Meet the Team

Who are we? A passionate team with diverse backgrounds and a single focus - 10/10 or Nothing!


Craig Cherry

Managing Director

Craig is the Managing Director and founder of The Loyalty Zone and has 25 years experience in improving business productivity. His award-winning 'Leaders as Coaches' training program has been run in 28 countries and translated into 11 languages. He has achieved significant success with his sales and service programs.

As a Thought Leader, Craig continues to drive massive revenue growth for his clients through his expertise in 10 out of 10 customer experiences, high quality customer research, leadership training and staff engagement programs.


Ivan Vallejo-Balboa

Vice President

Ivan is a Vice President for The Loyalty Zone (USA), where he leads the Company’s B2B development efforts and the growth of TLZ in North America. His focus is to help businesses increase awareness and achieve the best customer experience at all levels of the organization in order to improve their bottom line.

Ivan is passionate about helping others, and sees himself as extremely fortunate to improve people's lives through his work with The Red Cross and EPIC Assist in Australia, and over 10 years in the Travel Industry across the USA.


Elaine Schillinger

Senior Business Consultant

Elaine is our Senior Business Consultant and joined TLZ after spending 20+ years in senior sales, marketing and general management roles in both large ASX-listed and smaller boutique companies. Her broad commercial experience across diverse industries (Consumer Goods, HR, PR and Advertising) has taught her the power in the Voice of the Customer.

Elaine is an energetic and dynamic facilitator with a real passion for developing an individual’s professional potential. Originally from the US, she now resides in Melbourne and travels across the globe delivering programs.


Caitlin Clinch

Customer Insights Manager

As our Customer Insights Manager, Caitlin is a passionate advocate for getting individuals and teams ‘in the zone’. Having worked with The Loyalty Zone since 2010, Caitlin began working with the Research Team, and quickly worked her way to become an exceptional coach and trainer, and then settled into her true passion of data and insights around 3 years ago.

A certified NPS practitioner, Caitlin now manages the Analytics Team, working her magic over our client’s customer data collected via phone and face-to-face interviews.


Leeanne Dick

Research Operations Manager

Leeanne is our Research Operations Manager and has been with TLZ since its inception. She has taken on many different roles, supporting Craig to build the business from scratch to the international business that it is today. Leeanne's passion is developing people and seeing them succeed. She is responsible for recruiting, training and coaching our wonderful Research Team.

​Leeanne lives and breathes the 10/10 mantra and is constantly striving to improve processes and systems to ensure the Research Team deliver on all our client agreements.


Rose Herring

Senior Training Consultant

Rose is our Senior Training Consultant with over 18 years in operational, service and management roles across the hospitality, engineering and education industries. She has proudly worked at a number of iconic Australian events such as; Spring Racing Carnival, Moto GP, F1 Racing, Bledisloe Cup, Kooyong Tennis and more.

Passionate about helping others, Rose leads by example in delivering the best possible experience for our clients' customers while enhancing comradery and communication within teams.


Gener Panol

Chief Data Analyst

Gener is our Chief Data Analyst and studied a Bachelor of Science in Computer Engineering. He has extensive skills in VBA scripting, which are frequently put to use when working with customer data and analytics. Gener develops and maintains our automated systems, ensuring that all analysis and reporting is completed accurately and efficiently.

​In his spare time, Gener loves watching the NBA and NFL and spending time with his lovely family.​


Honey Panol

Data Analyst

Honey is also a Data Analyst and a critical part our Analytics Team. She has a background in Computer Engineering which is the perfect foundation for her role at The Loyalty Zone. Her attention to detail is second to none which is an asset to the team as she sifts through your data to find out exactly what customers appreciate, and what they think needs to improve.

Honey is the mother of two beautiful boys, and is expecting her next addition soon!