The Only Two-Day Conference Designed to Build High-Performing Loyalty Programs from the Ground Up
LOMA 2026 is more than a series of presentations. It is a structured learning journey organized into 6 strategic blocks that guide you step by step—from understanding customer behavior to maximizing the value of loyalty.
- Each session builds on the previous one.
- Every day begins and ends with a keynote that reinforces the overall vision.
- By the end, you won’t leave with inspiration alone—you’ll leave with a complete framework.
KEYNOTES: Strategic Anchors
Opening Keynote - Day 1
Nel Silva Palacio
Chief Marketing Officer at Nexxia
Closing Keynote – Day 1
Liliana Rodríguez de la Torre
Enterprise Account Director for Mexico & Central America at Adobe Inc
Opening Keynote – Day 2
Mariana Fonseca
Vice President, Customer Office, Walmart de México and Central America
Closing Keynote – Day 2
Fabio Martini
Global Marketing Director at ASICS
Nel Silva Palacio
Chief Marketing Officer, Nexxia
The Secret Isn’t in the Program. It’s Behind the Program. The Loyalty Operating System: The People, Operations and Gamification Behind t-premia’s Success
In this session, Nel shares what usually does not appear in a loyalty program presentation: what happens behind the scenes and makes the magic possible, combining experience, real-life cases and a thought-provoking perspective on the future of loyalty.
Nel has more than 20 years of experience in marketing, loyalty, digital transformation and customer experience. Currently, as CMO of Nexxia, he leads strategies that integrate people, data, operations, technology and creativity to build loyalty ecosystems capable of creating authentic and lasting connections.
- September 29
- 9:30 - 10:30 hrs
- LOYALTY Stage
Andrea Rico
Culture, Workplace Well-Being and Implementation Expert, Buk
Izaro Díez Lezama
Staff Strategic Researcher, Sofía
Gen Z: Trends, Expectations and the Challenge for Organizations
Generation Z is transforming how organizations and brands build relationships. Beyond products and benefits, they value authenticity, purpose and meaningful experiences. In this session, we will explore the trends shaping their expectations and the keys to building lasting connections.
Andrea Rico is an expert in workplace culture, employee well-being, and Buk implementation. She leads the digital transformation of human resources by connecting talent, technology, and organizational development. With experience in cultural transformation, data analytics, and agile methodologies, she drives strategies that strengthen well-being, culture, and performance.
Izaro Díez Lezama leads qualitative and quantitative research at Sofía, connecting human insights with business outcomes. With more than 14 years of experience in innovation, strategic design, and customer experience, she has developed projects for global brands, bringing a human-centered, international, and impact-driven perspective.
- September 29
- 10:30 - 11:15 hrs
- Panel Discussion
- LOYALTY Stage
Rocío Franco 🇨🇱
Senior Consultant specializing in Loyalty Programs, Euromonitor International
Decoding Loyalty: Understanding the Consumer of the Future
The next loyalty revolution will not be built on points or discounts, but on understanding what people value and how they make decisions. In an AI-driven environment, the brands that anticipate needs and gain a deeper understanding of human behavior will be the ones that build lasting relationships and achieve sustainable growth.
- September 29
- 10:30 - 11:15 hrs
- Smart Talk
- REWARDS Stage
Sergio Sosa
CEO, AiBrands
Building Loyalty Through the Consumer Mind
Sergio Sosa is the founder and CEO of AiBrands, specializing in NeuroAI, scientific neuromarketing, and artificial intelligence. With more than 15 years of experience, he advises global brands, holds doctoral studies in Communication, serves as a guest professor, is an academic author, and actively participates in Ibero-American advertising research networks.
- September 29
- 11:30 - 12:15 hrs
- Deep Dive Session
- LOYALTY Stage
Elena Benítez Gómez
Managing Director, Gerundio
Understanding People, Building Loyalty: From Anthropological Insight to Innovation Strategy
In the age of data, understanding your customer goes far beyond demographics. This session explores how anthropological and psychographic research methodologies can be combined to understand customers as individuals—their motivations, beliefs, values, and underlying behaviors. Through user-centered design and strategic innovation frameworks, participants will learn how to translate these insights into business decisions that foster meaningful and lasting emotional connections with their customers.
