Committees | Events & Webinars | Relationship Marketing | ANA

Relationship Marketing

This event is over.

Welcome and Introductions (11:00am - 11:10am ET) 
Tori Carr, ANA

Roundtable Discussion (11:10am - 11:20am)

I. Deepening the Relationship: The Ultimate Loyalty Experience Program’s Role at The Fresh Market(11:20am - 11:55am)
The food shopping industry is a highly competitive marketplace, often times referred to as “The Grocery Wars”.  After analyzing its customer data, The Fresh Market recognized the value of taking care of their guests by offering them various offers, to keep them coming back.  Fast forward to today, hear how The Fresh Market is leaning more heavily into its customer data, using Generative AI, to support testing and learning on the past towards personalization, while deepening its relationship with guests. 

Speaker: Jeff Snyder, 
Director of Loyalty & Email Marketing, The Fresh Market

II. e.l.f. Beauty Knows Loyalty (11:55am - 12:30pm ET)
According to Consumer Good Technology "e.l.f. Beauty’s loyalty program is feeding its massive digital growth, with the beauty company’s loyalty members driving nearly 80% of sales on its e-commerce site." With numbers like that, clearly the e.l.f. Beauty team is doing something right. Join our session with Shannon Lewis, Sr. Manager Loyalty & CRM, e.l.f. Beauty to hear what drives e.l.f.'s Beauty Squad loyalty and how connecting with your community authentically and making them part of the brand can be a two-way ticket to success.

Speaker: Shannon Lewis, Senior Manager, CRM & Loyalty, e.l.f. Beauty 

Closing Remarks (12:30pm - 12:45pm) 

Schedule subject to change


Jeff SnyderDirector of Loyalty & Email Marketing, The Fresh Market
Jeff Snyder is the Director, Loyalty and Email Marketing, leading the Ultimate Loyalty Experience’s continued evolution at The Fresh Market, as well as all Email Marketing efforts. With more than 23 years of marketing, digital product and CX experience, Jeff led the design, development, and implementation of The Ultimate Loyalty Experience at the Fresh Market, achieving over 1 Million Registered Loyalty Members within the first seven months of the program’s life.

Before joining The Fresh Market, Jeff worked with Natural Grocers by Vitamin Cottage, where he was responsible for the Loyalty and Email Marketing teams. Prior to Natural Grocers, Jeff was with the Professional Bull Riders, as Director of Loyalty, and spearheaded the development and implementation of the PBRewards, a points-based loyalty program that awarded points for the purchase of tickets and merchandise, as well as unpaid actions. Jeff graduated from Miami of Ohio for undergraduate studies, and the University of Richmond for his MBA. When not working, Jeff is a foodie, specializing in grilling/smoking meats, while volunteering coaching his son’s year-round wrestling club.

Shannon Lewis, Senior Manager, CRM & Loyalty, e.l.f. Beauty 
Shannon Lewis has been an integral part of e.l.f. Beauty’s eComm team since 2016.  As the Senior Manager of Loyalty & CRM, Shannon has help shape e.l.f. Cosmetics’s loyalty program, Beauty Squad. With a global membership surpassing 4 million, Shannon's journey with Beauty Squad began at its inception, where her innovative insights have been instrumental in shaping its remarkable expansion. Shannon's expertise has led to enhancements of e.l.f.’s global email program and the crafting of the brand’s personalized site content. Prior to e.l.f., Shannon worked in Brand Marketing for Pottery Barn Kids and was a media strategist at PHD Media for retail brands like Old Navy.