It should come as no surprise that a company focused on communication prioritizes listening and having authentic, almost one-on-one consumer conversations in its loyalty program. 

In today’s episode of Community Powered Marketing, Sue chats with Lisa Routel, Marketing Strategy Manager at Verizon, about the award-winning Verizon Up loyalty program and her thoughts on fostering emotional loyalty in a post-pandemic world.

To listen on Apple Podcasts, click here. To listen on Spotify, click here.

You’ll hear why emotion is a key driver for the most profitable customer behavior, influencing spend, loyalty, and lifetime value.

Why performance measurement needs more than just a qualitative and quantitative approach – it must also incorporate the human emotion aspect to be truly effective.

The process of evaluating partnerships, and why a potential partner must be in alignment with your company values while also being relevant to your customers.

Why Verizon chose to expand its loyalty program into a full platform, becoming more fully integrated across the entire ecosystem, enhancing value and the customer experience.

Join Sue and Lisa as they explore the power of leveraging your community to listen to and understand your consumers and make better decisions based on the insights you gain from the process.



Lisa Routel, Marketing Strategy Manager, Verizon

Lisa is a results-oriented, collaborative, and analytical strategy and marketing professional with experience in the telecom, automotive, entertainment, and retail industries at brands such as Jaguar Land Rover, HBO and Burberry. In her current role, Lisa is a strong leader as a Marketing Strategy Manager for the Verizon Up loyalty program within the Loyalty Strategy Team, 

Host: Sue Frech, Founder and CEO, Vesta

Sue has spent her career redefining digital marketing in brand and retail marketing, Martech, and advertising, at brands such as Kraft and Glaxo-SmithKline. She is committed to creating fellow Happy Marketers through Vesta’s all-in-one online community building software, transforming the relationships between brands and consumers with Community Powered Marketing.