- September 29
- 11:30 - 12:15 hrs
- Deep Dive Session
- REWARDS Stage
Luis Miguel Díaz Llaneza Langenscheidt
Founder and CEO, RESULTS Driven Loyalty
Session Title Coming Soon
Luis Miguel Díaz Llaneza is the founder and CEO of RESULTS Driven Loyalty, a firm specializing in loyalty, incentive, and engagement programs. With experience at Booz Allen Hamilton, American Express, Financiera Independencia, and Volaris, he leads SaaS and co-branded credit card solutions designed to strengthen value ecosystems across Mexico and Latin America.
- Septiembre 29
- 12:30 - 13:15 hrs
- Panel
- LOYALTY Stage
Oliver Cañedo
Retail Industry Lead, Google Cloud Latin America
Using AI to Understand and Predict Customer Behavior
Data is the foundation of every AI strategy. Loyalty programs are among the richest and most valuable sources of customer data, yet few organizations make full use of it. This session explores how to build business intelligence capabilities through loyalty: advanced segmentation, predictive churn and engagement models, and incrementality measurement. Most importantly, it will examine how to use data generated by loyalty programs to develop more precise and profitable marketing strategies.
Oliver Cañedo serves as the Consumer Industry Lead for Google Cloud in Latin America, leveraging more than 10 years of experience to drive digital transformation for the region’s leading retailers. He acts as a trusted advisor, helping businesses leaders define and implement the strategic capabilities required to thrive in the digital landscape through the effective application of cutting-edge cloud technology and AI.
- September 29
- 12:30 - 13:15 hrs
- Deep Dive Session
- REWARDS Stage
Federico Couret 🇺🇸
Principal Consultant - LATAM at Loyalty & Rewards Co.
Loyalty Strategy, Models and Best Practices
This session explores how to design loyalty strategies aligned with business objectives and customer motivations. It will cover key fundamentals, best practices, leading models and global case studies to demonstrate how loyalty can differentiate a brand, drive preference and build long-term value.
Federico is Principal Consultant for Latin America at Loyalty & Reward Co. He has extensive experience designing, implementing and managing loyalty, CRM and B2C and B2B incentive programs for global brands, integrating strategy, customer experience, data analytics and performance measurement.
- September 29
- 13:15 - 14:00 hrs
- MASTERCLASS
- LOYALTY Stage
María Cristina Escobar 🇨🇴
Head of Customer Experience & Loyalty, Comercial Nutresa - Grupo Nutresa
The B2B Loyalty Ecosystem as a Driver of Sustainable, Long-Term Customer Relationships
In today’s B2B environment, ensuring customer relevance and continuity requires going beyond traditional incentives. This session presents how to build a comprehensive loyalty ecosystem in which a differentiated value proposition, strategic relationship management and the sales force work together as the primary drivers of growth and ongoing customer support.
María Cristina Escobar Maya is an engineer and customer experience strategist recognized for her expertise in B2B loyalty. With nearly two decades of experience, she has led loyalty programs, strategic incentive models, and digital solutions that strengthen relationships between brands and their distribution channels.
- September 29
- 13:15 - 14:00 hrs
- Business Case
- REWARDS Stage
Carlos Carreño
Associate Director of Omnichannel Strategy, Cinépolis
Rewards, Benefits & Tiers: A Strategic Framework for Designing What Customers Truly Value
What makes a customer loyal? This session takes a deeper look at loyalty program architecture: how to design structures that connect with customers, create aspiration and deliver valuable benefits without sacrificing profitability.
Carlos Carreño is Associate Director of Omnichannel at Cinépolis, with 20 years of experience in digital marketing and consumer-centric strategies. He leads marketing initiatives, the Club Cinépolis loyalty program, and customer service, building on a 10-year career with the company.
- September 29
- 15:15 - 16:00 hrs
- Smart Talk
- LOYALTY Stage
Jimena Pierdant
Head of Mexico, Cashwave
Session Title Coming Soon
Jimena Pierdant leads Cashwave’s operations in Mexico and Colombia and serves as President of IMA LATAM. With more than 15 years of experience, she leads incentive, loyalty, and customer management strategies, building partnerships and experiences that strengthen retention, profitability, and relationships among brands, consumers, and employees.
- September 29
- 15:15 - 16:00 hrs
- Panel Discussion
- REWARDS Stage
María Fernanda Reyes Ayala
Brand & Loyalty Manager, PepsiCo
Session Title Coming Soon
María Fernanda Reyes Ayala is Brand & Loyalty Manager at PepsiCo, specializing in loyalty, branding, and cross-channel communications. She leads the evolution of Joy, the company’s loyalty program, integrating engagement, personalization, and connected customer experiences. She has previously worked at Aeroméxico and Doters and holds a Master’s degree in Neuromarketing.
