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Agenda & Speakers

Fueling Meaningful Data: How ExxonMobil Uses Loyalty to Understand its Customers

Tuesday, October 26, 2021 - 9:40 AM - 10:15 AM
Yan Côté is the U.S. Consumer Offer Manager for ExxonMobil, which has more than 11,500 fuel and convenience stations nationwide. One of the challenges Côté has learned to overcome over the years is applying the data they receive from consumers and distilling it in a way that gives them something they can work with to be more effective with their customers.

In this presentation, Côté will discuss how brands can focus on the “critical few things” that that are needle movers with consumers. He will also emphasize the importance of building a proper loyalty foundation, which starts with first getting your “story” in place, and then adding layers on top of it in terms of how to harness more of the available data.

Key takeaways from this presentation include:
 
  • How to evolve your loyalty program, especially in the C-store industry.
  • The need to become more compelling and relevant to consumers,
  • Designing a loyalty program that performs well for consumers who use it.

Speakers

Yan Côté, Director - Consumer Marketing, ExxonMobil

Yan is currently Director - Consumer Marketing for ExxonMobil’s US Fuels business.  His team designs, develops and deploys marketing programs and offers, including Synergy Fuels, the Exxon Mobil Rewards+ program and app, ExxonMobil’s branded proprietary credit card and innovative, contactless payment options such as Alexa Pay for Gas.
 
He earned an Economics degree from the University of Toronto and an MBA from the Schulich School of Business at York University before joining ExxonMobil’s Canadian Affiliate, Imperial Oil, in 1998.  Over the past 23 years, he has held leadership positions of increasing responsibility in sales, operations, strategy development, and marketing, in the US and Canada.
 
Yan is married and the proud father of a Junior in high school.  He enjoys skiing, biking and is a car enthusiast.  
 

Agenda Overview

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