About ICF

Tom Madden

Managing Partner, Loyalty and CRM
Tom has more than 25 years of experience helping brands achieve their loyalty marketing and CRM goals
ICF’s global marketing services agency focuses on helping your organization find opportunity in disruption.
Go to ICF Next

Tom leads our loyalty and CRM Division, where he oversees program integration and implementation, and flawless execution for loyalty and CRM efforts across a variety of industries, as well as the design and optimization of our proprietary loyalty and CRM platform, Tally™. He previously led our loyalty strategy team and client success team. He also led the  design and build of Allegiant Air’s loyalty program, and our multi-year Hilton Honors loyalty program integration, enabling Hilton to update their loyalty strategies and grow their member base to over 100 million. Additionally, Tom led the Sun Country Airlines loyalty program strategy overhaul and implementation.

Prior to joining our team, Tom held leadership positions at YA Engage (a large privately held marketing firm in the US and Canada), Aimia, and Carlson Marketing, spearheading the marketing strategy and loyalty efforts for numerous Fortune 500 clients. During his tenure in these positions, he led work with companies like T-Mobile, DirecTV, AT&T, Pepsi, Anheuser Busch, Delta Air Lines, Avis Budget Group, JetBlue, Carlson Hotels, Chase, Coca-Cola, MasterCard Worldwide, American Express, Visa, U.S. Bank, AeroMexico’s Club Premier program, British Airways, SAS, Swissair, and IHG Hotels among many others.

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