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Home  Agenda   Loyalty360 Awards Finalist Presentations: Customer Experience Strategy

Agenda & Speakers

Loyalty360 Awards Finalist Presentations: Customer Experience Strategy

Wednesday, May 21, 2025 - 2:15 PM - 3:15 PM
The finalists competing in the 2025 Loyalty360 Awards will share details of their programs and strategies in fast-paced presentations. These presentations give attendees a chance to hear first-hand from the brands that are delivering experiences that set them apart from the competition in creating loyal customers. 

As a part of the award process, all registered conference attendees are eligible to vote for platinum, gold, silver, bronze and honorable mention (if applicable) for each category. Winners will be announced during the Loyalty360 Awards ceremony. 

Category Description - Customer Experience Strategy

Now more than ever, brands need to demonstrate a true understanding of their customer’s expectations through the delivery of positive customer experiences as a result of a comprehensive customer experience strategy. From technology to training to socialization and implementation, these brands are committed to
delivering consistently positive customer experiences from all levels of their organization. The Customer Experience Strategy may be a part of or separate from the brand’s overall customer loyalty strategy.

Speakers

Amanda Mitchell, Head of Loyalty, Petro-Canada

Amanda Mitchell is the head of Loyalty at Petro-Canada.  Amanda has an MBA from the Smith School of business and her experience spans over 15 years in the Oil and Gas industry across a variety of disciplines including Strategy, Operations, Logistics, Sales, Marketing and Loyalty.  Amanda is passionate about finding the intersection between satisfying customer needs and driving business value.  In her spare time, Amanda loves skiing with her family, cycling, hosting parties, and travelling. 

Jillian Donnelly, Head of Partnerships - Travel & Lifestyle, Emirates Skywards

With over 11 years’ experience in loyalty partnerships, Jillian leads the Global Retail and Lifestyle
Partner Strategy for Emirates Skywards, the loyalty programme of the world’s largest international
airline. In this role, she drives member acquisition and engagement through a diverse portfolio of
strategic partnerships - ranging from luxury brands to everyday retail.

A proven leader in global loyalty strategy, Jillian has built and scaled high-impact collaborations that
deliver value to members while contributing to Emirates Skywards commercial growth. Aligning
with brands that span multiple customer touchpoints, creating compelling everyday opportunities
for members to earn and spend Skywards Miles, deepening loyalty and enhancing the overall
customer experience.

Focused on innovation and long-term value, Jillian continues to shape the future of loyalty through
integrated, cross-industry initiatives that reflect evolving consumer behaviour and deliver
measurable business outcomes.

Melissa Cummings, Vice President of Digital Marketing, Tropical Smoothie Cafe

Digital marketing, eComm and loyalty leader with 20+ years’ experience at Domino's and Tropical Smoothie Cafe. At Tropical Smoothie, Melissa led Loyalty, CRM, 3PD and Digital Listings, growing loyalty by 50% in one year and leading MarTech strategy. She crafted promotions that drove the highest sales days in Tropical Smoothie’s history and drove the app to #1 in Food. At Domino’s, she oversaw one of the largest loyalty programs and implemented the some of the largest eCommerce A/B testing wins in the brand’s history. Melissa also led store tech, including the self-driving pizza delivery test, ordering & check-in kiosks and digital menu boards.

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

Karen Szarvas serves as Senior Director of CRM and Loyalty at The Vitamin Shoppe®, an omni-channel specialty retailer. Karen has 25 years of global marketing expertise, specializing in customer acquisition, engagement, and retention. She leads the award-winning Healthy Awards loyalty program and CRM initiatives including lifecycle marketing, multi-channel communications and gamified experiences.

Prior to joining The Vitamin Shoppe, she spent seven years as a consultant and 12 years at Wyndham Worldwide, designing loyalty programs, email strategies and branding initiatives that elevated customer growth and engagement.