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Raymond Ludwin

AVP,
LoyaltyOne/AIR MILES Reward Program
Toronto, ON, Canada
Raymond Ludwin is the AVP of Brand Activation and Collector Experience at AIR MILES, a Loyalty One Program. In that capacity, he is responsible for deepening the appeal of the AIR MILES brand for Canadians through social media, public relations, experiential and sponsorship marketing, and customer experience strategy.

Raymond started his career in consumer research, both qualitative and quantitative.
He joined GWP Brand Engineering in 2000, eventually becoming Director of Strategic Planning there. He then moved on to a similar role at Lowe Roche Advertising. His planning experience spans a wide range of categories, from travel and hospitality; financial services; automotive; food services; packaged goods; loyalty; pharmaceutical; and, most importantly, beer.

In 2009, he joined Rogers Communications as Director, Brand Strategy. There, he was responsible for developing a brand platform that spanned the cable and wireless divisions. As well, he served as in house planner for the company’s Marketing Communications division. As Director, Corporate Affairs, he worked on the company’s reputation strategy and bringing it to life across diverse channels.

In 2013, he became Director of Brand Planning at Jackman Reinvention, a boutique consultancy specializing in end-to-end overhauls of international retail chains. There, he focused on work for Canadian Tire, Walgreens, and TGI Fridays.

In addition to his professional work, Raymond has taught strategy to advertising students at the Ontario College of Art and Design in Toronto for four years.