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

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

Andrea Rico

Culture, Workplace Well-Being and Implementation Expert, Buk

buk

Izaro Díez Lezama

Staff Strategic Researcher, Sofía

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.

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.

Sergio Sosa

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.

Elena Benítez Gómez

Elena Benítez Gómez

Managing Director, Gerundio

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.

* 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 Valerión

Mariel Valeirón

Director of Loyalty & Partnerships International Banking, Scotiabank

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.

Luis Miguel Díaz Llaneza Langenscheidt

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.

Federico Couret

Federico Couret

Principal Consultant - LATAM at Loyalty & Rewards Co.

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.

María Escobar

María Cristina Escobar 🇨🇴

Head of Customer Experience & Loyalty, Comercial Nutresa

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.

* 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

Carlos Carreño

Associate Director of Omnichannel Strategy, Cinépolis

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.

Jimena Pierdant

Jimena Pierdant

Head of Mexico, Cashwave; President, IMA LATAM

IMA

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.

María Fernanda Reyes

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.

Rodrigo Berrocal

Rodrigo Berrocal Calderón

Business Development Specialist, InComm Payments

Sylvia Herrera

Sylvia Herrera

Commercial Director, oh! Gift Card

Session Title Coming Soon

TBC

* 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

Leonardo Del Campo

Consulting Director, Comarch

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.

Adrián Villaseñor

Adrián Villaseñor

CEO, Big Simple AI

Rafael Martínez-Frausto

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.

Kelly Hlavinka

Kelly Hlavinka 🇺🇸

VP of Loyalty Strategy, CLMP (Certified Loyalty Marketing Professional)

Epsilon

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.

Oliver Cañedo

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.

* 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

Diego Álvarez

Comercial & Marketing Director, Doters

Doters Viva

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.

Ines Manterola Ogarrio

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.

* 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

Federico Couret

Principal Consultant - LATAM at Loyalty & Rewards Co.

Loyalty & Rewards Co

Loyalty Finance & Economics: How to Structure Your Program Economics and Demonstrate Business Value

TBC

Noé Baruch

Noé Baruch

Managing Director LATAM, Advertima

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.

* Program subject to change without notice.

Andrea Rico

Andrea Rico

Culture, Workplace Well-Being and Implementation Expert, Buk

buk

Izaro Díez Lezama

Staff Strategic Researcher, Sofía

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.

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.

Sergio Sosa

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.

Elena Benítez Gómez

Elena Benítez Gómez

Managing Director, Gerundio

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.

Mariel Valerión

Mariel Valeirón

Director of Loyalty & Partnerships International Banking, Scotiabank

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.

Luis Miguel Díaz Llaneza Langenscheidt

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.

Federico Couret

Federico Couret

Principal Consultant - LATAM at Loyalty & Rewards Co.

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.

María Escobar

María Cristina Escobar 🇨🇴

Head of Customer Experience & Loyalty, Comercial Nutresa

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.

Carlos Carreño

Carlos Carreño

Associate Director of Omnichannel Strategy, Cinépolis

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.

Jimena Pierdant

Jimena Pierdant

Head of Mexico, Cashwave; President, IMA LATAM

IMA

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.

María Fernanda Reyes

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.

Rodrigo Berrocal

Rodrigo Berrocal Calderón

Business Development Specialist, InComm Payments

Sylvia Herrera

Sylvia Herrera

Commercial Director, oh! Gift Card

Session Title Coming Soon

TBC

Liliana Rodríguez

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.

Leonardo del Campo

Leonardo Del Campo

Consulting Director, Comarch

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.

Adrián Villaseñor

Adrián Villaseñor

CEO, Big Simple AI

Rafael Martínez-Frausto

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.

Kelly Hlavinka

Kelly Hlavinka 🇺🇸

VP of Loyalty Strategy, CLMP (Certified Loyalty Marketing Professional)

Epsilon

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.

Oliver Cañedo

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.

Diego Álvarez

Diego Álvarez

Comercial & Marketing Director, Doters

Doters Viva

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.

Ines Manterola Ogarrio

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.

Federico Couret

Federico Couret

Principal Consultant - LATAM at Loyalty & Rewards Co.

Loyalty & Rewards Co

Loyalty Finance & Economics: How to Structure Your Program Economics and Demonstrate Business Value

TBC

Noé Baruch

Noé Baruch

Managing Director LATAM, Advertima

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.

Fabio Martini

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.

* Program subject to change without notice.