Ezgi Ozer
Global Media COE, Capabilities & Services, PepsiCo
Ezgi is a consumer engagement and loyalty leader, responsible for global Direct-to-Consumer Activation strategy, with deep experience building first-party data, platform roll-outs, and multi-market CRM capabilities across Europe and global markets.
Rebecca Farrer
Head of CRM, Loyalty and Retention at Warner Hotels
Rebecca leads CRM, Loyalty and Retention at Warner Hotels, driving guest data and loyalty transformation. She has held senior marketing and change roles at wagamama, SSP, PizzaExpress and McDonald’s.
Johannes Schmidt
Head of Loyalty, dm-dorgerie markt Deutschland
Johannes has been with dm-drogeriemarkt in Germany as Head of Loyalty since 2017. Specifically, this means having both the responsibility for the dm app, the glückskind family program at dm, as well as the cooperation with partner PAYBACK.
Helen Carter
VP Customer Platforms and Experience, Vivo Energy
Helen is responsible for shaping and enhancing the customer experience across 28 markets. With more than 20 years of global experience in mobility retailing, she has established herself as a leader in designing and delivering customer value propositions.
Emily Wells
Head of Transformation, Sainsbury’s
Emily is an experienced retail Loyalty leader (ex. Tesco Clubcard, ex. John Lewis & Waitrose) specialising in loyalty innovation, personalisation & digital. Now focused on AI and emerging trends within loyalty and beyond.
Olga Batievskaya
Director of Loyalty Program, Zalando
Olga is Director of Zalando Plus, leading its expansion across 17 European markets and 11 million members. Previously Director of Beauty at Zalando, she brings strategy experience from Coupang, Bain and Harvard MBA credentials.
Ben Freeman
Global Membership Director, Just Eat Takeaway.com
Ben has over a decade’s experience building customer strategy, from leading Membership at Nike to launching Virgin’s global loyalty programme and managing partnerships at PayPal, with earlier rewards roles at Nectar and Sainsbury’s.
Hande Günes
Head of CRM, Vitafy Brands
Hande specializes in enhancing customer retention and lifetime value through strategic initiatives. With a background spanning ecommerce, insurance, and finance, she leads efforts to foster customer-centric marketing across diverse CRM channels.
Joanna Bucior
Customer Growth Leader, Decathlon
Joanna is leading CRM and loyalty strategy at Decathlon, Italy. . With 12+ years’ international experience in digital and customer experience, she combines customer focus, commercial thinking and data-driven growth.
Adam Flitton
Principal Behavioural Economist, Allianz
Adam is using behavioral science techniques to deliver significant improvements in customer retention, digital engagement, and other areas across the business. With a PhD in psychology, he previously led the behavioral science team in a global consulting firm.
Eray Avcıoğlu
Senior Manager, MarTech & CRM
Eray is a CRM and loyalty expert focused on growth and retention, building consumer journeys through personalization and localization across multi-brand, multi-market ecosystems.
Donna Orman
Director of Personalisation
Donna is a customer and loyalty expert with deep experience across retail, sport and travel, having worked for world leading brands including Nike, Virgin, and now Tesco, on data‑led personalisation, loyalty strategy, and customer‑first transformation.
Dani McManus
Head of CRM and Loyalty Europe at Levi Strauss & Co
Dani leads CRM and loyalty at wagamama, shaping the Soul Club program for 165 restaurants across the UK. With over a decade of experience in retail and hospitality, including IKEA, Levi’s, and Dunelm, she’s passionate about transforming customer connections into joyful, impactful loyalty experiences.
Louisa Evans
Louisa leads Loyalty and CRM at Hornby Hobbies, applying behavioural science and customer value analytics to strengthen long-term equity across its internationally recognised portfolio of heritage brands
Penny Shaw
Head of Loyalty and Rewards at Starling Bank
Penny is a customer loyalty expert with deep global experience across the retail, media, and financial sectors. She has worked for industry-leading brands including IKEA, Holland & Barrett, Sky, Nectar, and now Starling, focusing on innovative reward strategy, cross-sector program execution, and driving long-term customer value.
Arturo Pisapia
Global Director, Membership ( Customer Growth: CRM, Lifecyle & Loyalty), Adidas
Arturo is a strategic loyalty and CRM leader with global experience connecting data, product and technology to drive retention, frequency and lifetime value. He currently leads Membership and CRM at a major global sportswear brand, operating across digital and retail at scale. He specialises in omnichannel engagement, personalisation and tying loyalty investment to measurable commercial impact.
Anuja Chauhan
Group Director Loyalty, CRM & Customer Solutions, Tui
Anuja is a global loyalty leader with 15+ years of experience designing, launching, transforming, and scaling programs across Europe, Singapore, the Middle East, and India. She has led loyalty innovation at Zooplus, MediaMarktSaturn, Keppel Corporation, AIMIA, and Etihad Guest and, when needed, challenged loyalty solutions that didn’t serve real customer or business needs.
Why the Advisory Council Exists
The ELA™ Advisory Council brings together senior customer loyalty leaders from major European brands. These experts work at the forefront of loyalty strategy, customer engagement, personalisation and retention, ensuring The ELA™ reflects the real challenges and opportunities shaping the European loyalty industry today.