- September 29
- 16:30 - 17:15 hrs
- Smart Talk
- LOYALTY Stage
Angélica Lira
Business Development Director, InComm Payments México
Sylvia Herrera
Commercial Director, oh! Gift Card
Session Title Coming Soon
Angélica Lira is Director of New Business at InComm Payments Mexico. With more than 20 years of experience in technology and payments, she leads innovation and partnership strategies that combine commercial vision, creativity and technology to transform the relationship between consumers, payments and brands.
Sylvia Herrera is Commercial Director at oh! Gift Card and a specialist in value strategies, gift cards and strategic partnerships across Latin America. With 25 years of industry experience, she has led the development of solutions that strengthen loyalty, enhance the customer experience and create value for businesses.
- September 29
- 16:30 - 17:15 hrs
- Business Case
- REWARDS Stage
Liliana Rodríguez de la Torre
Enterprise Account Director for Mexico & Central America, Adobe Inc
You Have the Data. But Are You Creating Value? How to Turn Information into Personalized Experiences That Build Loyalty
Personalization is key to transforming data into relevant experiences. This session explores how artificial intelligence and creativity can turn information into consistent, personalized and scalable content. The future of loyalty will depend less on collecting more data and more on putting it to effective use.
Liliana Rodríguez de la Torre, Enterprise Account Director for Mexico & Central America at Adobe, drives digital transformation, customer experience, and artificial intelligence initiatives. Her perspective emphasizes that loyalty is built on trust, cultivated through consistent, relevant, and innovative digital experiences.
- September 29
- 17:15 - 18:00 hrs
- REWARDS Stage
Mariana Fonseca
Vice President, Customer Office, Walmart de México and Central America
Loyalty Is Not a Program: How to Build Lasting Relationships Through Customer-Centric Decision-Making
What truly drives customer loyalty? In this session, Mariana Fonseca will share how to build relevant, lasting relationships at scale by integrating data, human behavior and business decision-making. The session will demonstrate that loyalty is not an isolated initiative, but the outcome of every decision a company makes with its customers in mind.
Mariana is Vice President of the Customer Office at Walmart de México and Central America. With 19 years of experience in digital marketing, loyalty and innovation, she leads the company’s regional customer-centric strategy, driving the use of data, omnichannel experiences and business transformation.
- September 30
- 09:30 - 10:30 hrs
- REWARDS Stage
Rafael Martínez-Frausto
Global Head of Loyalty Consulting
Adrián Villaseñor
CEO, Big Simple AI
AI & Agentic Commerce in Loyalty: Artificial Intelligence as the New Standard for Personalization
Artificial intelligence is redefining what loyalty programs can achieve. This session explores how generative AI and agentic commerce are transforming personalization at scale, enabling customer behavior prediction, real-time offer automation, and loyalty experiences that anticipate consumer needs before they are explicitly expressed.
Rafael Martínez-Frausto is Global Head of Loyalty, Customer Centricity and Co-Brand Cards at Mastercard. With 15 years of experience, he has created programs such as Club Premier and Doters, developed partnerships for global clients and advised more than 40 companies. He has also co-founded three startups.
Adrián Villaseñor is an entrepreneur, investor and specialist in turning artificial intelligence into business results. He leads AVROS and Criterium AI, served as CEO of Auronix and has scaled companies, raised more than MXN 1.7 billion and delivered international talks on the strategic adoption of AI.
- September 30
- 10:30 - 11:10 hrs
- Panel Discussion
- LOYALTY Stage
Loyalty as a Growth Engine in the AI Era
- September 30
- 10:30 - 11:10 hrs
- Business Case
- REWARDS Stage
Kelly Hlavinka 🇺🇸
VP of Loyalty Strategy, CLMP (Certified Loyalty Marketing Professional)
The Future of Loyalty: How Brands Can Move Up the Maturity Curve
Loyalty programs in Latin America must evolve beyond points. This session introduces a maturity framework to help brands assess their current position and build more strategic, data-driven, and emotionally relevant experiences, with practical ideas for retail and financial services.
Kelly has more than 25 years of experience in loyalty and CRM. She is a thought leader, speaker and change agent in loyalty strategy. She has worked at Epsilon for 12 years and previously held several loyalty marketing roles at COLLOQUY.
