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Mary Pilecki

VP, Principal Analyst

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Mary serves B2C marketing professionals, leading Forrester's customer loyalty coverage. Her research focuses on loyalty strategy, loyalty programs, consumer trends, and the tools, skills, and processes B2C marketers need to manage and measure loyal customer relationships. She helps marketers navigate the continually changing landscape of loyalty technology and services, as well as emerging trends such as emotional loyalty.

Mary previously worked as a VP and research director, leading a team of analysts covering enterprise marketing technology, loyalty marketing, search marketing, customer database and engagement providers, and customer trust and privacy. In addition, Mary was a senior analyst at Forrester from 2005 to 2008, covering applications and processes for financial services. Her research included retention strategies, business process management, and customer relationship management technologies and processes.

Previous Work Experience

Mary has over 20 years of experience in retail banking and investments, working at leading financial institutions such as FleetBoston Financial (now Bank of America) and BayBank. As senior vice president at FleetBoston, she managed process and technology for the retail bank and developed strategies for high-value customer segments. Her experience also includes contact center development and management and branch sales and service management. In addition to her work in banking, Mary has held marketing positions at vendors that sold to financial services firms, in roles including product management, director of research, industry solutions director, and marketing director.

Prior to rejoining Forrester in 2014, Mary was director of global campaigns for Oracle, focusing on products supporting customer service across industries.

Education

Mary holds a BA from Wellesley College and an MBA from Babson College.

Mary serves B2C marketing professionals, leading Forrester's customer loyalty coverage. Her research focuses on loyalty strategy, loyalty programs, consumer trends, and the tools, skills, and processes B2C marketers need to manage and measure loyal customer relationships. She helps marketers navigate the continually changing landscape of loyalty technology and services, as well as emerging trends such as emotional loyalty.

Mary previously worked as a VP and research director, leading a team of analysts covering enterprise marketing technology, loyalty marketing, search marketing, customer database and engagement providers, and customer trust and privacy. In addition, Mary was a senior analyst at Forrester from 2005 to 2008, covering applications and processes for financial services. Her research included retention strategies, business process management, and customer relationship management technologies and processes.

Previous Work Experience

Mary has over 20 years of experience in retail banking and investments, working at leading financial institutions such as FleetBoston Financial (now Bank of America) and BayBank. As senior vice president at FleetBoston, she managed process and technology for the retail bank and developed strategies for high-value customer segments. Her experience also includes contact center development and management and branch sales and service management. In addition to her work in banking, Mary has held marketing positions at vendors that sold to financial services firms, in roles including product management, director of research, industry solutions director, and marketing director.

Prior to rejoining Forrester in 2014, Mary was director of global campaigns for Oracle, focusing on products supporting customer service across industries.

Education

Mary holds a BA from Wellesley College and an MBA from Babson College.

Mary Pilecki's Most Recent Research

Research

Perk Up Your Loyalty Program

June 4th, 2021 | Mary Pilecki

Loyalty programs are a ubiquitous and popular tactic for retaining customers and encouraging loyalty. B2C marketers looking to launch or relaunch programs...

11 min read
Research

Advance Your Approach To Customer Loyalty

Assessment: The Customer Loyalty Playbook
April 14th, 2021 | Mary Pilecki , Emily Collins

If you're serious about earning and maintaining customer loyalty, you can't treat it as a tactic or a discrete program anymore. Customer loyalty requires...

7 min read
Research

The Forrester Wave™: Loyalty Solutions, Q2 2021

The 14 Providers That Matter Most And How They Stack Up
April 5th, 2021 | Mary Pilecki , Emily Collins

In our 28-criterion evaluation of loyalty solutions providers, we identified the 14 most significant ones — Annex Cloud, Bond Brand Loyalty, Brierley...

23 min read
Research

Firms With Advanced Marketing Teams Grow Faster And Focus On People

Landscape: The Experience-Led Marketing Playbook
February 22nd, 2021 | Mary Pilecki

Using data from the Forrester Analytics Business Technographics® Marketing Survey, 2020, which assessed the marketing innovation maturity of firms around...

6 min read
Research

The Forrester Tech Tide™: Martech For B2C Marketers, Q3 2020

Tools And Technology: The Enterprise Marketing Technology Playbook
July 30th, 2020 | Mary Pilecki , David Novitzky , Jessica Liu

Marketing technology (martech) is critical to a firm's ability to plan, execute, and measure its marketing efforts. This Forrester Tech Tide™ report presents...

15 min read