Evolving Loyalty Programs for Today’s Customer

• How loyalty programs have evolved and what customers expect today
• What differentiates effective vs. underperforming loyalty programs
• How program structure (e.g., points-based, tiered, experience-led) impacts engagement and performance
• A practical framework to assess current program effectiveness and identify gaps
• How to strengthen loyalty programs to better drive customer behaviour, retention, and revenue
• Current legal and regulatory considerations for loyalty programs in Canada

• A clear view of how loyalty programs are evolving and what works today
• Practical frameworks to assess and strengthen existing programs
• Real-world examples that illustrate both effective and ineffective approaches
• Greater confidence in improving program performance and impact

• A loyalty program assessment framework to evaluate current effectiveness
• A clear definition of best-in-class vs. outdated program structures
• A set of priority actions to improve engagement and performance
• A measurement approach to connect loyalty to business outcomes

Marketing Managers, Senior Managers, and Directors responsible for customer engagement, retention, or loyalty initiatives, as well as agency partners supporting CRM, loyalty, and customer experience programs.

This session is ideal for marketers who “touch” loyalty, whether through strategy, campaigns, or program management, and are looking to strengthen program performance and business impact.

Joanne Pawlicki, MBA, CM
Marketing Executive | CMA Instructor

Joanne Pawlicki is a senior marketing leader who has built her career across leading global organizations, including Coca-Cola, Nestlé, and Kellogg, with international experience across Canada, the UK, and Australia, before moving into enterprise-scale leadership roles at Cineplex Entertainment and Compass Group.

Her foundation in blue-chip CPG shaped a disciplined, insight-driven approach to brand and growth. She has since applied that expertise in complex, multi-unit and high-growth environments, where marketing must directly drive business outcomes. This has defined her approach: combining rigour with agility and applying a whole-business lens.

Joanne has led large-scale marketing mandates and transformations, including driving double-digit growth in multi-unit environments, leading a $1.7B division marketing scope, and restoring a $200M portfolio to 20%+ growth and category leadership. She is known for connecting strategy to execution and aligning cross-functional teams to deliver measurable commercial impact.

In addition to her corporate leadership experience, Joanne has worked in advisory and facilitation capacities, partnering with organizations to align leadership teams, strengthen commercial acumen, and unlock growth through more effective marketing. As a CMA instructor, she teaches budgeting, P&L management, and strategic marketing planning, and is recognized for delivering practical, engaging learning experiences.

Joanne is passionate about business and the role marketing can play in helping organizations grow and perform at their best.

Areas of Expertise

• Brand Strategy, Positioning and Architecture
• Strategic Planning and Market Analysis
• Go-to-Market Strategy and Digital Ecosystems
• Integrated Marketing Strategy and Campaign Development
• Customer Segmentation, Target Definition and Customer Insights
• Loyalty Strategy and Program Development
• Mission, Vision and Values Development
• Marketing and Organizational Alignment
• Strategic Partnerships and Growth Initiatives
• Executive Leadership, Team Development and Marketing Investment Planning

Cancellation or transfer of registration must be received by e-mail to learning@thecma.ca no later than ten (10) business days prior to the date of the training to receive a full refund. No refunds will be given for cancellations made less than ten (10) business days prior to the training date. If you registered for a training but are unable to attend, substitutions* are welcome any time prior to the original registration training date at no extra cost.

*Substitutions refer to the transfer of a registration from one individual to a colleague