- September 30
- 11:30 - 12:15 hrs
- Smart Talk
- LOYALTY Stage
Mariel Valeirón
Director of Loyalty & Partnerships International Banking, Scotiabank
Customer-Centric Loyalty Strategy: How to Build a Program That Starts with the Customer and Delivers Business Results
An effective loyalty strategy does not begin with the product—it begins with the customer. This session breaks down the process of building a loyalty strategy from the ground up: defining business objectives, mapping the customer journey, identifying key moments of truth, and designing a value proposition that drives sustainable repeat purchases, customer advocacy, and brand preference.
Mariel Valierón is Director of Loyalty & Partnerships for International Banking at Scotiabank. With more than 20 years of experience in the financial industry across Latin America and the Caribbean, she leads regional loyalty, payments, partnerships and innovation initiatives that strengthen the customer experience and drive sustainable growth.
- Septiembre 30
- 11:30 - 12:15 hrs
- Smart Talk
- REWARDS Stage
Diego Álvarez
Commercial & Marketing Director, Doters
Loyalty Partnerships: How to Build Strategic Alliances That Multiply the Value of Your Program
This session explores how strategic partnerships can strengthen a loyalty program, from partner selection and agreement negotiation to integration and measurement. The goal: expand the value proposition and create greater impact on customer behavior and satisfaction.
Diego Álvarez is Commercial & Marketing Director at Doters, where he leads commercial strategy, partnerships, pricing, brand, and CRM. With experience in finance, airlines, and business transformation, he is driving a multi-partner loyalty ecosystem designed to democratize travel and position Doters Points as a leading value currency.
- September 30
- 12:30 - 13:15 hrs
- Smart Talk
- LOYALTY Stage
Ines Manterola Ogarrio
Co-Brands & Loyalty LATAM, SoFi Tech Solutions
Co-Brands in Loyalty: How Financial Partnerships Can Become the Core of Your Strategy
Co-brand programs are among the most sophisticated and profitable instruments within the loyalty ecosystem, yet they are often among the least understood. This session explores how co-brands work from the inside out—from the financial logic behind partnership agreements and negotiations with issuers and payment networks to the factors that drive long-term success and make co-brands a powerful differentiator within a loyalty strategy.
Ines leads the development of Co-Brand and Loyalty programs across Latin America at SoFi Tech Solutions. With more than a decade of experience in technology, payments and financial services, she helps retailers, airlines and commercial chains build world-class loyalty and co-branded card programs.
- September 30
- 12:30 - 13:15 hrs
- Smart Talk
- REWARDS Stage
Raúl Soto
National Manager of Coppel Max, Grupo Coppel Rewards Program
Collective Intelligence: How Data Unifies the Loyalty Experience at Grupo Coppel
This session explores how Grupo Coppel evolved toward an integrated Customer Centricity strategy with Coppel Max, bringing together Retail and Financial Services to better understand customers, offer frictionless incentives and reward both spending and financial well-being, strengthening long-term relationships.
Raúl Soto is National Manager of Grupo Coppel’s Rewards Program, with more than 20 years of experience. He has led loyalty, customer centricity and digital transformation initiatives, driving innovative projects such as Customer Journey and Coppel Max to improve both the customer experience and business profitability.
- September 30
- 13:15 - 14:00 hrs
- Smart Talk
- LOYALTY Stage
Federico Couret 🇺🇸
Principal Consultant - LATAM at Loyalty & Rewards Co.
From Investment to Growth: The True Value of Loyalty Programs
This session explores the financial dynamics behind loyalty programs and how to turn them into profitable engines of growth. It covers concepts such as costs, incentives, breakage, liability, ROI, incrementality and customer value to optimize investment and generate sustainable value for the business.
Federico is Principal Consultant for Latin America at Loyalty & Reward Co. He has extensive experience designing, implementing and managing loyalty, CRM and B2C and B2B incentive programs for global brands, integrating strategy, customer experience, data analytics and performance measurement.
- September 30
- 15:15 - 16:00 hrs
- MASTERCLASS
- LOYALTY Stage
Noé Baruch
Managing Director LATAM, Advertima
Media, Retail Media & Loyalty: Opportunities and Challenges of a New Value Creation Model
The convergence of media, retail media, and loyalty is redefining how brands generate value from their customer base. Beyond customer acquisition, loyalty programs are becoming proprietary media platforms and key enablers of retail media ecosystems, capable of segmenting, activating, and monetizing audiences through the power of first-party data. This session explores both the opportunities—from optimizing advertising investments to creating new revenue streams through retail media—and the challenges, including technology integration, data governance, and the development of the internal capabilities required to successfully execute and scale these models.
