Live event

How Emotion Powers Success in the Vans Family Loyalty Program

24th March 2021 | 4pm AEDT | 1pm HKT

When your loyalty program has the word "Family" in the title you know it's more than just points-for-purchases. The Vans Family program has been incredibly successful in driving emotional loyalty with its members. Beyond simply logging purchases, consumers are informed, educated, and entertained with content and offers that are engaging and downright fun. Join us as Frank Nuemann, Senior Director of Consumer Lifecycle Management, explains what makes the Vans Family unique, how they drove impressive registrations into the tens of millions, and the impact on revenue they see from the registered audience. This is a must-watch session that will inspire any brand marketer, regardless of industry. Oh, and of course there will be some action sports hijinks woven in to entertain you as you learn.

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Signals Fatemeh 1

Nearly 50% of US DTC revenue comes from loyalty members

Signals Fatemeh 2

Reached 12 million members in just 2 years

Signals Fatemeh 3

Sees significantly higher spend by loyalty members vs. non-members



Frank Neumann
Sr Director of Consumer Lifecycle Management, Vans
Frank Neumann

With over 17 years of experience working for enterprise brands such as Proctor & Gamble, Bath & Body Works, and VF Corporation, Frank is an expert in developing in-depth customer understanding and employing advanced data analytics to identify and capitalize upon game-changing business opportunities. In his most recent role as Senior Director of Consumer Lifecycle Management at Vans, Frank is responsible for developing, launching and running Vans' industry-leading loyalty program, globally. His most recent work has been focused on establishing the consumer analytics function within Vans in order to build a holistic view of their customers' lifecycle through data and analytics.

Watch Frank in "How Emotion Powers Success in the Vans Family Loyalty Program".

Richard Jones
Richard Jones
CMO, Cheetah Digital
Richard Jones

Richard Jones is the CMO at Cheetah Digital, where he oversees a global team that is responsible for all aspects of the brand, demand generation, digital marketing, corporate communications, and sales development. With more than 20 years of marketing, sales, and strategy experience, Jones was previously the CEO of Wayin, a global leader in zero-party data collection and activation. There, he helped many of the world’s leading brands such as Daily Mail Group, NHL, Bauer Media, Vodafone,, Reckitt Benckiser, Air New Zealand, and Manchester City FC create zero-party data strategies. In July 2019, Wayin was acquired by Cheetah Digital and rebranded as Cheetah Experiences. Preceding his time at Wayin, Jones co-founded EngageSciences, which merged with Wayin in May 2016. Jones also led regional sales for the EMEA team at Eloqua.

See Richard in "The Colliding Worlds of Privacy & Personalization" with Forrester Principal Analyst Fatemeh Khatibloo and his exciting kick-off to Signals on demand now!

Tim Glomb
VP of Content & Data, Cheetah Digital
Tim Glomb

Tim Glomb is the VP of Content and Data at Cheetah Digital where he leads the development of multimedia content to enable sales and marketing along with client success. Tim is also the founder of Audience Sherpa, a strategic consulting firm that helps brands such as Bowtech, Health-Ade Kombucha, and Leupold & Stevens build, manage, and engage consumer databases through services such as personalized messaging and privacy compliance.