Challenging Traditional Loyalty Assumptions & Models
Myth busting on the impact of AI and other drivers of Modern Loyalty Marketing
April 23, 2025
1:00 PM ET
Register below for this event.
About The Event
The long-standing 80/20 rule—suggesting that 80% of sales often come from 20% of customers—is increasingly being challenged within the context of loyalty programs. This historically accepted principle oversimplifies customer behavior in today’s dynamic marketplace as businesses recognize the growth opportunity among light buyers (the long tail).
True business growth requires the integration of loyalty efforts with other strategic levers—such as customer acquisition, brand development, and product innovation. Our panel will explore a modern approach to loyalty that demands businesses rethink conventional assumptions, align loyalty strategies with real-world customer behavior, leverage AI capabilities, and embed loyalty within a diversified growth framework.
Our panel includes:
- Mark Sage, Chief Experience and Membership Officer, Masan Group
- Siddhant Jain, Chief Customer Officer, Asia, Capillary Technologies
- Santosh Reddy, Vice President, Sales, Capillary Technologies
This highly experienced group brings a global perspective to how Loyalty programs should be positioned in the future, where they become a vital component within the enterprise ecosystem and are designed to support and amplify other corporate growth initiatives.
You’ll hear groundbreaking viewpoints, supported by success stories from 7-Eleven and other notable brands that underscore the potential effectiveness of loyalty initiatives in the future.
PRESENTERS
Mark Sage
Chief Experience and
Membership Officer
Masan Group
Mark Sage is a recognized leader in customer engagement and retention marketing. As Chief Experience and Membership Officer (CXO) at Masan Group, he leads the company’s loyalty strategy, ensuring customers enjoy seamless, rewarding experiences across Masan’s vast consumer ecosystem, spanning retail, FMCG, and financial services.
Mark has played a key role in shaping major loyalty programs, including yuu Rewards, where he helped build Hong Kong’s largest digital coalition loyalty platform, and DFS CIRCLE, transforming global customer engagement at DFS Group. His expertise spans designing, launching, and optimizing loyalty ecosystems, leveraging technology and data to drive deeper customer connections.
With over 20 years in loyalty agencies like Carlson Marketing and Aimia, Mark has provided proprietary and coalition loyalty solutions, consulting, and program design for some of the world’s biggest brands. His background in product design, digital development, and data-driven marketing allows him to merge strategic vision with real-world execution, ensuring loyalty programs deliver both business impact and meaningful customer experiences.
A strong advocate for relationship marketing and consumer psychology, Mark brings a fresh perspective to customer loyalty, digital transformation, and the evolving landscape of customer engagement.
Siddhant Jain
Chief Customer Officer, Asia
Capillary Technologies
With over 13 years of experience in customer success, account management, and operational excellence, Siddhant Jain is a key leader driving customer engagement and growth at Capillary Technologies. As Chief Customer Officer, Asia, he is responsible for strengthening customer relationships, optimizing account strategies, and ensuring exceptional service delivery across the region.
Siddhant’s journey at Capillary began in 2011, and over the years, he has played a pivotal role in shaping the company’s customer success strategy. His leadership has been instrumental in building scalable, customer-centric processes, driving operational transformation, and fostering long-term business success. Over the past year and a half, he has led the Customer Success organization, establishing a strong farming cadence and creating a high-performing, self-sustaining business unit in Asia.
Beyond Asia, Siddhant has also contributed to key growth initiatives in the US and EU, helping expand Capillary’s global footprint. His strategic vision and execution-driven approach have been integral to the company’s ability to deliver value to its 400+ clients worldwide.
Siddhant is deeply committed to driving innovation in customer loyalty and ensuring Capillary remains the leading loyalty and customer engagement provider globally.
Santosh Reddy
Vice President, Sales
Capillary Technologies
With over 15 years of experience, Santosh Reddy is a seasoned sales leader driving growth and strategy at Capillary Technologies. As Vice President of Sales, he oversees sales, Presales, and Sales Operations for Asia, bringing a deep understanding of enterprise sales, GTM strategy, and team building across diverse markets, including India, Southeast Asia, the Middle East, and China.
Based in Kuala Lumpur, Malaysia, Santosh has been an integral part of Capillary since 2014, playing a key role in scaling new functions, building high-performing teams, and leading multi-cultural sales operations. His experience spans large enterprises and high-growth companies such as Agilent Technologies, National Instruments, NIIT, and Mettl.
Beyond his corporate role, Santosh is an active contributor to the startup and industry ecosystem. As a Leadership Member of the PreSales Collective, he shares insights on sales strategy, leadership, and innovation. An avid reader and passionate sports fan, he believes in continuous learning and fostering growth in the industry.
Santosh holds a Master’s in Business Administration from the Indian School of Business (ISB) and a Bachelor’s in Electronics Engineering from RVCE, Bangalore.
HOST
Aaron Dauphinee, CLMP™
CMO
Wise Marketer Group
Aaron leads marketing and business development teams for the Wise Marketer Group (WMG), a customer engagement and loyalty marketing media and education company. The Wise Marketer is the global source for unbiassed customer loyalty news, research and insight for the $202 BN loyalty industry. The Loyalty Academy is the only source for marketers to earn the Certified Loyalty Marketing Practitioner™ (CLMP™) designation globally through a proprietary, practitioner-based curriculum.
Aaron is an award winning B2B marketer with nearly 25 years of consumer-centric and data-driven marketing, market research, and loyalty and rewards industry experience. He is a recognized thought leader for how brands can use data intelligently to deliver value through their marketing efforts.
He is a marketing executive that has led the development and publication of The Loyalty Report for Bond Brand Loyalty; led marketing teams at Rubikloud (CMO) and Aimia; led client services for the small business division of what is now Gartner CEB; and delivered marketing strategy and plans for divisions of Alliance Data and Shell Canada. Aaron also taught Marketing for 5 years at what is now Toronto Metropolitan University in Toronto, Canada.