Noé has more than 15 years of experience in commercial and marketing strategies for the retail and consumer goods industries. He currently develops in-store retail media solutions that integrate technology, data and creativity, strengthening collaboration between brands and retailers to connect with consumers and generate value.
- September 30
- 16:30 - 17:15 hrs
- Smart Talk
- LOYALTY Stage
Fabio Martini 🇧🇷
Global Marketing Director, ASICS
The Leaky Bucket: Why your loyalty program is producing less loyal customers and how to fix it
The average consumer is enrolled in 17 loyalty programs but active in only 8. The global loyalty industry is worth billions and growing at double digits. And yet true brand loyalty hit its lowest point in years. We’ve spent decades building a massive industry — on the wrong foundation.
Fabio Martini is Global Marketing Director at ASICS and leads OneASICS, the company’s membership and loyalty ecosystem. With more than 15 years of experience at ASICS and Nike, he develops data-driven engagement, branding and lifecycle strategies that connect digital, retail and community experiences.
- September 30
- 17:15 - 18:00 hrs
- LOYALTY Stage
* Program subject to change without notice.
BLOCK 1
Human & Behavior Understanding
Before designing any loyalty program, you need to understand why people become loyal—and why they stop being loyal. This block provides the foundation that most programs overlook: the neuroscience and psychology behind every customer decision.
BLOCK SESSIONS
Andrea Rico
Culture, Workplace Well-Being and Implementation Expert, Buk
Izaro Díez Lezama
Staff Strategic Researcher, Sofía
Gen Z: Trends, Expectations and the Challenge for Organizations
Generation Z is transforming how organizations and brands build relationships. Beyond products and benefits, they value authenticity, purpose and meaningful experiences. In this session, we will explore the trends shaping their expectations and the keys to building lasting connections.
Andrea Rico is an expert in workplace culture, employee well-being, and Buk implementation. She leads the digital transformation of human resources by connecting talent, technology, and organizational development. With experience in cultural transformation, data analytics, and agile methodologies, she drives strategies that strengthen well-being, culture, and performance.
Izaro Díez Lezama leads qualitative and quantitative research at Sofía, connecting human insights with business outcomes. With more than 14 years of experience in innovation, strategic design, and customer experience, she has developed projects for global brands, bringing a human-centered, international, and impact-driven perspective.
- September 29
- 10:30 - 11:15 hrs
- Panel Discussion
- LOYALTY Stage
Rocío Franco 🇨🇱
Senior Consultant specializing in Loyalty Programs, Euromonitor International
Decoding Loyalty: Understanding the Consumer of the Future
The next loyalty revolution will not be built on points or discounts, but on understanding what people value and how they make decisions. In an AI-driven environment, the brands that anticipate needs and gain a deeper understanding of human behavior will be the ones that build lasting relationships and achieve sustainable growth.
- September 29
- 10:30 - 11:15 hrs
- Smart Talk
- REWARDS Stage
Sergio Sosa
CEO, AiBrands
Building Loyalty Through the Consumer Mind
Sergio Sosa is the founder and CEO of AiBrands, specializing in NeuroAI, scientific neuromarketing, and artificial intelligence. With more than 15 years of experience, he advises global brands, holds doctoral studies in Communication, serves as a guest professor, is an academic author, and actively participates in Ibero-American advertising research networks.
- September 29
- 11:30 - 12:15 hrs
- Deep Dive Session
- LOYALTY Stage
Elena Benítez Gómez
Managing Director, Gerundio
Understanding People, Building Loyalty: From Anthropological Insight to Innovation Strategy
In the age of data, understanding your customer goes far beyond demographics. This session explores how anthropological and psychographic research methodologies can be combined to understand customers as individuals—their motivations, beliefs, values, and underlying behaviors. Through user-centered design and strategic innovation frameworks, participants will learn how to translate these insights into business decisions that foster meaningful and lasting emotional connections with their customers.
- September 29
- 11:30 - 12:15 hrs
- Deep Dive Session
- REWARDS Stage
* Program subject to change without notice.
BLOCK 2
Customer-Centric Loyalty Strategy
Now that you understand customer behavior, the next step is building the strategy—not around the product, but around the customer. You’ll learn how to create a loyalty program rooted in real customer insights and designed to drive measurable business outcomes.
BLOCK SESSIONS
Luis Miguel Díaz Llaneza Langenscheidt
Founder and CEO, RESULTS Driven Loyalty
Session Title Coming Soon
Luis Miguel Díaz Llaneza is the founder and CEO of RESULTS Driven Loyalty, a firm specializing in loyalty, incentive, and engagement programs. With experience at Booz Allen Hamilton, American Express, Financiera Independencia, and Volaris, he leads SaaS and co-branded credit card solutions designed to strengthen value ecosystems across Mexico and Latin America.
