About Radicle Loyalty

We find radicles. Where growth starts.

Helping companies design strategies to engage with customers on a personal level.

Lia Grimberg

Principal | Consultant | MBA

I am Lia Grimberg, the Principal and Consultant of Radicle Loyalty. I am a well-recognized loyalty and marketing expert that designs loyalty programs and translates customer needs into one-to-one marketing communication.

Throughout my career, I have provided lifecycle management, CRM, and personalization consulting to companies in various industries, including retail, financial services, travel, education, automotive, and CPG.

During my 20 years of experience, I managed some of Canada's best-known and regarded loyalty programs, including:

PC Optimum logo
The Home Depot logo

My Story

Teacher | Speaker | Mother of Two

I have shared my expertise by developing and teaching a course in Artificial Intelligence in Loyalty for the Canadian Marketing Association and Loyalty Fundamentals at the Direct Marketing Association in Chicago.

I have spoken at panel discussions at the Retail Council of Canada and The Big Handshake conferences.

Lastly, I guest lecture Postgraduate, Undergraduate, and MBA students at George Brown College, the Schulich School of Business at York University, and Toronto Metropolitan University.

I hold an MBA from the Schulich School of Business at York University and a Postgraduate Certificate in Artificial Intelligence from the University of Texas. My work has been recognized by publications such as Direct Marketing News, The Merchant Life, and The Gift Club.

I am based in Toronto, where I balance my professional pursuit with my personal life as a proud mother to Julian and Marie-Chantal, and a wife to Philippe. I am also an aspiring Toastmaster, salsa dancer, and avid reader.

Schulich School of Business logo
University of Texas logo
The Merchant Life logo
The Gift Club logo
George Brown College
Direct Marketing Logo

Our Beliefs

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Your customers are human, and so are you. Treat them like people, not just numbers in a database. 

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Data is a valuable resource. Use it wisely, and leverage insights about your customers to make their experiences better.

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Only communicate when you have something meaningful to say. Irrelevant communication destroys customer relationships. 

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Loyalty is so much more than a program. It is an intentional approach that leads to transformative outcomes for customers and the brand.