

    COMPANY

    Aldo Group Inc.
  • Name

    Kristin Clauson

    Title

    Director, Partnership Development

    COMPANY

    Share Our Strength - No Kid Hungry
  • Name

    Catherine Dummitt

    Title

    Director of Marketing

    COMPANY

    Netmining
  • Name

    Shaina Kandel

    Title

    Manager

    COMPANY

    Fair Trade USA
  • Name

    Greer Mendel

    Title

    Digital Marketing Manager

    COMPANY

    Reliance Worldwide Corporation (RWC)
  • Name

    Nora Pittenger

    Title

    Director

    COMPANY

    Fair Trade USA
  • Name

    Taylor Stalling

    Title

    Graphic Designer

    COMPANY

    Reliance Worldwide Corporation (RWC)