Leadership

A Visionary Leader in Customer Engagement

A pioneer in the field of customer engagement, Hal Brierley boasts a remarkable career spanning over five decades and remains one of the most innovative and respected strategic thinkers in the field. Graduating from Harvard Business School in 1968, he co-founded and served as president and chief executive officer of Epsilon Data Management, a trailblazing firm that helped shape the landscape of database marketing.

Hal’s legacy extends beyond Epsilon. In 1980, he was retained as the only outside consultant to work on the design of the American Airlines’ AAdvantage® program, the world’s first frequent flyer program, forever transforming the loyalty program landscape. He further solidified his expertise as vice president of sales and advertising at Pan American World Airways, where he launched WorldPass®, Pan Am’s frequent-traveler program and later as senior vice president of marketing for Continental Airlines.

Driven by an entrepreneurial spirit, Hal launched Brierley+Partners in 1985, a consultancy that has supported loyalty program design efforts for over 200 leading brands. His vision continued with the founding of e-Rewards in 1999, serving as chairman and CEO, which experienced significant growth under his leadership.

Hal established The Brierley Group, LLC in 2002 as a consulting and venture development firm dedicated to fostering innovation in the customer engagement space and has continued to expand its role to include the creation of innovative, digital customer programs. His significant contributions and leadership in the industry earned him a well-deserved induction into The Direct Marketing Association Hall of Fame in 2012.

Today, Hal brings his unparalleled expertise to the Brierley Institute, serving as Executive-in-Residence and championing the institute’s mission to advance the understanding and practice of customer engagement.

Dr. Venkatesh (Venky) Shankar brings a distinguished career and exceptional expertise in customer engagement to SMU’s Cox School of Business. In January 2024, he assumed the role of the Harold M. Brierley Endowed Professor and Academic Director with the Brierley Institute for Customer Engagement and Professor of Marketing.

Education

Ph.D. in Marketing, Kellogg Graduate School of Management, Northwestern University

A Renowned Marketing Scholar

Dr. Shankar’s significant contributions to marketing research, theory, and practice were recently recognized by the American Marketing Association (AMA) with his selection as an AMA Fellow. This prestigious honor underscores his standing among the discipline’s leading academic minds.

Extensive Experience and Recognition

Prior to joining SMU, Dr. Shankar held the Ford Chair Professorship in Marketing & E-Commerce and directed research at the Center for Retailing Studies at Texas A&M University’s Mays Business School. His prolific research has garnered numerous accolades, including consistent rankings among the top 1% of marketing scientists by Mendeley Data and recognition as a World’s Most Influential Scientific Mind by Thomson Reuters. He is also a sought-after expert on innovation management, having been named one of the Top 10 authorities worldwide by the Journal of Product Innovation Management.

Enriching the Brierley Institute

Dr. Shankar’s expertise extends beyond customer engagement. He brings a wealth of knowledge in digital business, marketing strategy, retailing, international marketing, and pricing. His co-edited book, “The Handbook of Marketing Strategy,” is considered an essential resource for marketing professionals and academics alike.

Dr. Marci Armstrong has played a pivotal role in establishing the Brierley Institute for Customer Engagement at SMU’s Cox School of Business. As the Institute’s first director and former Brierley Endowed Professor, she provided strategic leadership and fostered a collaborative environment where students, faculty, and industry leaders could exchange ideas and advance the understanding of customer engagement.

Education

Ph.D. in Management Science, University of Texas at Dallas

Award-Winning Educator and Industry Expert

A highly regarded educator, Dr. Armstrong has received seven teaching awards, including the prestigious 2018 MBA Teacher of the Year Award. She inspires future business leaders through her teaching in SMU’s Cox MBA, PMBA, EMBA, and MS programs. Beyond academia, Dr. Armstrong is a seasoned consultant and executive education instructor, with a proven track record of helping companies develop strategies to cultivate customer loyalty and create exceptional customer experiences.

Active Leadership in Marketing Education

Dr. Armstrong’s commitment extends to industry leadership roles. She currently serves on the Board of Marketing EDGE, a non-profit dedicated to empowering future marketing professionals. Previously, she held leadership positions on the Executive MBA Council Board and the Graduate Management Admission Council® (GMAC®) Board of Directors, including chairing the GMAC Task Force responsible for setting global admissions standards.

Extensive Academic and Professional Background

Prior to launching the Brierley Institute, Dr. Armstrong served for 19 years as the Associate Dean of Graduate Programs at SMU Cox. In this role, she oversaw various critical functions, including admissions, student services, diversity initiatives, and global programs. Earlier in her career, she held faculty and associate dean positions at the Olin Business School at Washington University in St. Louis. Dr. Armstrong’s academic foundation is built upon a Ph.D. in Management Science (focused on solving marketing problems with quantitative methods) from the University of Texas at Dallas, where she studied under the renowned marketing scholar, Professor Frank Bass.

Leading the Brierley Institute with Proven Experience

Mr. Brad Harraman spearheads the day-to-day operations of the Brierley Institute, guiding strategic initiatives, student outreach, academic programs, and corporate engagement. A seasoned marketing professional and alumnus of SMU Cox, Mr. Harraman brings over 30 years of experience working alongside industry pioneer Hal Brierley and the Brierley companies. Throughout his career, he has played a key role in implementing innovative strategic initiatives and technology solutions within the loyalty and customer engagement space. His expertise has been instrumental in building profitable customer relationships for a distinguished clientele, including United Airlines, Hertz, Hilton, Neiman Marcus, GameStop, and e-Rewards/e-Miles, to name a few.

As Director of the Brierley Institute, Mr. Harraman collaborates closely with Professor Venky Shankar and Hal Brierley to ensure innovation and ongoing evolution of the Institute’s degree specialization curriculum.