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 7 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
Luis Fernando Rico Navas
CEO, MindMetriks - Implicit Insights
Session Title Coming Soon
Luis Fernando Rico Navas is a business strategist and specialist in behavioral neuroscience. As the founder of MindMetriks, NeuroSensory Lab, and Implicit Insights, he has led projects for more than 350 brands across 30 countries, integrating neuroscience, biometrics, and artificial intelligence to create experiences that strengthen emotional loyalty.
- 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
- LOYALTY 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
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
What drives a customer to move up a tier, redeem a benefit, or choose your brand over the competition?
This session explores the architecture of loyalty programs, including how to design tier structures that inspire aspiration, select rewards and benefits that customers genuinely value, and balance program economics to ensure profitability without sacrificing customer appeal.
- September 29
- 15:15 - 16:00 hrs
- Smart Talk
- LOYALTY 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
- 16:00 - 16:45 hrs
- Smart Talk
- LOYALTY Stage
Rodrigo Berrocal Calderón
Business Development Specialist, InComm Payments
Session Title Coming Soon
TBC
- September 29
- 16:00 - 16:45 hrs
- Business Case
- LOYALTY Stage
* Program subject to change without notice.
PHASE 2 BLOCKS
BLOCK 4
Operational excellence
Strategy without execution remains just theory. This block tackles one of the most critical questions in loyalty marketing: how do you build the teams, processes, and technology needed to operate and scale a high-impact loyalty program successfully?
BLOCK SESSIONS
TBC
* Program subject to change without notice.
BLOCK 5
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
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
- 11:30 - 12:15 hrs
- Conversatorio
- REWARDS Stage
* Program subject to change without notice.
PHASE 3 BLOCKS
BLOCK 6
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
Strategic partnerships are among the most powerful growth accelerators for a loyalty program. This session explores how to identify, negotiate, and activate partnerships that expand the customer value proposition—from selecting complementary partners and structuring commercial agreements to operational integration and measuring their real impact on member behavior and satisfaction.
- September 30
- 13:15 - 14:00 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
- 13:15 - 14:00 hrs
- Smart Talk
- REWARDS Stage
* Program subject to change without notice.
BLOCK 7
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
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
- 16:00 - 16:45 hrs
- Smart Talk
- LOYALTY 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
- 16:00 - 16:45 hrs
- MASTERCLASS
- REWARDS Stage
* Program subject to change without notice.
Luis Fernando Rico Navas
CEO, MindMetriks - Implicit Insights
Session Title Coming Soon
Luis Fernando Rico Navas is a business strategist and specialist in behavioral neuroscience. As the founder of MindMetriks, NeuroSensory Lab, and Implicit Insights, he has led projects for more than 350 brands across 30 countries, integrating neuroscience, biometrics, and artificial intelligence to create experiences that strengthen emotional loyalty.
- 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
- LOYALTY 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
What drives a customer to move up a tier, redeem a benefit, or choose your brand over the competition?
This session explores the architecture of loyalty programs, including how to design tier structures that inspire aspiration, select rewards and benefits that customers genuinely value, and balance program economics to ensure profitability without sacrificing customer appeal.
- September 29
- 15:15 - 16:00 hrs
- Smart Talk
- LOYALTY 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
- 16:00 - 16:45 hrs
- Smart Talk
- LOYALTY Stage
Rodrigo Berrocal Calderón
Business Development Specialist, InComm Payments
Session Title Coming Soon
TBC
- September 29
- 16:00 - 16:45 hrs
- Business Case
- LOYALTY 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
Fabio Martini 🇧🇷
Global Marketing Director, ASICS
Session Title Coming Soon
Fabio Martini is the Global Marketing Director at ASICS, where he leads OneASICS, the brand’s membership and loyalty ecosystem. With more than 15 years of international experience, he has developed data-driven engagement, branding, and loyalty strategies for global brands including ASICS and Nike.
- September 30
- 9:45 - 10:25 hrs
- LOYALTY Stage
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
- 11:30 - 12:15 hrs
- Conversatorio
- REWARDS Stage
Diego Álvarez
Commercial & Marketing Director, Doters
Loyalty Partnerships: How to Build Strategic Alliances That Multiply the Value of Your Program
Strategic partnerships are among the most powerful growth accelerators for a loyalty program. This session explores how to identify, negotiate, and activate partnerships that expand the customer value proposition—from selecting complementary partners and structuring commercial agreements to operational integration and measuring their real impact on member behavior and satisfaction.
- September 30
- 13:15 - 14:00 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
- 13:15 - 14:00 hrs
- Smart Talk
- 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
- 16:00 - 16:45 hrs
- Smart Talk
- LOYALTY 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
- 16:00 - 16:45 hrs
- MASTERCLASS
- REWARDS Stage
* Program subject to change without notice.