- Septiembre 29
- 12:30 - 13:15 hrs
- Panel
- LOYALTY Stage
Oliver Cañedo
Retail Industry Lead, Google Cloud Latin America
Using AI to Understand and Predict Customer Behavior
Data is the foundation of every AI strategy. Loyalty programs are among the richest and most valuable sources of customer data, yet few organizations make full use of it. This session explores how to build business intelligence capabilities through loyalty: advanced segmentation, predictive churn and engagement models, and incrementality measurement. Most importantly, it will examine how to use data generated by loyalty programs to develop more precise and profitable marketing strategies.
Oliver Cañedo serves as the Consumer Industry Lead for Google Cloud in Latin America, leveraging more than 10 years of experience to drive digital transformation for the region’s leading retailers. He acts as a trusted advisor, helping businesses leaders define and implement the strategic capabilities required to thrive in the digital landscape through the effective application of cutting-edge cloud technology and AI.
- September 29
- 12:30 - 13:15 hrs
- Deep Dive Session
- REWARDS Stage
Federico Couret 🇺🇸
Principal Consultant - LATAM at Loyalty & Rewards Co.
Loyalty Strategy, Models and Best Practices
This session explores how to design loyalty strategies aligned with business objectives and customer motivations. It will cover key fundamentals, best practices, leading models and global case studies to demonstrate how loyalty can differentiate a brand, drive preference and build long-term value.
Federico is Principal Consultant for Latin America at Loyalty & Reward Co. He has extensive experience designing, implementing and managing loyalty, CRM and B2C and B2B incentive programs for global brands, integrating strategy, customer experience, data analytics and performance measurement.
- September 29
- 13:15 - 14:00 hrs
- MASTERCLASS
- LOYALTY Stage
María Cristina Escobar 🇨🇴
Head of Customer Experience & Loyalty, Comercial Nutresa - Grupo Nutresa
The B2B Loyalty Ecosystem as a Driver of Sustainable, Long-Term Customer Relationships
In today’s B2B environment, ensuring customer relevance and continuity requires going beyond traditional incentives. This session presents how to build a comprehensive loyalty ecosystem in which a differentiated value proposition, strategic relationship management and the sales force work together as the primary drivers of growth and ongoing customer support.
María Cristina Escobar Maya is an engineer and customer experience strategist recognized for her expertise in B2B loyalty. With nearly two decades of experience, she has led loyalty programs, strategic incentive models, and digital solutions that strengthen relationships between brands and their distribution channels.
- September 29
- 13:15 - 14:00 hrs
- Business Case
- REWARDS Stage
* Program subject to change without notice.
BLOCK 3
Value design: rewards, benefits & experience
A loyalty strategy without a compelling value architecture cannot succeed. In this block, you’ll learn how to design rewards, benefits, and experiences that customers genuinely value by leveraging consumer neuroscience, gamification, and tier structures that drive long-term engagement.
SESIONES DEL BLOQUE
Carlos Carreño
Associate Director of Omnichannel Strategy, Cinépolis
Rewards, Benefits & Tiers: A Strategic Framework for Designing What Customers Truly Value
What makes a customer loyal? This session takes a deeper look at loyalty program architecture: how to design structures that connect with customers, create aspiration and deliver valuable benefits without sacrificing profitability.
Carlos Carreño is Associate Director of Omnichannel at Cinépolis, with 20 years of experience in digital marketing and consumer-centric strategies. He leads marketing initiatives, the Club Cinépolis loyalty program, and customer service, building on a 10-year career with the company.
- September 29
- 15:15 - 16:00 hrs
- Smart Talk
- LOYALTY Stage
Jimena Pierdant
Head of Mexico, Cashwave
Session Title Coming Soon
Jimena Pierdant leads Cashwave’s operations in Mexico and Colombia and serves as President of IMA LATAM. With more than 15 years of experience, she leads incentive, loyalty, and customer management strategies, building partnerships and experiences that strengthen retention, profitability, and relationships among brands, consumers, and employees.
