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Agenda & Speakers

Loyalty360 Brand Member Roundtables: Breakfast Discussion - International Customer Loyalty

Monday, September 19, 2022 - 10:10 AM - 10:40 AM

This will be an open discussion around international customer loyalty programs with members of Loyalty360. It is a continuation of a working group focused on program partnerships in an in-person session. It will be a discussion around the uniqueness of the international programs, how brands are managing cross border opportunities and challenges (privacy, configuration).

Greg will lead us through some of the challenges he sees running partnerships for Shell in North and South America, and we will reflect on the challenges we have had in the working group.

This session will be an interactive discussion among all attendees like a digital roundtable where topics could include:

  • Structure of programs/how they work
  • Decisioning  - How it is made for partnerships and global
  • High-level programs – How they operate
  • Program strategy – How to build out the strategy (for the next two to three years)/approach related to brand objectives/missions
  • Legal ramifications and guard rails in different countries


Greg Lemen, Director of Loyalty Partnerships, Shell

Greg joined Shell in 2013 as an experienced hire and is currently the Director of Loyalty Partnerships for Shell Mobility.  In his current role, Greg develops the strategies for existing and new partners inside and outside of the Fuel Rewards program.  Prior to his current role, Greg was the Branded Business Development Manager for Shell and was instrumental in expanding the company’s retail presence within the United States.

Before his time at Shell, Greg worked in various leadership roles at Target and Coca-Cola over a 12-year span with the two companies.  He holds a BA in Marketing from the University of Missouri and is currently residing in Houston, Texas.  Outside of work, Greg enjoys spending time outdoors with his children as much as the Houston heat allows. 

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