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Agenda & Speakers

Cultivating Loyalty in the Digital Age: Navigating Customer Engagement and Transformation

Thursday, June 6, 2024 - 2:15 PM - 2:50 PM
In today's fast-paced digital landscape, cultivating customer loyalty requires a deep understanding of evolving consumer behaviors, effective engagement strategies, and a willingness to adapt to constant transformations. Join us for an insightful panel session as we delve into the intricacies of navigating customer loyalty and transformation in the digital age.

Our panelists will share their perspectives, strategies, and real-world experiences in fostering loyalty amidst the ever-changing digital ecosystem. From leveraging data analytics to personalize customer experiences to harnessing the power emerging technologies, our panel will explore innovative approaches to building lasting connections with today's tech-savvy consumers.

Key discussion topics will include:
  • The Evolution of Customer Loyalty: Understanding shifting consumer expectations and behaviors in the digital era.
  • Strategies for Seamless Engagement: Harnessing digital platforms and channels to create meaningful interactions and foster brand loyalty.
  • Data-Driven Insights: Leveraging customer data to drive personalized experiences and enhance retention.
  • Adapting to Change: Navigating digital transformation and staying agile in a rapidly evolving marketplace.


Karen Szarvas, Sr. Director of CRM and Loyalty, The Vitamin Shoppe

Karen Szarvas serves as Sr. Director of CRM & Loyalty at The Vitamin Shoppe®, an omni-channel specialty retailer and wellness lifestyle company. In her role, Karen provides expertise and leadership to design marketing strategies to increase acquisition, customer engagement and retention. Karen has 20+ years of global marketing, CRM and Loyalty experience and is a dynamic, innovative, thought leader. Prior to joining The Vitamin Shoppe, she worked at Wyndham Worldwide where she managed the Wyndham Rewards Loyalty program, email, and direct marketing efforts and consulted at KMS Marketing Solutions specializing in loyalty, branding, and customer experiences.

Nicole Hulstein, Loyalty Marketing Manager, Food Lion

Nicole Hulstein currently holds the role of Loyalty Marketing Manager for Food Lion, a grocery retailer that operates 1,108 grocery retail locations over 10 states. As Loyalty Marketing Manager, Nicole is responsible for ensuring that the strategy of Food Lion's Loyalty Program achieves the key performance indicators of a strong loyalty program while achieving the financial obligations for the organization. She serves as the key CRM owner of the email and push channels.

Nicole has worked in grocery retail for 19+ years in many capacities including procurement, financial analysis, merchandising, category management and her current passion - loyalty marketing! In the years of service, Nicole has led teams through innovative dynamic supply chain changes, system migrations, process changes and category management of a multi-million dollar business. She brings creativity and a curious mindset to the loyalty area of the business - traits that were paramount to the creation of a 3 year strategy plan to inform the future of Loyalty for Food Lion.

Nicole has a bachelor of science degree with a marketing concentration from Pfeiffer University. She has enjoyed many post graduate training and development opportunities including: Cornell University Food Management Program, Scotwork North America Advanced Negotiation Skills and Emerging Leaders Program at the University of Arizona.

Nicole brings creative high energy and optimism to address business opportunities and align teams on a go-forward process to achieve objectives. She has a keen understanding of the supply chain side of the organization and our customer which she brings into creating meaningful marketing materials which communicate the right message while driving strong financial performance.

Nicole has received several professional recognitions including "Produce Business Top 40 Under 40" (2020), Emerging Leader (2021) and Mentor in the Making (2022).

She resides in Kannapolis, NC with her husband (Kevin), children - Noah (13), Quinn (8).

Nicole Pavlovich, Sr. Director - Integrated Customer Marketing, Dominos

Nicole has over 20 years of experience in QSR and Casual Dining. She joined Domino's in 2012 and took on progressive levels of responsibility, with experience leading teams in multiple areas of marketing. From running the in-house digital media buying team, to leading a/b testing and UX improvement across all eCommerce ordering platforms, to consulting with International markets on their digital strategies - Nicole has full funnel digital customer journey experience. In her current role, Nicole oversees digital customer retention activities, including owned media channels, targeted marketing and personalization efforts, and ownership of the loyalty program which recently evolved into the new Domino's Rewards.
Prior to Domino’s, Nicole worked in field marketing for Apple American Group and as a corporate trainer for Applebee’s International Inc. Nicole earned a bachelor’s degree in marketing from Western Michigan University and an MBA from University College, Dublin in Ireland. She currently resides in Michigan.

Per Jensen, Director - Loyalty, Stop & Shop

Per is the Loyalty Lead at Stop&Shop. Here he has transformed the impact and role of Loyalty through a customer centric approach. He built Catalina Marketing from the ground up in Germany and has extensive experience with in the Retail/CPG space. He has held high level roles across the spectrum covering business strategy, finance, operations, advanced analytics, consumer insights and new technologies to drive sales.
He is married and has three children. When the opportunity presents itself, he won’t shy away from bigger challenges: He climbed to the point on earth closest to the sun (Mount Chimborazo in Ecuador) and on weekends you may find him on his race bike doing rides between 100km to 300km.

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