The Mallett Group, a loyalty and relationship marketing consultancy based in the United States, welcomes Brian LaBelle and Madeleine Anderson as senior consultants effective October 1, 2015. In support of The Mallett Group’s growing market presence and expansion of their service offerings, Brian and Madeleine will add a wealth of loyalty and co-brand experience to TMG’s growing international presence.
Brian joins The Mallett Group fresh from leading the Skywards frequent flyer program at Emirates Airline in Dubai. He headed the team who founded Skywards 15 years ago and developed it into one of the world’s leading and award winning FFPs. As Senior Vice President, he took Skywards through several transitions to make it more responsive to key customer needs and more effective as a marketing and revenue tool for the airline.
Brian has 35+ years of airline experience in Canada and the Middle East including 22 years with Emirates. With a deep background in airline planning and fleet planning, Brian has corporate perspective as well as a healthy respect for the power of loyalty to build the bottom line. Brian has a BA with Honors in economics from Carleton University in Ottawa, Canada and an MSc Econ from the London School of Economics.
Madeleine most recently worked with The Mallett Group on the launch of the UK award-winning co-brand credit card for Emirates Airline. Her work over the past 20+ years includes ten years at British Airways managing British Airways Executive Club (UK). She was also responsible for the launch of British Airways’ global partner marketing strategy for their frequent flyer program.
In addition, Madeleine spent three years working for Ernst & Young Management Consultancy, specializing in Revenue Enhancement & Loyalty across a number of sectors in Europe. Since 2002 Madeleine has worked as an independent consultant, managing a series of engagements including implementation of CRM systems, Business Continuity in Europe and the Far East, and launching a loyalty programme for Jet2.com.
Madeleine graduated from Loughborough University of Technology with a BSC (Hons) Management
Sciences and Diploma of Industrial Studies. She then received a post-graduate Diploma of Business Administration from Lancaster University and a Diploma of Direct Marketing from the Direct Marketing Centre/Kingston University. Madeleine is a Member of the Institute of Direct Marketing and a Fellow of the Royal Society of Arts.
Regarding the addition of Mr. LaBelle and Ms. Anderson, Marc Berman, CEO and Managing Partner of TMG said, “It is with great pleasure that we welcome Brian and Madeleine to the TMG team. Brian’s wealth of hands-on experience and industry knowledge will support our current and new client engagements; Madeleine brings with her a vast knowledge of the airline loyalty industry and experience that can only enhance and strengthen our current business strategies. Bringing both Brian and Madeleine on board at the same time underscores TMG’s commitment to being an industry leader in the loyalty, co-brand and partnership space.”
Brian added, “After 22 years working for Emirates, I am excited to join forces with TMG. Marc and I have worked together on several occasions over the past four years and I have been impressed with the company’s high level of industry knowledge and professional capabilities. I look forward to being part of TMG.”
When asked about working with TMG again, Madeleine replied, “The opportunity to join The Mallett Group is exciting to me. Having put together an award-winning product with our previous collaboration only leads me to believe there are great things on the horizon for all of us.”
The Mallett Group is a loyalty marketing consulting agency specializing in helping clients design, develop and maximize the value of their customer loyalty strategies and programs. Founded in 1997 and based in New Milford, CT, TMG has an impressive client roster including MasterCard Worldwide, Time Inc., Engage People, Connexions Loyalty, Airline Information, and Darden Restaurants amongst others. The entire client list and more information can be found on the website www.mallettgroup.com.