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Agenda & Speakers

Personalization, Segmentation, and Candance Management Best Practices: Brand Perspective

Tuesday, September 20, 2022 - 11:15 AM - 11:50 AM
Personalization is a topic near and dear to most members of Loyalty360, with over 80% of brands looking to add resources that focus on personalization.

For many, personalization is also a very challenging topic, as 73% of brands feel the personalization efforts of their competitors are more sophisticated than their own.

Brands are focusing more on personalizing messages, segmenting customers, and understanding how to keep customers engaged; however, challenges remain. Marketers realize that customers are demanding more personalized content, communications, and offers, while being compared against a growing list of brands within and outside their competitive set.

The need for a shared understanding of what personalization means to the brand is imperative for organizational success. This session will focus on how brands can successfully enhance the efficacy of their customer loyalty efforts.

Join us for a great panel session from leading marketers as they discuss insights and best practices on segmentation, personalization, and cadence management.
  • Define: Understand the importance of creating a defined, understood, and shared definition of personalization
  • Honest Technology Assessments: How brands are evaluating their current technology stack and what technologies can be integrated to create a targeted plan to improve personalization efforts
  • Effective Roadmap: Leveraging established definitions of personalization and technology to create a roadmap that can be used inside or alongside the brand’s customer loyalty program
  • Organization Support: How brands are building and maintaining support within their organizations at all levels to support successful personalization efforts and overall customer loyalty strategies


Dena Pizzutti, Sr. Marketing Manager - Personalization and Optimization, Wawa

Dena Pizzutti is the Senior Marketing Manager of Personalization and Optimization for Wawa, a chain of more than 900 convenience retail stores in the Mid-Atlantic and Florida.  She currently oversees the Wawa Rewards loyalty program and Customer 360 efforts.  Dena has over ten years of experience in loyalty marketing, previously working for CVS on the ExtraCare program.  Additionally, Dena holds a Doctorate in Business Administration and has taught marketing courses at West Chester University and St. Joseph’s University.

Karen Szarvas, Sr. Director of Customer Loyalty & Partnerships, The Vitamin Shoppe

Karen Szarvas serves as Sr. Director of Customer Loyalty & Partnerships at The Vitamin Shoppe®, an omni-channel specialty retailer and wellness lifestyle company. In her role, Karen oversees the newly redesigned Healthy Awards Loyalty program and is responsible for the development, execution and management of the program, as well as strategies to drive customer awareness, engagement and retention. Karen has more than 19 years of global marketing and loyalty experience and is a highly motivated, customer focused, thought leader. Prior to joining The Vitamin Shoppe, she worked at Wyndham Worldwide and consulted at KMS Marketing Solutions where she specialized in loyalty, branding, customer communications and experiences.

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