Data Strategy & Insights

November 18 – 19, 2021  |  Live Virtual Experience

James Skibo

Senior Vice President of Customer Relationship Management (CRM), Army & Air Force Exchange Service

Dr. James Skibo is the Senior Vice President of Customer Relationship Management (CRM) for the Army & Air Force Exchange Service (Exchange), at the organization’s headquarters in Dallas. The Exchange is a non-appropriated fund entity (self-supported) and is the Department of Defense’s largest military retailer with annual revenues of $8.7 billion. The Exchange operates big box discount stores, C-stores, and e-Commerce. Its big box stores are better known as the PX. Additionally, the Exchange Credit Program operates a $2.5 billion credit card receivable portfolio spanning all military resale systems, the US Coast Guard Exchange system, and all military Commissaries. The portfolio has 1.6 million cardholders.

Dr. Skibo drives profitable customer behavior by focusing on acquisition and engagement; loyalty, satisfaction and retention. He directs the enterprise’s CDP, DMP, and CMS martech stack. The Exchange’s CDP is the most extensive first-party data platforms within the military resale environment.
He is responsible for creating a corporate culture where the customer is king and shaping corporate strategy where customers are concerned. He also analyzes and re-formulates existing Exchange business models for repositioning or improvement.

Dr. Skibo earned his Doctorate of Philosophy (Ph.D.) and Master of Arts degrees from Fielding Graduate University, his Master of Business Administration from the University of Dallas, and his Bachelor of Science and Bachelor of Arts degrees from the Pennsylvania State University.

Dr. Skibo has conducted extensive research within the field of organizational evolution and change and is an acknowledged industry expert on promotion management. He has spoken in his professional capacity at many national and international industry forums, as well as presenting his research at numerous conferences. He has authored and co-authored numerous academic papers, books, and book chapters.