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Formation Appoints Ty Lim Chief Growth Officer

March 10, 2022

In this article you will learn:

Lim, a seasoned leader in high-velocity marketing, will lead all go-to-market teams and to deliver a cohesive, rich experience for Formation customers

SAN FRANCISCO – March 10, 2022 – Formation, the Dynamic Offer Platform (DYNO) company, has appointed Ty Lim as Chief Growth Officer. Lim, who formerly served as Formation’s SVP of Marketing, is a seasoned marketing executive with decades of experience building high-velocity marketing machines and driving exponential revenue growth.

In his new role, Lim will oversee marketing, sales and customer success to provide a single point of contact for all go-to-market teams and create a cohesive, consistent journey for Formation customers.

Lim’s appointment comes just weeks after Formation released Modernizing Loyalty Offers for the Digital Consumer, a comprehensive guide for brands and marketers who want to accelerate their journey from mass offers to continuous, data-driven, dynamic offers.

“We believe it’s important for brands to create lifetime relationships with their customers—we’re just practicing what we preach,” said Christian Selchau-Hansen, co-founder and CEO of Formation. “By bringing marketing, sales and customer success together under one umbrella, we can ensure consistency throughout the entire lifecycle of our customers and to position Formation for hyper-growth.”

“The stakes have never been higher for brands. Customer lifetime value is the most important KPI for any brand in the rapidly changing world of digital native competitors, the metaverse, and continued crackdown on consumer privacy. Helping companies transform how they engage their loyal customers while materially improving loyalty program revenue gets me fired up ” said Lim. “My new role will enable us to better support a seamless and richer experience for our customers, prospects and partners. This will also enable us to more effectively execute our go-to-market strategy and drive hyper-growth within the Dynamic Offer Optimization category.”

Before assuming the role of Chief Growth Officer, Lim served as Formation’s SVP of Marketing. In 2021, he co-founded the Loyalty Innovators, a community of loyalty and customer experience leaders who strive to change the way brands think and drive loyalty. Over the last 10 years Lim’s teams have helped build some of the fastest-growing category leaders, including Druva, Heptio (acquired by VMWare) and Portworx (acquired by Pure). Previous to that, Ty spent a decade in adtech building businesses that served the largest Fortune 500 brands.

About Formation

Formation helps leading consumer brands deepen customer relationships, drive more profitability. The Formation Dynamic Offer Platform automates, personalizes, and optimizes dynamic offers at scale. With its comprehensive offer catalog, loyalty teams can meet specific business objectives such as increasing frequency, driving second purchase and category exploration. Utilizing the industry’s only multi-step offer capability, brands can engage their customers in fun, new ways by gamifying the experience.Our patented technology has delivered over 10B offers and driven over $2B of incremental revenue for leading brands like United Airlines, Giant Eagle and Smiles. For more information, visit Formation also supports a community of digital and marketing leaders called Loyalty Innovators. For more information, visit