Adam Posner


Adam Posner is the founder and CEO of Directivity and has been a data-driven direct marketer for 23 years.

He started his loyalty life in the mid ’90's with a shopping centre loyalty program initiative called “Scratch & Save”. Since then, he has been involved in a range of loyalty and retention programs from large retail programs such as the flybuys program re-launched in 2012, as well as developing self-funding ‘Return on Loyalty’ models for pharmacy, entertainment and large franchise accommodation networks. He is obsessed about helping clients build and maintain valuable loyalty programs that are profitable to the business and meaningful to the member.

He commissioned and co-authored two of Australia’s most in-depth research studies on consumers’ relationships with loyalty programs (‘For Love or Money’, 2015 and 2013 and ‘Share the Love', 2014). The 2013/14 studies were placed 4th in the Top 10 most viewed marketing topics of 2014 by Marketing Magazine. Adam is also the author of one of Australia’s only practical book on loyalty programs: ‘Give back to get back - 9 steps to a profitable loyalty program’.

Adam has been widely interviewed on loyalty and published in Marketing Magazine, BRW, CMO, Colloquy, eConsultancy, AdNews, B&T and SmartCompany. Adam has presented on customer loyalty and loyalty programs at Loyalty World (2013), The Customer Show (2014) and ADMA Forum (2012 and 2013), ADMA Retention Marketing (2014/2015), Customer TECHX Show (May 2015), Clarinden Global Faculty Director for July 2015 ‘Designing High Impact Customer Loyalty and Retention Programs’ as well as tailored loyalty keynotes for clients including Choice Hotel Group, Accor Pacific, Horseland and Pharmore.