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Agenda & Speakers

Loyalty360 Awards Finalist Presentations: Offer, Incentive, and Reward Design

Wednesday, June 5, 2024 - 2:15 PM - 3:15 PM
The finalists competing in the 2024 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 - Offer, Incentive, and Reward Design 
Offers, rewards, and incentives are typically major components of any customer loyalty program or strategy. If your incentives, offers, and reward options are both unique and effective, we want to hear from you. Brands recognized as finalists for this category will have demonstrated their commitment to innovative offers, incentives, and rewards that are personalized, resonate with customers, drive engagement, and foster brand loyalty.


Carly Lee, Director of Membership Strategy & Experience, Circle K

Carly has spent her career building customer growth strategies, programs and experiences to improve engagement, retention and loyalty. She brings together a wealth of experience across consumer marketing, loyalty strategy and omni-channel experience development. She is a dynamic leader who enjoys building teams and developing people by fostering trust, accountability and inclusion in the workplace.
As the Director of Membership Strategy & Experience at CircleK, she leads a talented team that brings data-driven, customer-centric innovation to develop and evolve the Inner Circle member experience. Inner Circle is Circle K’s rewards program and made its debut in June 2023. Since then, the program has expanded into 30 states and is available in more than 4000 locations. Carly drove the program launch across a nation-wide store footprint that’s delighted core customer segments and driven business growth. She and her team are dedicated to making members’ life a little bit easier everyday through connected and personalized experiences across digital & retail touch points.
Prior to Circle K, Carly worked with Fortunate 500 companies to design, build and launch bespoke loyalty programs as a practice lead at Concentrix (formerly known as PK and Lenati). She holds an MBA from the University of Michigan and is an avid mountaineer who believes in the power of outdoors.

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.

Keith McLellan, Group Director of Digital Strategy and Customer Experience, Whataburger

Keith McLellan is the Group Director of Digital Strategy and Customer Experience for Whataburger. He is accountable for digital sales growth, sponsoring digital innovation efforts, building marketing campaigns that drive loyalty and oversees the digital ordering platforms. In his 20 years in the restaurant and hospitality business he has been on teams that have gained industry recognition like in 2014 Nation Restaurant News ranked Whataburger #1 brand in engagement for all restaurant companies on social media. He went on to launch Whataburger’s loyalty program and mobile app and in July 2022, QSR Magazine recognized his team’s work for the fastest growing app downloads in July beating out industry giants like McDonald’s, Starbucks and Panda Express.  Whataburger recognized his team with a Game Changer Award in 2019 for their work launching 3PS delivery.
He is passionate about creating simplicity from complexity and is known for being a strong team builder, mentor, and developer of talent. In his spare time, he loves to fish, read, exercise orange theory and hang out with his wife Elizabeth and their 3 kids Ruthie, Molly and Duncan.

Rachel Vandewal, Loyalty & CRM Manager – Mobility Marketing, Shell Canada

Rachel Vandewal is a veteran of the oil and gas industry and has been with Shell for over 18 years.  Throughout her career, she’s held various roles with ever-expanding responsibilities across Sales, Operations and Marketing in both the Lubricants and Mobility businesses.  In her current role, she leads the customer loyalty strategy for Shell Go+; Mobility’s best customer program and the #1 Fuels Loyalty Program in Canada, as per Bond Loyalty.  Day-to-day, she collaborates with her team and external partners to sustainably grow fuel, c-store and car wash sales at Shell stations across Canada.
Rachel earned a B.A. in Communications from Brigham Young University.  She resides in Calgary, AB with her husband and two children.

Ryan Draude, Head of Loyalty, Giant Food

The current Head of Loyalty for Giant Food, Ryan Draude has invested his career in the evolution of long-term customer relationships made through the benefits of loyalty & retention programs.

With Giant, he is responsible for fostering the customer relationships with prospective and current shoppers across omnichannel interaction points and forging the path toward benefits and experiences that serve millions of shoppers who shop both in-store and via eCommerce across the Mid-Atlantic.

Ryan formerly led Choice Privileges, the multi-billion-dollar reward program for Choice Hotels, and over a five-year period overhauled the program via the scrutiny of member data and the respect to listen to what members sought from the program. The results catapulted the program to its first major Freddie Award and moved the program from #11 in the country to #2 in the US News & World Report’s Best Hotel Reward Program category.

Prior, Ryan earned a U.S. patent for his work standing up Sallie Mae’s customer engagement efforts via his delivery of the first true-cost college affordability online tool for all families to understand the real education financing. His tenure includes other loyalty, marketing, and financial leadership positions with Rite Aid, Capital One, Citigroup and Switchfly.

He is also an Adjunct Professor at Georgetown University, teaching Loyalty Strategy within their Hospitality Leadership program at the Master’s level for the past four years.

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