Let’s Talk Loyalty & Membership
Topics
Marketing Strategy
The CAPE framework: designing benefits members actually value (Content, Experiential, Access, Perks)
Create belonging capital: from transactional to relational
Are you building to diversify revenue or super-serve your evangelists?
Speaker Bio
Kelli Cross is the founder of KCross Collective, a bespoke consultancy for membership and loyalty strategy. Over 15+ years, she has created and led lifestyle membership and loyalty ecosystems at some of the most recognized names in finance, hospitality, and luxury — including JPMorgan Chase, The Infatuation & Zagat, and Sotheby's. Her work spans the strategy behind the attention-worthy Sapphire Reserve card relaunch, the beloved Friends of The Infatuation membership, and the coveted Sotheby's Preferred invite-only VIP card. Kelli brings a rare combination of institutional precision and boutique personality to every conversation — speaking confidently and candidly about what actually makes membership and loyalty work best, regardless if it’s pay to play or activity driven programs.
Luxury & Culture
Partnering with culture: how brands earn a genuine match with art, hospitality, and travel
What premium brands get right (and wrong) about loyalty
Why does the precision with personality approach matter?
Business Lessons
From acquisition to integration: scaling a startup membership inside a Fortune 500 company
Founding a boutique consultancy after 15 years in corporate
Curated over scaled: building a client-first, intentionally small business
Book Kelli
Kelli shares her perspective on membership, loyalty, and building brand relationships that last across stages, content, and interviews. If you're forming a panel, booking a podcast guest, or looking for an expert voice on this important marketing work then get in touch.
Watch Kelli in a 2020 interview with Cuseum about Membership & Loyalty