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Home  Agenda   Loyalty360 Awards Finalist Presentations: Technology & Trends

Agenda & Speakers

Loyalty360 Awards Finalist Presentations: Technology & Trends

Wednesday, May 21, 2025 - 3:30 PM - 4:30 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 - Technology & Trends 

Successful customer loyalty and engagement strategies rely on technology to better understand, connect with, and serve customers. This category recognizes brands and their supplier partners that have leveraged technologies and techniques (ex: CDP, machine learning, artificial intelligence, augmented reality, gamification) to develop a fresh approach to their loyalty strategy. Finalists in this category will have demonstrated exceptional innovation, leadership, and strategic vision in the implementation of technology-driven solutions to enhance customer loyalty.

Speakers

Barbara Hagen, VP of Sales and Marketing, ThriftBooks

Barbara Hagen is the Vice President of Sales and Marketing of ThriftBooks, the world’s largest online independent seller of used and new books. Hagen has more than 20 years of experience as a senior marketing executive with an exceptional track record of success at Fortune 100 companies spanning Retail, CPG, and Tech and proven expertise in many areas including global strategy; loyalty and retention; eCommerce, inclusive of digital and performance marketing; omnichannel marketing; media, social, and multi-channel communications. Her previous roles include executive marketing leadership positions at Target, Microsoft, Best Buy and Johnson & Johnson.

As a data-driven marketer she leverages her experience to drive profitable sales growth, establish deep customer loyalty, and bring to market innovative strategies for ThriftBooks. Her extensive background has enabled her to successfully deliver continued top-line and bottom-line growth for ThriftBooks while strengthening the brand’s overall market position within the industry.

Hagen received her undergraduate degree in Marketing and Advertising from Syracuse University, an MBA in International Marketing from NYU’s Stern School of Business, and a Master of Science in Business Analytics also from NYU’s Stern School of Business.  She lives in the Seattle area with her husband, three kids, and two much-loved cats.

Heath Nielsen, President, HTeaO

Steering the course of operations alongside CEO Justin Howe, Heath Nielsen serves as the President of HTeaO, a position that epitomizes his dedication to orchestrating daily operations and nurturing relationships with HTeaO’s esteemed franchise owners.

With a career spanning over 25 dynamic years, Heath has led teams within renowned organizations such as Black Rifle, Starbucks, Sony, Vail Resorts, Gap, and the US Army. Throughout his journey, Heath has been driven by an unwavering commitment to excellence, a deep understanding of market dynamics, and a fervent passion for fostering growth and innovation.
 

Lucho Romero, Manager - Hilton Honors Operations, Hilton

Lucho Romero is a Manager within the Loyalty and Customer Engagement team at Hilton. With a strong background in loyalty technology and strategic planning, Lucho has been instrumental in driving innovation and enhancing the Hilton Honors program. Utilizing Phaedon's Tally platform, Lucho has streamlined operational efficiencies and partnered cross-functionally within Hilton to drive loyalty performance and execution. Having been with Hilton for 17 years, Lucho fosters a culture of continuous improvement and excellence within the team, ensuring that Hilton Honors members receive exceptional experiences. His dedication to technology strategy and passion for delivering outstanding results make him a valuable asset to the organization. Lucho's innovative mindset and commitment to excellence continue to drive the success of Hilton Honors.
 

Kaelan Forgues, Product Manager, Loblaw Digital

Kaelan Forgues is a Product Manager focused on building digital experiences that drive customer loyalty and long-term engagement. With deep expertise in eCommerce, marketplaces, and digital loyalty programs, she currently leads the PC Optimum program at Loblaw Digital. Kaelan brings a holistic approach to product strategy, shaped by her background in Finance and Operations, allowing her to connect business goals with user needs and execution realities. Her recent work centers on impactful in-app features designed to enhance engagement and retention. She’s passionate about digital transformation and the evolving intersection of loyalty, and online marketplaces.

Meghan Kirkpatrick, Manager of Digital Experience Strategy, Loblaw Digital

Meghan Kirkpatrick is a CRM & Digital Marketing specialist with a passion for building customer loyalty through personalized experiences. As a Digital Experience Manager for the PC Optimum program at Loblaw Digital, she is responsible for developing and executing digital strategies that enhance the member experience, drive engagement, and increase program participation. Meghan leverages her project management skills and design expertise to collaborate effectively with cross-functional teams and deliver results for Canada’s most-loved brands. 

Russ Fliegler, Loyalty Manager, Portillos

Russ Fliegler is the Loyalty Manager at Portillo’s, an iconic fast casual chain known for American food with a Chicago twist. At Portillo’s, Russ is responsible for developing and executing the loyalty strategy for Portillo’s Perks, which launched in March 2025.

Before joining Portillo’s, Russ worked at Mastercard, where he managed the relationship with the flagship global QSR loyalty client. Prior to Mastercard, Russ spent a year at McDonald’s and served as a strategic advisor to the top five global markets regarding the My McDonald’s Rewards loyalty program. He also served as the Sr. Manager, Loyalty Integrated Marketing at Potbelly Sandwich Works. Before focusing on loyalty marketing and the digital customer experience, Russ held various marketing roles at PepsiCo and the National Basketball Association.

Russ received his MBA from the Ross School of Business at the University of Michigan and his BA in Psychology from the University of Pennsylvania.