About All Things Loyalty
As a loyalty marketing and strategy professional with over 14+ years of experience, my career has spanned diverse domains such as advertising, marketing, product management, Loyalty & CRM strategy consulting. This multifaceted journey has allowed me to examine customer loyalty through various lenses, addressing critical questions about loyalty programs and their operations—whether posed by key stakeholders during my client-side roles or by clients from diverse industries while consulting. The true depth of knowledge lies in these questions, and over the years, I’ve distilled their insights into practical answers.
Whether you're new to the world of loyalty, considering entering this field, or managing loyalty programs for your organization, the experiences and inquiries of others can offer valuable guidance.
AllThingsLoyalty.com is your go-to resource for quick, actionable insights (Loyalty Compass) and articles drawn from real-world challenges and solutions in loyalty marketing.
Mrinalini Chowdhary
LOYALTY, CRM, & CX
DIRECTOR - STRATEGY @ EPSILON EMEA
MY EXPERIENCE
2023-TILL DATE
Epsilon Publicis
London, UK
STRATEGY DIRECTOR, LOYALTY, CRM & CX
I have the privilege of working on strategic loyalty & CRM consulting projects, designing and optimizing programs to drive member acquisition, engagement, and revenue.
2022-2023
Zee Entertainment
Bangalore, India
LOYALTY DIRECTOR - PRODUCT MANAGEMENT
Led the Product Loyalty Charter at Zee, focusing on reducing churn and enhancing platform engagement by strategizing retention initiatives, designing a rewards program, and improving user experience through data-driven insights and cross-functional collaboration
2017-2022
Epsilon Publicis
Bangalore, India
MANAGER, LOYALTY, CRM & CX
Led strategic loyalty consulting projects to identify program objectives, address challenges, uncover opportunities, and design tailored loyalty solutions to drive member acquisition, engagement, and revenue growth, leveraging deep industry insights and performance-driven strategies.
2015-2017
MARKETING MANAGER
SavvyMob Travel Solutions
Bangalore, India
Strategized and managed marketing and advertising efforts, built brand partnerships and collaborated with leadership to enhance product portfolios and drive growth. Focused on growing customer bases, optimizing CAC and CLTV, executing digital campaigns, and leveraging data-driven insights to increase brand awareness and engagement.
2012-2015
Stratburg Market Research & Consulting
Bangalore, India
ASSOCIATE CONSULTANT
At Stratburg, I conducted in-depth advertising research, analyzing media mix, user behaviour, and industry trends to provide strategic insights that drove decision-making and optimized marketing strategies. Leveraging tools like comScore, Kantar Media, and Nielsen, I identified opportunities to enhance digital campaigns and improve customer engagement across diverse markets.
In addition to Strategy, I led end-to-end product launches for clients which included developing business and market requirement documents (BRDs and MRDs), optimizing website functionality and design, and creating user flows, user stories, and functional requirements. I collaborated with cross-functional teams to ensure seamless execution and delivered user-centric digital solutions that enhanced customer engagement and operational efficiency.
2011
KnowledgeFaber
Bangalore, India
ASSOCIATE CONSULTANT
Led strategic research projects, including talent supply mapping, market analysis, customer insights, and GAP analysis, driving impactful outcomes for clients in various industries.
2010
Northern Trust
Bangalore, India
ANALYST
Coordinated with global teams to establish security accounts while ensuring compliance with international investment requirements.
MY EDUCATION
2008-2009
Cardiff Business School, Cardiff University
MASTERS IN BUSINESS ADMINISTRATION
Specialization in Finance
Cardiff, Wales - United Kingdom
2007-2008
Mount Carmel Evening College
POST GRAD DIPLOMA IN BUSINESS ADMINISTRATION
Specilization in Human Resources
Bangalore, Karnataka - India
2004-2007
Mount Carmel College
BACHELORS IN ARTS - PYSCHOLOGY, ECONOMICS & SOCIOLOGY
Specialization in Psychology
Bangalore, Karnataka - India
MY CERTIFICATIONS
Certified Loyalty Marketing Professional (CMLP)
Loyalty Academy
Digital Marketing Strategy
IIMB Executive Program
Digital Marketing Execution
Digital Vidya
Leadership & Managerial Skills
Think Four Level
MY SKILLS
Loyalty Marketing Strategy
Communication Strategy
CRM Strategy
Loyalty Program Design
Customer Experience
Gamification Strategy