About

The story behind the strategy.

Loyalty by Design was built on a simple belief that great service, done intentionally, becomes a brand's greatest advantage.

Who We Are

We help organizations turn everyday interactions into relationships that last.

Built on Hospitality. Driven by Loyalty.

Joanne DiMarco

Founder & Experience Strategist

Joanne DiMarco is a customer experience strategist, executive leader, and loyalty advocate who helps organizations transform customer experience into a measurable competitive advantage.

Drawing from a career spanning hospitality, luxury real estate, commercial leasing, and experiential marketing, Joanne has spent more than two decades helping organizations strengthen relationships, improve retention, and create experiences that inspire loyalty.

Often describing herself as “Disney born and Marriott raised,” Joanne’s philosophy was shaped early in her hospitality career, where she learned that loyalty is rarely the result of a single interaction. It is built through a series of intentional moments that create trust, connection, and lasting impressions.

Today, she brings that same philosophy to organizations seeking to move beyond transactions and create meaningful relationships with the customers they work so hard to earn.

“I’ve worked with Joanne, and her ability to understand customers- what truly keeps them coming back—is exceptional. She brings real strategic clarity to loyalty, cutting through the noise to focus on what actually drives retention. Her insights are practical, data-informed, and grounded in how real businesses operate. I wouldn’t hesitate to recommend her to any company looking to build a loyalty program that genuinely works.”

"Joanne has a unique talent for creating experiences that people remember long after the transaction is complete. Any organization looking to strengthen customer loyalty, improve retention, and build a customer-centered culture would benefit from her expertise.

"I have had the pleasure of knowing and working with Joanne DiMarco for the better part of the last 20 years, across multiple industries. Without exception, she was and is the perfect combination of competence, professionalism, compassion, dedication and empathy. Any organization that works with her will benefit immensely from her vast experience, prolific networking capabilities and an amazing skillset."

"Joanne combines grace, sharp instincts, and an unwavering commitment to excellence. She understands that every detail matters and approaches each opportunity with intention, care, and authenticity. Working with her gives you complete confidence—you simply know you’re in good hands.” And the one thing that remains the same: how genuine and committed she is to the details: the beginning, to the middle, to the end. Fully focused whether it is a small task or a large project, nothing is left to chance or treated as secondary. Joanne is grace with razor sharp instincts. She is engaging, and someone who genuinely could never learn or absorb enough about people, their choices and how it affects the end result. Choosing her is breathing a sigh of relief, you just know you're in good hands.

"I have known Joanne for several years and have had the pleasure of working with her both at the property level and within executive leadership roles. Joanne is an exceptional leader in hospitality and brand management, with a genuine passion for creating outstanding customer experiences. Her enthusiasm for customer service is infectious and inspires those around her to consistently raise the bar. She leads with professionalism, integrity, and a strong commitment to excellence, making a positive impact on both her teams and the guests she serves.”

Meet the Founder

A career built on experience.

1 The Foundation

Hospitality & Service Excellence

Joanne’s career began in hospitality, where she developed a deep appreciation for service, operational excellence, and the power of intentional experiences to influence customer behavior and brand loyalty.

2 The Growth

Luxury Real Estate & Brand Development

As Executive Vice President of Select Sotheby’s International Realty, Joanne was part of the leadership team that helped grow the company into one of the region’s premier luxury real estate brands. Through client engagement initiatives, agent development programs, experiential marketing, and relationship-focused strategies, she helped strengthen brand loyalty, elevate the customer experience, and support significant organizational growth.

3 Today

Experience Strategy & Operational Leadership

As Vice President of Lifestyle & Commercial Leasing for United Group of Companies, Joanne led resident and tenant experience initiatives across a multi-state portfolio. Her work focused on aligning people, processes, culture, and operations to create consistent experiences that drive satisfaction, engagement, and retention.

4 The Practice

Loyalty by Design

Loyalty by Design is the culmination of Joanne’s career-long belief that loyalty doesn’t happen by accident—it is intentionally designed.

Through customer experience strategy, journey mapping, retention planning, team culture development, and service excellence training, Joanne helps organizations create experiences that strengthen relationships, improve retention, and turn customers into lifelong advocates.

What Guides Us

Built on three principles.

I

Experience

Every interaction shapes perception. We help organizations intentionally design customer experiences that build trust, strengthen relationships, and differentiate their brand.

II

Retention

Retention is the outcome of a well-designed customer experience. We help organizations create lasting relationships by aligning people, processes, and touchpoints around loyalty.

III

Growth

Growth is the natural outcome of exceptional experiences. We help organizations align customer experience, employee engagement, and retention strategy to drive measurable business results and sustainable growth.

Let's Work Together

Ready to build loyalty by design?

Let's create experiences that strengthen relationships, inspire trust, and keep customers coming back.