AMA in the PM: CRM Loyalty Symposium: The Future of Customer Relationships

Response Labs will host the CRM & Loyalty Symposium: The Future of Customer Relationships, a forward-looking discussion on how brands are evolving their approach to acquiring, engaging, and retaining customers.

The event brings together marketing leaders, CRM practitioners, and data-driven strategists from the Baltimore region to explore how customer relationships are being reshaped by first-party data, identity shifts, and changing media dynamics.

Through a panel discussion moderated by Response Labs and a guest presentation from Ryan Draude, Head of Loyalty at Giant Food, attendees will examine how CRM, loyalty, and media work together as a unified system to drive durable growth. The focus is not on theory, but on how leading brands are building foundations today that allow them to adapt and compete tomorrow.

• How leading brands are operationalizing first-party data beyond basic personalization
• What effective lifecycle marketing looks like in practice, not just in theory
• Where emerging technologies add real value to CRM programs today
• How loyalty programs can reinforce brand preference, not just drive discounts
• What it takes to build scalable, data-driven customer relationships in a changing identity landscape

Wednesday, March 18, 2026 | 5:30 – 8:00 pm

Response Labs | 3600 O’Donnell Street, Suite 500 | Baltimore, MD 21224

Ticket sales will end two hours prior to the event’s start time. Non-members rate will increase 24 hours before the event.

Event Schedule:

• Networking with marketers, CRM leaders, and organization decision-makers
• Presentation by Loyalty Industry Leader: A first-hand perspective from Ryan Draude on how Giant Food approaches loyalty in a complex, competitive grocery environment. Topics may include: how customer expectations are changing and what that means for loyalty programs; building flexible foundations that allow programs to evolve over time; the role of data, technology, and organizational alignment in long-term success; lessons learned from operating loyalty at enterprise scale

• Panel Moderated by Response Labs: a practical, forward-looking view at how brands are designing customer relationship strategies that extend beyond owned channels. The discussion will explore how CRM and loyalty principles inform broader marketing decisions, including media investment, measurement, and personalization at scale. Topics may include: the evolving role of first-party data in a changing identity landscape; how CRM and loyalty strategies influence media targeting and spend efficiency; aligning lifecycle marketing with upper- and mid-funnel media efforts; using data and automation to maintain relevance as channels and consumer expectations change; the role of a full-service agency in orchestrating strategy, execution, and measurement

• Ryan Draude, Head of Loyalty, Giant Food
• Panel moderated by Andy Locke, Director of Data & Strategy, Partner, Response Labs and featuring TBD leaders across CRM, loyalty, data, and media

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Host or Publisher American Marketing Association Baltimore Chapter