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Agenda & Speakers

Best Practices for Managing Effective Brand-to-Brand Partnerships

Thursday, June 6, 2024 - 3:00 PM - 3:35 PM
Parkland’s Michael McDowell will kick off this session by sharing insights into Parkland's successful, unique, and continually evolving approach to partnerships and their integration with the brand’s Journie loyalty program. As a Canadian-based fuel retailer, partnerships play a pivotal role in Parkland’s loyalty strategy, particularly given the prevalence of coalition loyalty programs.

Parkland has a successful coalition offering with partners that include CIBC and Air Canada. During this session, Michael will highlight the achievements in the construction and effective management of the Journie loyalty program, with a focus on maximizing value for consumers and partners alike.

Speakers

Matthew Hall, Head of Loyalty Planning and Development, Air Canada

Matt has been at Aeroplan for over 16 years, joining shortly after Aeroplan was spun-off from Air Canada. He was a member of the team who transitioned back to Air Canada in 2019, and part of the program relaunch team in 2020.
 
He is currently responsible for the commercial operations of the Aeroplan program, including program design, the Aeroplan Elite program, air partnerships, everyday partnerships and currency management.
 
Prior to Aeroplan’s return to Air Canada, Matt held various roles overseeing the Aeroplan partnerships and partner marketing teams.
 

Michael McDowell, VP of Loyalty Programs and Partnerships, Parkland

Mike McDowell is the Vice President of Loyalty Programs and Partnerships at Parkland.  In his role, Mike is responsible for the customer loyalty strategy and driving organic growth of the business with the Journie Rewards program in the Canadian, International and US markets.  Previous to joining Parkland Mike was SVP, Client Development & Partnerships at Bond Brand Loyalty where he led clients in driving positive outcomes through large international loyalty and CX programs.  Mike was instrumental in setting up the Journie Rewards program in the Canadian market for Parkland as part of Bond.  Prior to Bond, Mike spent 11 years in progressively senior sales and marketing roles at Blackberry.
 

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