- September 29
- 15:15 - 16:00 hrs
- Panel Discussion
- REWARDS Stage
María Fernanda Reyes Ayala
Brand & Loyalty Manager, PepsiCo
Session Title Coming Soon
María Fernanda Reyes Ayala is Brand & Loyalty Manager at PepsiCo, specializing in loyalty, branding, and cross-channel communications. She leads the evolution of Joy, the company’s loyalty program, integrating engagement, personalization, and connected customer experiences. She has previously worked at Aeroméxico and Doters and holds a Master’s degree in Neuromarketing.
- September 29
- 16:30 - 17:15 hrs
- Smart Talk
- LOYALTY Stage
Angélica Lira
Business Development Director, InComm Payments México
Sylvia Herrera
Commercial Director, oh! Gift Card
Session Title Coming Soon
Angélica Lira is Director of New Business at InComm Payments Mexico. With more than 20 years of experience in technology and payments, she leads innovation and partnership strategies that combine commercial vision, creativity and technology to transform the relationship between consumers, payments and brands.
Sylvia Herrera is Commercial Director at oh! Gift Card and a specialist in value strategies, gift cards and strategic partnerships across Latin America. With 25 years of industry experience, she has led the development of solutions that strengthen loyalty, enhance the customer experience and create value for businesses.
- September 29
- 16:30 - 17:15 hrs
- Business Case
- REWARDS Stage
* Program subject to change without notice.
BLOCK 4
Business intelligence & personalization
The most sophisticated loyalty programs are built on data. In this block, you’ll learn how analytics and artificial intelligence enable organizations to deliver personalized experiences at scale. Personalization is no longer a future ambition—it has become the industry standard, powered by AI and first-party data.
BLOCK SESSIONS
Rafael Martínez-Frausto
Global Head of Loyalty Consulting
Adrián Villaseñor
CEO, Big Simple AI
AI & Agentic Commerce in Loyalty: Artificial Intelligence as the New Standard for Personalization
Artificial intelligence is redefining what loyalty programs can achieve. This session explores how generative AI and agentic commerce are transforming personalization at scale, enabling customer behavior prediction, real-time offer automation, and loyalty experiences that anticipate consumer needs before they are explicitly expressed.
Rafael Martínez-Frausto is Global Head of Loyalty, Customer Centricity and Co-Brand Cards at Mastercard. With 15 years of experience, he has created programs such as Club Premier and Doters, developed partnerships for global clients and advised more than 40 companies. He has also co-founded three startups.
Adrián Villaseñor is an entrepreneur, investor and specialist in turning artificial intelligence into business results. He leads AVROS and Criterium AI, served as CEO of Auronix and has scaled companies, raised more than MXN 1.7 billion and delivered international talks on the strategic adoption of AI.
- September 30
- 10:30 - 11:10 hrs
- Panel Discussion
- LOYALTY Stage
Loyalty as a Growth Engine in the AI Era
- September 30
- 10:30 - 11:10 hrs
- Business Case
- REWARDS Stage
Kelly Hlavinka 🇺🇸
VP of Loyalty Strategy, CLMP (Certified Loyalty Marketing Professional)
The Future of Loyalty: How Brands Can Move Up the Maturity Curve
Loyalty programs in Latin America must evolve beyond points. This session introduces a maturity framework to help brands assess their current position and build more strategic, data-driven, and emotionally relevant experiences, with practical ideas for retail and financial services.
Kelly has more than 25 years of experience in loyalty and CRM. She is a thought leader, speaker and change agent in loyalty strategy. She has worked at Epsilon for 12 years and previously held several loyalty marketing roles at COLLOQUY.
- September 30
- 11:30 - 12:15 hrs
- Smart Talk
- LOYALTY Stage
Mariel Valeirón
Director of Loyalty & Partnerships International Banking, Scotiabank
Customer-Centric Loyalty Strategy: How to Build a Program That Starts with the Customer and Delivers Business Results
An effective loyalty strategy does not begin with the product—it begins with the customer. This session breaks down the process of building a loyalty strategy from the ground up: defining business objectives, mapping the customer journey, identifying key moments of truth, and designing a value proposition that drives sustainable repeat purchases, customer advocacy, and brand preference.
Mariel Valierón is Director of Loyalty & Partnerships for International Banking at Scotiabank. With more than 20 years of experience in the financial industry across Latin America and the Caribbean, she leads regional loyalty, payments, partnerships and innovation initiatives that strengthen the customer experience and drive sustainable growth.
- Septiembre 30
- 11:30 - 12:15 hrs
- Smart Talk
- REWARDS Stage
* Program subject to change without notice.
BLOCK 5
Partnerships & strategic growth
The most successful loyalty programs do not grow alone. This block explores how strategic partnerships—with airlines, banks, retailers, and broader ecosystems—can multiply the value of loyalty beyond the boundaries of your brand.
