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Dr Sonja Fourie

Dr Sonja Fourie focuses on building customer relationships with a specialization in loyalty programs and segmental propositions in the retail consumer sector. She has a 14-year foundation in Information Technology, 17 years’ experience in strategic business development (financial products, co-brands and loyalty) and a passion for innovation, teamwork and enabling sustainable systemic change. Her career has been marked by delivering interventions at scale redefining and disrupting markets while creating sustainable competitive advantage for shareholders for a number of blue chip companies.

Always pursuing deeper levels of knowledge and understanding, she completed her PhD at the Gordon Institute for Business Science (GIBS) with her research topic focused on loyalty programme effectiveness . Her passion for advanced analytics and causal analytical research has led to her inclusion in various international conferences, such as Big Data 2013 (Europe Customer Festival) participating in panels with industry experts and commentators such as Harper Reed (Barack Obama’s Election Campaign Manager driven through social media and influencers) and Barclays directors, the International Marketing Science 2017 conference in Los Angeles (Academic causal research and direct business marketing effects), Emerging Markets Conference (International conference on academic research in Marketing in Africa with international business relevance) at Wits Business School and the Loyalty conference in Barcelona (2018) where she delivered a presentations on the causal modelling developed for driving customer relationship quality within financial services.

Academic profile
  • UP, PhD (Academic Honorary Colours)
  • RAU, B.SC Hons Cum Laude Mathematics
  • RAU, B.Sc. Mathematics, Computer Science and Chemistry
  • WITS Business School, MBA Cum Laude (Top 10)
  • Hoogenhout, Matric Seven distinctions, head girl.
Publications
  • “The relationship between sports sponsorships and corporate financial returns in South Africa” by Julian Blake, Sonja Fourie and Michael Goldman, International Journal of Sports Marketing and Sponsorship (IJSMS), Vol 20, (1) 2019.
  • Thesis “Customer perceived benefits and loyalty programme effectiveness in the financial services industry” submitted as part of PhD at GIBS.
Presentations
  • 39th Annual ISMS Marketing Science Conference, University of Southern California USC, Los Angeles, 7-10 July 2017.
  • Emerging Markets Conference Board (EMCB) conference, WITS Business School, Johannesburg, 4-7 April 2018.
  • 8th Annual Enhancing Customer Loyalty and Retention conference in Barcelona (5-7 June 2018).

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