Jay Sorensen
President - Product, Partnership and Marketing Practice

Jay Sorensen is an experienced management professional with 25 years experience in product, partnership and marketing development. Of this experience, 13 years were at Midwest Airlines (formerly Midwest Express) where he had responsibilities for marketing, sales, customer service, product development, operations, planning, financial analysis and budgeting. Jay has started guest loyalty programs and co-branded credit cards, developed products in the service sector, improved the delivery of customer service and has started companies in the travel and tourism industry. During his career Jay has worked on product or partnership development programs with corporations such as: Amtrak, A.T. Kearney Consulting, Aurora Health Care, Baymont Inns and Suites, Diners Club, E & J Gallo Winery, MCI Telecommunications, Marcus Hotels & Resorts, Marcus Theatres, National Car Rental, Northwest Airlines, Pepsi-Cola, TransBrasil Airlines and Virgin Atlantic Airways. He speaks at leading conferences in Europe and North America such as the Low Cost Airlines Congress, Frequent Flier Program Conference (FFP), and the Ancillary Revenue Conference (ARAC). Jay is author of the IdeaWorks Guide to Ancillary Revenue; the publication has been purchased by aviation professional from all over the world.

Bob Bahlman
Managing Director - Financial Consulting Practice

Bob Bahlman is a senior executive with a diverse financial background and 23 years experience in strategy development and implementation, contract negotiation, financial and business restructuring. Most recently, he was the Senior Vice President, Chief Financial Officer and Controller for Midwest Air Group which is a $400 million publicly traded airline group serving more than 50 cities throughout the United States under the Midwest Airlines brand. His extensive finance experience includes these areas: treasury, business analysis, tax function, general and revenue accounting, SEC reporting, internal audit, investor relations, fuel procurement, risk management, information technology and properties and facilities management. Bob has implemented broad-based restructuring strategies to include long-term lease and debt renegotiation, raising new capital through equity placements and managing the process of cost reduction. His work included the delicate balancing act of preparing a bankruptcy filing while working, successfully, to avoid a bankruptcy filing.

Michael Smith - Consulting Affiliate
Credit Card, Loyalty Partners & Travel Insurance Specialty
(Glasgow, Scotland)

Michael Smith applies over 20 years of marketing and financial experience to projects such as co-branded credit cards, ancillary revenue opportunities, and frequent flier programs. Since 2003 he has helped airlines, car hire companies, hotel chains, and travel insurers realize greater revenue through the introduction of new products. Michael is regarded as a leading expert on the partner agreements associated with frequent flier programs and the online sale of travel insurance.

Prior to his consulting activity, Michael was responsible managing the extensive portfolio of travel partners for the Executive Club program of British Airways; this included the co-branded credit card relationship with American Express. He helped establish and develop agreements with major travel brands such as Avis, GE Travel Insurance, Marriott Hotels & Resorts, and Starwood Hotels & Resorts. He is experienced with the process of establishing partner agreements, negotiating marketing fees, and creating promotional and exposure opportunities for partners.

Andrea Spiegel - Consulting Affiliate
Brand Development, Airline Distribution & Interactive Marketing Specialty

Andrea Spiegel has worked as a marketing executive for some of the world’s preeminent travel brands such as JetBlue, Virgin Atlantic, Cunard Line, and Avis Rent a Car. Most recently, she was the Vice President, Sales & Marketing for JetBlue Airways for a period of four years. While at JetBlue, Andrea was responsible for sales and marketing initiatives that included branding, product development, sales and distribution, advertising, promotions, interactive marketing, research, and partnership programs.

Andrea founded and operated a marketing firm for eight years prior to joining JetBlue in 2005. She developed a successful client base that included American Express, Cunard Line, as well as Virgin Atlantic and the pre-start-up activity of Virgin America. Before starting her firm, she was Vice President of Marketing for Cunard and the Director of Marketing for Virgin Atlantic in North America, which was the largest grossing region for the carrier. Andrea recently moved to Chicago with her husband and children; where she is re-establishing herself as a consultant in the travel industry.

Eric Lucas
Writer and Editorial Consultant

Eric Lucas is an international travel and business writer and editor whose work appears in the Los Angeles Times, Michelin travel guides, MSN.com, Westways Magazine and numerous other publications. Founding editor of Midwest Airlines Magazine, he is the author of five books, including the 2009 Michelin British Columbia Green Guide. Eric has followed and written about the travel industry for more than 20 years. He lives in Seattle’s Ballard neighborhood, where he grows and sells organic garlic.

More Resources and Service

Through its consulting affiliates, IdeaWorks coordinates the delivery of the following services: Direct Marketing - Sales Promotion - Market Segmentation - Customer Value Analysis - Database Management - Loyalty Technology Software
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