ABOUT US
Established in 2015, Loyalty & Co. is a boutique firm specializing in Gift Card and Loyalty programs for companies across Canada and the United States. With our collective expertise and extensive industry experience, we have earned a trusted reputation, and we are proud to say that our business thrives primarily through referrals.
MORE THAN A NAME
Loyalty & Co. is more than just a business name—it encapsulates our values and the essence of our service. We are defined by loyalty and a deep commitment to seeing our clients succeed, reflecting the same dedication they have in achieving their business goals.
WHY CHOOSE LOYALTY & CO.?
Our journey in gift card and loyalty programs has been marked by excellence. We’ve spent years building a wealth of knowledge and cultivating relationships that empower our clients. We are your partner in success, and your goals are our goals.
OUR PROMISE
At Loyalty & Co., we pledge to deliver strategic solutions that go beyond the surface. We immerse ourselves in your unique challenges, understand your objectives, and work collaboratively to design and refine loyalty and gift card programs that not only justify your investments but also maximize your business potential.
CUSTOMER-DRIVEN APPROACH
We prioritize delivering data-driven solutions that not only foster customer engagement and loyalty but also optimize profitability, catalyzing the growth of your business. Our approach is a true blend of Art and Science, tailored to your specific needs. We leverage insightful data to formulate a bespoke strategy that precisely aligns with your goals, enabling your business to thrive through well-informed and strategic choices.
A PARTNERSHIP, NOT JUST A SERVICE
We believe in building lasting relationships. Our commitment to your success extends beyond projects and transactions; we aim to be your trusted advisors and partners in every sense of the word. Your success is our success.
WELCOME TO
Where we’re more than just experts—we are your dedicated partners in achieving business excellence.
Where Our Journey Began
Loyalty & Co. began in 2015, born from a profound friendship and collaboration between two visionaries, Joanna Walker and Steve Allmen. Recognizing a significant gap in the market, they set out to address the needs of executives and managers responsible for loyalty, payment, and gift card programs.
A VISION OF SUPPORT AND EXPERTISE
Joanna and Steve shared a vision to provide unwavering support, expertise, and solutions rooted in real-world experience and knowledge. They drew upon years of hands-on involvement in developing and operating these programs. Their insight came from the trenches, which allowed them to understand the challenges and opportunities of the industry fully.
Championing Revenue Growth and Value
Joanna and Steve have earned their reputation as industry leaders for their ability to drive revenue and enhance value through customer engagement and partnership strategies. Their track record of success speaks volumes, especially for top-tier brands.
A Partnership for Success
Loyalty & Co. isn’t just a consultancy; it’s a partnership for success. The team’s dedication to delivering real-world, results-driven solutions has been the foundation of their journey. Grounded and focused on achieving your goals and driving your business to new heights.
A Transition for the Future
As Steve takes a step back from day-to-day operations, Joanna is at the helm, leading Loyalty & Co. into the future. We’ve expanded our team, welcoming subject matter experts who are truly exceptional in their fields. They share the same commitment, values, and expertise that Loyalty & Co. was built on.
Same Dedication, a Bright Future
With Joanna’s leadership and a team of experts, Loyalty & Co. continues to be dedicated to your success. We’re excited to embark on this new chapter, driven by the same unwavering commitment to providing the support, expertise, and solutions that have been the cornerstone of our journey.
“Unless you have 100% customer satisfaction… You must improve.”
HORST SCHULZ
The loyalty business is evolving, and your business needs to evolve. Loyalty & Co. can create the strategy by which your future loyalty programs. In the same way, an architect creates a blueprint before anyone picks us a hammer; we take the pulse of your industry and build a strategy from there. We help our clients build loyalty, payments and gift card strategies that help them stand out from the crowd. Not get lost in it.
“There is a big difference between a satisfied customer + a loyal customer.”
