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Meet Wade Sugiyama
Founder, Guide the Hero Consulting | Customer Loyalty & Marketing Strategy
Helping companies create moments that matter and earn customers for life.
Wade Sugiyama is a marketing executive with over 20 years of experience leading global campaigns for brands such as Starbucks, T-Mobile, Samsung, and AARP. As a StoryBrand Certified Coach, he helps organizations strengthen customer relationships through authentic storytelling and measurable loyalty programs that drive real ROI.
Core Areas of Expertise
- Customer retention and loyalty strategy
- Brand messaging and storytelling
- Data-driven marketing and customer engagement
- Workshop facilitation and executive coaching
Professional Background
Wade has served as Senior Director of Strategy & Insights at Merkle and Senior Manager of Customer Growth at T-Mobile, where he led campaigns generating millions in incremental revenue and engagement. Today, through Guide the Hero Consulting, he helps brands reconnect with their customers through empathy, clarity, and human-centered marketing.
Approach & Philosophy
Wade believes loyalty isn’t earned through discounts—it’s earned through understanding. His approach blends emotional intelligence with strategy to help companies create lasting impact.
Credentials & Recognition
- StoryBrand Certified Coach
- Former Marketing Executive, Starbucks & T-Mobile
- Founder, Guide the Hero Consulting
- B.A., University of Hawaii
