About ICF

Tom Madden

Senior Partner, Client Success and Growth
Tom is an expert in customer marketing with more than 20 years of experience.
ICF’s global marketing services agency focuses on helping your organization find opportunity in disruption.
Go to ICF Next

Tom is responsible for ensuring our clients successfully exceed their objectives and goals. He led our loyalty strategy team, as well as the team that designed and built Allegiant Air’s loyalty program. Tom also led our multi-year Hilton Honors loyalty program integration, enabling Hilton to update their loyalty strategies to help grow their member base to 100 million. Additionally, Tom led the Sun Country Airlines loyalty program strategy overhaul and implementation, enabling Sun Country to expand from a regional carrier to a national low-cost carrier while growing their customer loyalty.

Prior to joining our team, Tom led operations and was senior vice president of sales and account management at YA Engage (Young America), a large privately held marketing firm operating in the United States and Canada. He led hundreds of key client strategy and marketing implementations for T-Mobile, DirecTV, AT&T, Pepsi, Anheuser Busch, and other Fortune 500 clients. Tom built high achieving teams in sales, account management, and operations in order to best serve YA’s clients in strategy, program integration and implementation, and flawless execution. Additionally, he led the expansion strategy into Canada, which enabled the Canadian operation to grow by 200% in the first year.

Before YA Engage, Tom was vice president and managing director of customer loyalty for Aimia (formerly Group Aeroplan and Carlson Marketing). While there, he led the U.S. consumer client loyalty teams for clients including Delta Air Lines, Avis Budget Group, JetBlue, Carlson Hotels, Chase, Coca-Cola, and Visa. Prior to Aimia, Tom was a principal for Xmark, Inc. and the senior director of client relationships at Carlson Marketing in both its U.S. and EMEA markets. While there, Tom worked with clients such as MasterCard Worldwide, American Express, Visa, U.S. Bank, AeroMexico’s Club Premier program, British Airways, Northwest Airlines, SAS, Swissair, Avis Budget Group, and IHG Hotels.

Tom is the retired chair of the Minneapolis Board of Education and secretary of Achieve Minneapolis:L a non-profit that helps prepare students for a successful life after high school.

  • B.A., University of Wisconsin, Madison
  • Executive Leadership Certification, University of Minnesota