BLOCK SESSIONS
Diego Álvarez
Commercial & Marketing Director, Doters
Loyalty Partnerships: How to Build Strategic Alliances That Multiply the Value of Your Program
This session explores how strategic partnerships can strengthen a loyalty program, from partner selection and agreement negotiation to integration and measurement. The goal: expand the value proposition and create greater impact on customer behavior and satisfaction.
Diego Álvarez is Commercial & Marketing Director at Doters, where he leads commercial strategy, partnerships, pricing, brand, and CRM. With experience in finance, airlines, and business transformation, he is driving a multi-partner loyalty ecosystem designed to democratize travel and position Doters Points as a leading value currency.
- September 30
- 12:30 - 13:15 hrs
- Smart Talk
- LOYALTY Stage
Ines Manterola Ogarrio
Co-Brands & Loyalty LATAM, SoFi Tech Solutions
Co-Brands in Loyalty: How Financial Partnerships Can Become the Core of Your Strategy
Co-brand programs are among the most sophisticated and profitable instruments within the loyalty ecosystem, yet they are often among the least understood. This session explores how co-brands work from the inside out—from the financial logic behind partnership agreements and negotiations with issuers and payment networks to the factors that drive long-term success and make co-brands a powerful differentiator within a loyalty strategy.
Ines leads the development of Co-Brand and Loyalty programs across Latin America at SoFi Tech Solutions. With more than a decade of experience in technology, payments and financial services, she helps retailers, airlines and commercial chains build world-class loyalty and co-branded card programs.
- September 30
- 12:30 - 13:15 hrs
- Smart Talk
- REWARDS Stage
Raúl Soto
National Manager of Coppel Max, Grupo Coppel Rewards Program
Collective Intelligence: How Data Unifies the Loyalty Experience at Grupo Coppel
This session explores how Grupo Coppel evolved toward an integrated Customer Centricity strategy with Coppel Max, bringing together Retail and Financial Services to better understand customers, offer frictionless incentives and reward both spending and financial well-being, strengthening long-term relationships.
Raúl Soto is National Manager of Grupo Coppel’s Rewards Program, with more than 20 years of experience. He has led loyalty, customer centricity and digital transformation initiatives, driving innovative projects such as Customer Journey and Coppel Max to improve both the customer experience and business profitability.
- September 30
- 13:15 - 14:00 hrs
- Smart Talk
- LOYALTY Stage
* Program subject to change without notice.
BLOCK 6
Monetization, media & financial impact
The final block brings everything together. Your member base is more than an audience—it is a media platform. Your loyalty program is an economic asset that can be structured, measured, and proven. This block provides the financial and media frameworks needed to position loyalty as a compelling business case for any CFO.
BLOCK SESSIONS
Federico Couret 🇺🇸
Principal Consultant - LATAM at Loyalty & Rewards Co.
From Investment to Growth: The True Value of Loyalty Programs
This session explores the financial dynamics behind loyalty programs and how to turn them into profitable engines of growth. It covers concepts such as costs, incentives, breakage, liability, ROI, incrementality and customer value to optimize investment and generate sustainable value for the business.
Federico is Principal Consultant for Latin America at Loyalty & Reward Co. He has extensive experience designing, implementing and managing loyalty, CRM and B2C and B2B incentive programs for global brands, integrating strategy, customer experience, data analytics and performance measurement.
- September 30
- 15:15 - 16:00 hrs
- MASTERCLASS
- LOYALTY Stage
Noé Baruch
Managing Director LATAM, Advertima
Media, Retail Media & Loyalty: Opportunities and Challenges of a New Value Creation Model
The convergence of media, retail media, and loyalty is redefining how brands generate value from their customer base. Beyond customer acquisition, loyalty programs are becoming proprietary media platforms and key enablers of retail media ecosystems, capable of segmenting, activating, and monetizing audiences through the power of first-party data. This session explores both the opportunities—from optimizing advertising investments to creating new revenue streams through retail media—and the challenges, including technology integration, data governance, and the development of the internal capabilities required to successfully execute and scale these models.
Noé has more than 15 years of experience in commercial and marketing strategies for the retail and consumer goods industries. He currently develops in-store retail media solutions that integrate technology, data and creativity, strengthening collaboration between brands and retailers to connect with consumers and generate value.
- September 30
- 16:30 - 17:15 hrs
- Smart Talk
- LOYALTY Stage
* Program subject to change without notice.