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
Closing Keynote – Day 1
Liliana Rodríguez de la Torre
Enterprise Account Director for Mexico & Central America at Adobe Inc
Opening Keynote – Day 2
Fabio Martini
Global Marketing Director at ASICS
THE 3 PHASES OF THE JOURNEY
PHASE 1 BLOCKS
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
Session Title Coming Soon
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
Session Title Coming Soon
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
Deep Customer Understanding: An Anthropological, Psychographic, and Strategic Approach to Building Genuine Loyalty
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
Mariel Valeirón
Director of Loyalty & Partnerships International Banking, Scotiabank
How to Build a Program Around the Customer and Drive 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.
- Septiembre 29
- 12:30 - 13:15 hrs
- Smart Talk
- LOYALTY 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
- REWARDS Stage
Federico Couret
Principal Consultant - LATAM at Loyalty & Rewards Co.
Session Title Coming Soon
Federico Couret is the Principal Consultant for Latin America at Loyalty & Reward Co. He brings extensive experience designing, implementing, and managing loyalty, CRM, and incentive programs across B2C and B2B markets for global brands. His work integrates strategy, customer experience, data analytics, and performance measurement to drive business results.
- September 29
- 13:15 - 14:00 hrs
- MASTERCLASS
- LOYALTY Stage
María Cristina Escobar 🇨🇴
Head of Customer Experience & Loyalty, Comercial Nutresa
Integrated Programs: Building Loyalty Within the Sales Force
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
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; President, IMA LATAM
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
Rodrigo Berrocal Calderón
Business Development Specialist, InComm Payments
Sylvia Herrera
Commercial Director, oh! Gift Card
Session Title Coming Soon
TBC
- September 29
- 16:30 - 17:15 hrs
- Business Case
- REWARDS Stage
* Program subject to change without notice.
PHASE 2 BLOCKS
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
Leonardo Del Campo
Consulting Director, Comarch
Session Title Coming Soon
Leonardo is an engineer and Consulting Director for LATAM at Comarch. He specializes in leading CRM and marketing initiatives for large companies, supported by AI-powered loyalty strategies. With nearly two decades of experience in the technology industry, he has scaled operations across the region, driving digital transformation and customer retention in highly competitive markets.
- September 30
- 10:25 - 11:10 hrs
- Business Case
- LOYALTY Stage
Adrián Villaseñor
CEO, Big Simple AI
Rafael Martínez-Frausto
Global Head of Loyalty Consulting
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.
- September 30
- 10:25 - 11:10 hrs
- Panel Discussion
- 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.
- September 30
- 11:30 - 12:15 hrs
- Smart Talk
- LOYALTY Stage
Oliver Cañedo
Retail Industry Lead, Google Cloud Latin America
Session Title Coming Soon
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 30
- 11:30 - 12:15 hrs
- Deep Dive Session
- REWARDS Stage
* Program subject to change without notice.
PHASE 3 BLOCKS
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
Comercial & Marketing Director, Doters
Loyalty Partnerships: How to Build Strategic Alliances That Multiply the Value of Your Program
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, Galileo Financial Technologies
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.
- September 30
- 12:30 - 13:15 hrs
- Smart Talk
- REWARDS 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.
Loyalty Finance & Economics: How to Structure Your Program Economics and Demonstrate Business Value
TBC
- September 30
- 15:15 - 16:00 hrs
- MASTERCLASS
- REWARDS 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.
- September 30
- 16:30 - 17:15 hrs
- Smart Talk
- LOYALTY Stage
* Program subject to change without notice.
Andrea Rico
Culture, Workplace Well-Being and Implementation Expert, Buk
Izaro Díez Lezama
Staff Strategic Researcher, Sofía
Session Title Coming Soon
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
Session Title Coming Soon
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
Deep Customer Understanding: An Anthropological, Psychographic, and Strategic Approach to Building Genuine Loyalty
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
Mariel Valeirón
Director of Loyalty & Partnerships International Banking, Scotiabank
How to Build a Program Around the Customer and Drive 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.
- Septiembre 29
- 12:30 - 13:15 hrs
- Smart Talk
- LOYALTY 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
- REWARDS Stage
Federico Couret
Principal Consultant - LATAM at Loyalty & Rewards Co.
Session Title Coming Soon
Federico Couret is the Principal Consultant for Latin America at Loyalty & Reward Co. He brings extensive experience designing, implementing, and managing loyalty, CRM, and incentive programs across B2C and B2B markets for global brands. His work integrates strategy, customer experience, data analytics, and performance measurement to drive business results.
- September 29
- 13:15 - 14:00 hrs
- MASTERCLASS
- LOYALTY Stage
María Cristina Escobar 🇨🇴
Head of Customer Experience & Loyalty, Comercial Nutresa
Integrated Programs: Building Loyalty Within the Sales Force
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
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; President, IMA LATAM
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
Rodrigo Berrocal Calderón
Business Development Specialist, InComm Payments
Sylvia Herrera
Commercial Director, oh! Gift Card
Session Title Coming Soon
TBC
- 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
Session Title Coming Soon
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
Leonardo Del Campo
Consulting Director, Comarch
Session Title Coming Soon
Leonardo is an engineer and Consulting Director for LATAM at Comarch. He specializes in leading CRM and marketing initiatives for large companies, supported by AI-powered loyalty strategies. With nearly two decades of experience in the technology industry, he has scaled operations across the region, driving digital transformation and customer retention in highly competitive markets.
- September 30
- 10:25 - 11:10 hrs
- Business Case
- LOYALTY Stage
Adrián Villaseñor
CEO, Big Simple AI
Rafael Martínez-Frausto
Global Head of Loyalty Consulting
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.
- September 30
- 10:25 - 11:10 hrs
- Panel Discussion
- 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.
- September 30
- 11:30 - 12:15 hrs
- Smart Talk
- LOYALTY Stage
Oliver Cañedo
Retail Industry Lead, Google Cloud Latin America
Session Title Coming Soon
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 30
- 11:30 - 12:15 hrs
- Deep Dive Session
- REWARDS Stage
Diego Álvarez
Comercial & Marketing Director, Doters
Loyalty Partnerships: How to Build Strategic Alliances That Multiply the Value of Your Program
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, Galileo Financial Technologies
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.
- September 30
- 12:30 - 13:15 hrs
- Smart Talk
- REWARDS Stage
Federico Couret
Principal Consultant - LATAM at Loyalty & Rewards Co.
Loyalty Finance & Economics: How to Structure Your Program Economics and Demonstrate Business Value
TBC
- September 30
- 15:15 - 16:00 hrs
- MASTERCLASS
- REWARDS 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.
- 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.
- September 30
- 17:15 - 18:00 hrs
- LOYALTY Stage
* Program subject to change without notice.