Carmen Garcia, CLMP
Carmen Garcia is the Founder and Lead Consultant of All The Stories. She works primarily with brands and destinations to design customer-centric CRM, loyalty and retention strategies that drive long-term value. With a commercially grounded approach and a deep understanding of customer behaviour, Carmen helps organisations turn insight into action — building meaningful engagement, measurable growth and lasting relationships. Experience with NatWest, RBS, Amex, Cadogan Estates, Westfield, ByRedo, Christian Louboutin, Charlotte Tilbury, New West End Company and more. Middle East and Europe expertise.
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Tom Peace, CLMP
Tom Peace is an expert in developing repeatable customer revenue streams through innovative customer strategy through his business Sway Outcomes. He builds customer loyalty and CRM strategy that will acquire, retain and grow customer engagement., working and building customer strategy for brands such as Cristian Louboutin, Carolina Herrera, Decathlon, Papa Johns, Vans, The North Face, Sally Beauty and the Mall of Qatar, among others. Middle East and Europe expertise.
Nasima Ahmed
Nasima Ahmed is a CRM, Retention & Loyalty Strategist with 17+ years’ experience across MENA, the UK, the USA and the UAE. She specialises in helping startups build retention foundations from day one and helping mature businesses optimise lifecycle performance with a data-first approach. Her work spans DTC, luxury/beauty, fintech, retail and non-profit, including Sephora UK (Feelunique), PUIG (Penhaligon’s & L’Artisan Parfumeur), GANNI, Debenhams (boohoo) and TALA blending analytics with the heart of the customer to drive repeat purchase and long-term loyalty.
Nicki Helfet, CLMP
Nicki is an experienced loyalty marketer with a unique profile made up of her broad range of experiences across a breadth of industries, from loyalty heartlands like travel and grocery, to less traditional areas like financial services, digital streaming and luxury fashion. Her work has ranged from blank canvas proposition development, to revamping or day-to-day management & iteration of established loyalty programmes, across international markets. Her 'special sauce' is the creative problem solving approach she brings to addressing the business:customer value equation, always striving to create something different and unique to the brand, which cuts through and resonates with customers whilst driving business value. Nicki was awarded a 30 Under 40 Loyalty Royalty accolade at the International Loyalty Awards 2022.
George Gee CLMP
An award-winning loyalty & CRM strategist driving customer engagement, retention and lifetime value across multiple brands and industries.
As a subject matter expert in loyalty strategy, he has a proven track record in achieving business objectives & customer KPI's.
Mike Glegg
Mike Glegg is a growth operator and GTM builder who helps commerce media, brands and loyalty platforms turn data into revenue. With 25+ years scaling sales teams, engines, launching new monetisation streams, and closing high impact partnerships, he’s driven £50m+ in growth and led multi-market expansion across numerous countries.
Known for translating complex tech — CLO, commerce media, programmatic, AI/ML insights - into commercial outcomes, Mike has held senior roles at BT, Cardlytics, Reward, TradeDoubler, and more, consistently delivering ARR acceleration and category defining partnerships. Today, he works with ambitious, growth stage companies to sharpen GTM strategy, unlock new revenue lines, and build teams that scale.