Skip to main content

Lia Grimberg

Lia Grimberg

Introduce yourself to our audience. Tell us who you are and what you are currently focused on.

Hello. My name is Lia Grimberg. After 20+ years in corporate, this year I launched a loyalty consulting business called Radicle Loyalty. Radicle Loyalty creates marketing strategies and designs loyalty programs to correct customer behaviour and drive emotional loyalty.

Tell us about your favorite Ellevate Network memory or success story. Why are you a member?

I recently participated in an Ellevate squad for entrepreneurs. It was refreshing to learn from fellow female founders who are ahead of me in their entrepreneurship journey. Though my business was different from theirs, it was interesting to see my business through their eyes and enlightened me to new opportunities.

What qualities does it take for someone to be successful in your line of work?

To be successful in loyalty, you have to understand how to derive insights from data, determine how to use it to drive consumer behaviour and to deliver benefits that drive that behaviour.

You have to be on top of the financials of the program and collaborative with many departments, including Marketing, Operations, and Finance (at least). You have to have a test-and-learn mindset.

We’d love to hear more about your career path. What led you to where you are today?

I worked on rounding out skill gaps in my resume.

1. I started at American Express in Merchant Services, which was a B2B organization. There I knew I needed to learn B2C marketing, so I moved into the Consumer Card area. I changed roles every 1-2 years to learn the entire customer lifecycle: acquisition, customer onboarding, product management, and retention. 

2. I did my MBA part-time so I would never hit a glass ceiling. 

3. I was an introvert and I wanted to put myself in an uncomfortable situation where I didn't fit in, to learn how to navigate new organizational politics and environment. As such, after 6.5 years at American Express, I moved to The Home Depot. There, I learned my need for data-driven marketing and decision-making. 

4. This thirst led me to LoyaltyOne Air Miles, which at the time, was at the forefront of personalization. I was there for almost 6 years when I tried to get into Consulting and someone told me that as a single mom, I could not be a good consultant. 

5. So I got a consulting job at Bond Brand Loyalty, to learn consulting skills and to prove to myself that I could be a great consultant. 

6. I was headhunted into Sears Canada to run Loyalty and CRM. Unfortunately, after a year there, I went down with the ship of bankruptcy, at which point, I used my platform to help my former colleagues land new jobs. 

7. I was recruited by the founder of a boutique consulting firm, called Relation1 to run the Toronto Consulting practice 

8. I had interviewed with Loblaw in the past and the hiring leader remembered me. He reached out to let me know that there was a job opening for which I was perfect. I applied and landed. I couldn't miss out on the opportunity to work on Canada's favourite and most broad-reaching loyalty program. Also, this was my opportunity to have an analytics team report to me for the first time. Unfortunately, 1.5 years in, my department was restructured and I lost my job. 

9. During my 10-month-long job search, I came across hiring leaders telling me that I didn't know enough analytics, so I learned to code and completed a 4-month long, very intensive post-grad course in AI and ML. 

10. Then I landed at The Bay.

Now I run my own company

What is the most rewarding part of your job?

I get to work for myself. This allows more flexibility in time, projects, and clients.

What is your favorite social media site? Why?

LinkedIn is by far my favourite. I was able to build quite a supportive network and community by writing good content and supportively engaging with other creators. Now, I am starting to explore Threads.

What would you say your personal superpower is?

My superpower is being able to tell stories by looking at data and using those stories to close customer behaviour gaps.

What does success look like to you?

Doing my best work, on my own terms, being compensated fairly for it and living my desired lifestyle with my family.

What advice would you offer future leading ladies wishing to break into your industry?

1. Learn analytics or engineering and combine it with a business degree. 

2. Lean into your strengths as a woman to become an amazing people leader. 

3. Take a seat at the table and don't be afraid to speak out. Trust yourself.

What is one piece of advice you’d offer working moms?

Having been a single mom, a working mom, and now an entrepreneur mom, I would say prioritization is key. You can have everything, just not all at once. And don't forget to prioritize yourself because you can't pour from an empty cup.


Have more questions? Follow up with the expert herself.