11/4/2026 5:00:00 PM
Chartered Marketer Program

CM Townhall - Is Your Loyalty Program Keeping Up?

Members and Chartered Marketers* preferred pricing will be automatically applied. *Must be in good standing.

CPD CREDITS
Earn 0.50 CPD
Register Now
Outlook ICal Google Calendar

Join fellow Chartered Marketers and CM Learners for an interactive conversation designed exclusively for the CM community.

Loyalty programs are everywhere, but customer expectations have changed. Today’s customers expect more than points and discounts. They expect relevance, ease, personalization, and meaningful value in exchange for their data and engagement.

 This session explores how loyalty has evolved and what strengthens, or limits, loyalty today. Through real-world examples, participants will examine the characteristics of more effective loyalty approaches and consider whether their own programs and practices are keeping pace with today’s customer.

  • Loyalty has changed. Has your program? How loyalty and customer expectations are evolving
  • What strengthens loyalty, and what limits it? Exploring the characteristics of effective loyalty through real-world examples
  • Where should marketers focus next? Key questions to consider when evaluating whether your loyalty approach is keeping pace
  • Audience Q&A

  • A clearer understanding of how loyalty and customer expectations have evolved
  • A practical lens for recognizing the characteristics that strengthen or limit loyalty
  • Key questions to help identify where their own loyalty approach may need to evolve

Attendees will gain a fresh, practical perspective on what effective loyalty looks like today. Through real-world examples, they will be able to challenge assumptions about what drives customer loyalty, recognize characteristics that may strengthen or limit their own approach, and identify where they should be asking different questions as customer expectations continue to evolve.

Joanne Pawlicki is a senior marketing and growth leader with more than 20 years of experience across Canada, the UK, Australia, and the U.S. Her career spans consumer brands and complex customer-facing businesses, including Coca-Cola, Nestlé, Kellogg’s, Cineplex, Compass Group, and the CN Tower. Through Pawlicki Marketing & Communications, she advises organizations on brand, growth, customer experience, and loyalty strategy. Joanne holds an MBA from UBC Sauder and is a Chartered Marketer. She is also a CMA instructor, facilitating practical training for marketers across marketing leadership, B2B marketing, and strategic planning.

The Chartered Marketer (CM) designation is the only recognized marketing designation in Canada, highlighting professionals who meet the highest standards of knowledge, experience, and ongoing professional development. The program provides resources, learning opportunities, and exclusive events to help marketers advance their careers and stay at the forefront of the profession.

To learn more about the CM program, how it can benefit your career and how to apply, download the brochure here.

If you are a Chartered Marketer and would like to speak at future CM Townhalls, you can complete this form or email charteredmarketer@thecma.ca.

Major Sponsors