Agenda & Speakers

Mariana Diaz, Loyalty Manager, bp

Mariana is the earnify Loyalty Manager for Mobility & Convenience Americas, focusing on the adaptation and execution of loyalty programs for bp, ampm, Thorntons, and Travel Centers of America.
 
Mariana’s journey with bp began in 2018, where she worked on expanding bp's brand into new markets, starting with Mexico. Soon after, she took over the Loyalty Program for Mexico, and in April 2023, started with earnify implementation in the US market. In 2025, she took a new role as the earnify Loyalty Manager for bp, ampm, Thorntons, and Travel Centers of America.
 
Prior to joining bp, she spent 10 years managing digital projects and consumer offer development at Procter & Gamble and Sodexo. She holds a bachelor’s degree in Accounting and a master’s in Marketing Strategies from Universidad Panamericana in Mexico City.
 
She is passionate about team building and helping others. One of my guiding principles is that "the guest is the most important in every decision." Outside of work, she enjoys spending time with family, which includes husband and two lovable lab dogs, and playing tennis.

Nicole Bernhardt, Senior Director of Loyalty, Lowe’s

Nicole is an accomplished business line owner with a passion for driving growth for organizations through data and designing consumer-first experiences.

Starting her career at State Farm, Nicole aided in the creation of an innovation area at State Farm and helped build processes to progress concepts through the innovation pipeline and deliver innovation at scale. Nicole continued her passion for consumer-led innovation joining Under Armour and leading Global Consumer Insights for several product categories, collaboratively influencing each category’s growth strategy and plan.
Most recently, Nicole was the head of Ulta Beauty Rewards, a best-in-class loyalty program with 44M+ active members that consistently achieved strong year over year growth under her leadership. Nicole also led personalization at Ulta Beauty, delivering against incremental sales goals from data-led and consumer-first experiences.
Currently, Nicole is the Senior Director of Loyalty at Lowe’s, leading two distinct loyalty programs for homeowners and professionals, as well as member experiences, events, and kid’s workshops. She leads a team of marketing strategists, customer experience experts, and operational specialists to deliver member performance, execute program operations, build a personalized loyalty experience, and develop the long-term loyalty strategy and roadmap.

Outside of work, Nicole and her husband stay busy chasing around their two young kids and two dogs.  In addition to family time, Nicole enjoys staying active through group fitness classes and discovered a hidden talent for cooking that has become a newfound passion.   
 

Prudence Milligan, Sr. Customer Strategy Manager, Virginia Lottery

Prudence has over 25 years’ experience in marketing strategy that spans advertising, CRM and loyalty program development and customer experience in the digital space. Data-driven insights has always been at the forefront of each program she has created. She has worked with clients such as: APAC McDonald’s – Hong Kong, Singapore, and Australia to develop a robust CRM program for each country’s McDelivery service. Additionally, she worked with America’s Test Kitchen, Biogen Idec, and others to establish data-driven CRM program frameworks. Most recently, Prudence led the strategy development for the Virginia Lottery’s new loyalty program and in her spare time, she just launched an entertainment app, called Shoes & Booze.
 

Keith McLellan, Group Director of Digital Customer Experience, Whataburger

Keith McLellan is Group Director of Digital Customer Experience at Whataburger, where he leads digital sales growth, innovation, and loyalty-driving marketing campaigns. With over 20 years in the restaurant and hospitality industry, he’s passionate about turning complex challenges into simple, scalable solutions. Keith is a recognized team builder and mentor, and outside of work, he enjoys fishing, reading, and spending time with his wife Elizabeth and their three kids.