Brett Wachter is IBM Consulting’s global leader for Marketing, Loyalty, and Retail Media, responsible for shaping the next generation of customer engagement strategies across industries. As the architect of IBM’s global MarTech and personalization practice, Brett has built and scaled a $200M business that is on track to exceed $700M by 2026. His work integrates marketing strategy, data-driven loyalty models, experience design, content supply chain innovation, and omnichannel personalization—underpinned by enterprise platforms like Adobe Experience Cloud, Salesforce, and generative AI technologies.

With 25 years of experience leading marketing transformation for Fortune 1000 brands, Brett has overseen $30M–$50M programs in retail, CPG, hospitality, travel, financial services, and healthcare. He spearheads IBM’s efforts in building Retail Media Networks, reinventing loyalty around lifetime value and behavioral signals, and operationalizing marketing through AI-native service models. He is a recognized voice in the industry—featured at NRF, Forrester Forums, Adobe Summit, and in analyst research by IDC and Forrester—advocating for bold reinvention of marketing in the experience economy.

Previously, Brett led IBM’s North American digital marketing services for the Distribution sector and launched IBM’s Adobe alliance within Customer Transformation. His leadership now extends across EMEA, with active engagements in high-growth markets such as Saudi Arabia, the Nordics, and Central Europe, where he partners with clients across industries like Riyadh Air, Škoda, and IKEA.

A frequent advisor to CMOs and Chief Digital Officers, Brett focuses on three imperatives: monetizing customer insight through loyalty and media, scaling personalization through content and data integration, and driving operational efficiency with AI and platform strategy. His career reflects a commitment to business innovation, talent development, and purposeful growth that connects brand ambition with measurable outcomes.