BrandLoyalty - Redefining Relationships


Robert van der Wallen (1966) Chief Executive Officer

CEO of Brand Loyalty International BV,
He started his loyalty career when he ran a test promotion in the supermarket he was manager of. In 1991 he pursued his loyalty career at Wallace International, where he was appointed General Manager Asia Pacific in 1994. In 1995 Robert founded Brand Loyalty International BV in Hong Kong at the age of 28. Based on his extensive experience in and vision on loyalty marketing, Robert van der Wallen currently leads one of the two worldwide top players in the field of loyalty marketing. Four values guide his vision and leadership: flexibility, authenticity, passion, and reliability

Philip Spanton (1959) Managing Director Sales & Marketing

Managing Director of Brand Loyalty International BV,
started his career in the field of loyalty marketing 30 years ago in London, after having completed a degree in marketing. At that time, sales promotion was just starting to gain momentum. Since then, he has lived and worked in Australia, Hong Kong and Japan, building consumer loyalty for some of the world’s leading food retailers. As BrandLoyalty’s Managing Director, he is responsible for all global sales and marketing activities.

Andy Dixon (1970) Chief Operations Officer

COO of Brand Loyalty International BV,
has been working for BrandLoyalty since its inception in 1995. He has worked in all the disciplines within the company and has been instrumental in designing and structuring BrandLoyalty’s extensive knowledge base of retail data, which is one of BrandLoyalty’s core strengths. Currently, he uses his vast experience of over 20 years in the industry, in his role as COO.

Claudia Mennen-Vermeule (1973) Chief Financial Officer

CFO of Brand Loyalty International BV,
Claudia joined BrandLoyalty early 2012, after having gained significant experience as Chief Financial Officer and Vice President Finance at Green Gas International and the Dockwise Group. She worked as a public auditor at PricewaterhouseCoopers for close to ten years. Claudia has a Master’s Degree in Information Technology from Tilburg University and is a Certified Public Auditor.

Jasper Rikken (1972) Buying Director

Before joining BrandLoyalty as Chief Financial Officer (CFO) in 2004, Jasper worked for 8 years as a tax advisor, with responsibility for BrandLoyalty. In his role as CFO, Jasper took BrandLoyalty to a higher level in terms of financial reporting and standardisation. Since 2012, he has continued his career at BrandLoyalty as Buying Director, a position in which he is responsible not only for all BrandLoyalty’s brand suppliers but also for the company´s international sourcing and product development.

Mark Drontmann (1964) Commercial Director Europe

Mark joined the company in March 2010.  He has over 20 years’ experience in international B2B environments in which customer loyalty and customer intimacy are key business drivers. He started his career within Océ, an international leader in digital document management. After several marketing and sales posts, he was appointed to the position of Business Unit Director of Océ Netherlands. From 2005 until his appointment at BrandLoyalty, he was Vice-President of the Document Printing SBU of Océ Technologies. He gained an executive Master’s Degree in Management and Organization (MMO) at TiasNimbas Business School in Tilburg (University of Tilburg).
As European Commercial Director, he is responsible for all sales activities in Europe.

Jeroen Pietryga (1974) CEO, IceMobile

After his MSc in Applied Physics, Jeroen started his career in Brand Management at Procter & Gamble in 2000. Five-and-a-half years later, of which four abroad, he joined Albert Heijn (Ahold), where he was responsible for mass marketing and promotional campaigns. In 2008, Jeroen became Vice-President of the Brand&Marketing department. And when Format Management was added to his responsibilities in 2010, he became SVP and a board member of Albert Heijn. Early 2013 Jeroen joined IceMobile as he is keen to develop digital products that personally assist in the daily lives of consumers around the world. As of July 2014 he is CEO of IceMobile and remains part of the BrandLoyalty management board.