8CIOReview | | JUNE 2024IN MY OPINIONBy John Giaquinto, Vice President of Loyalty, Personalization, & Analytics, RITE AIDSTRATEGIC INNOVATIONS IN DIRECT MARKETINGJohn Giaquinto has more than 25 years of experience in marketing, with much of that focused on the food/beverage and supermarket industries. His experience includes data-driven marketing roles from a variety of perspectives, including Manager of Customer Loyalty Marketing at Shaw\'s Supermarkets, Vice President of CRM at Symphony EYC (including clients Ahold USA and Rite Aid), and Senior Director of Loyalty at Hannaford. He is currently Vice President of Loyalty, Personalization, and Analytics at Rite Aid. Retail loyalty often encompasses efforts as varied as customer segmentation, customer retention, marketing measurement, customer personalization, and exploratory analytics projects, to name a few. In addition, John has also been a change agent and leader for data transformation, creating a data-driven culture and introducing behavioral design and behavioral economics concepts. John has a B.A. in Design from Salem State University and a M.S. in Communications from Boston University.John Giaquinto,
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