SHEP HYKEN
We take a more custom approach to each of our projects. We take the time to dive deep and figure out what is the best approach to take. Technology solutions are ever-changing, and we keep current with the industry and help you decide what you need and, just as importantly, what you don’t need to do to help your business prosper.
“The first step in exceeding your customer’s expectations is to know those expectations.”
ROY WILLIAMS
After establishing a loyalty program, it’s essential to maintain and nurture it consistently. That’s precisely why we’ve teamed up with seasoned professionals in the industry who can guarantee that we provide our clients with well-established strategies to make the most of your time and resources. To sustain a robust loyalty program, you must have the necessary expertise available to guide you throughout the entire process.
Loyalty & Co’s Team
With a commitment to growing one client at a time, Loyalty & Co. has built a reputation as trusted advisors who deliver real value and support for the people behind the brands working so hard to make an impact within their organizations.
Loyalty & Co. has grown steadily since its inception, partnering with like-minded experts and building a team of skilled professionals in strategy, program design, partnership and strategic development, data analytics, marketing technology, and program operations and execution. Now with a diverse client portfolio encompassing Canadian, US, and international brands, Loyalty & Co.’s mission remains unwavering – collaboratively creating and implementing solutions that skillfully harmonize what is good for the customer and good for the business.
In an ever-evolving market landscape, Loyalty & Co.’s clients consistently grapple with the persistent challenge of acquiring the resources and expertise necessary to achieve their objectives. Loyalty & Co. bridges this gap, ensuring that clients experience unwavering support and access to on-demand resources essential for their success.
✓ Provide an experienced, unbiased, external sounding board for you.
✓ Collaborate with all stakeholders as an integrated trusted advisor and partner.
✓ Provide value frameworks, best practices, research, and tested experience to inform the project process.
✓ Make recommendations, and develop plans that deliver a positive impact to the organization and the customer.
“At the heart of our ethos lies the fundamental belief that we are only successful when our clients are successful.” – Joanna Walker
JOANNA WALKER
PRESIDENT AND CEO
Advocate. Entrepreneur. Determined. Kind.
Joanna is a visionary leader known for her strategic mindset, revenue-focused approach, and ability to inspire innovation across marketing, loyalty, gift card, and financial product programs. With a deep background from renowned loyalty and retail brands like LoyaltyOne, Hudson’s Bay Company, and Bond Brand Loyalty, she brings over 20 years of experience helping organizations build customer-centric programs that drive measurable business growth.
At the core of Joanna’s work is a belief that revenue strategy and customer engagement go hand in hand. She specializes in designing and launching profitable loyalty, gift card, and B2B/B2C programs that align with customer needs while unlocking new revenue streams. Her strength lies not only in strategy development but also in building internal alignment and delivering the operational frameworks needed to support long-term success.
Clients trust Joanna for her ability to navigate complex business landscapes with clarity, collaboration, and a commitment to outcomes. Her work consistently helps organizations evolve from transactional thinking to building high-value, sustainable customer relationships.
Beyond her consulting work, Joanna is a passionate advocate for women in business. Through Wise Women Co., she coaches and facilitates strategic planning sessions for women entrepreneurs, helping them expand their vision and grow with confidence.
Michelle Armstrong
Director Of Strategic Programs
Leader. Solution Oriented. Detailed. Happy.
Michelle is a seasoned Program Manager with over a decade of experience in successfully driving diverse teams to deliver complex projects in the retail and e-commerce sectors. Known for her strategic vision and precise execution, Michelle excels at merging business objectives with innovative solutions ensuring programs not only meet their deadlines and budgets but also drive substantial business growth.
With extensive experience in business strategy, marketing, and communications, Michelle has been instrumental in leading high priority projects, fostering strong client relationships, and enhancing operational efficiencies through effective program oversight. She has successfully led numerous cross-functional teams, demonstrating her ability to navigate complex project landscapes and deliver results that align with strategic business goals.
Michelle’s diverse skill set, business acumen, strong leadership, and commitment to client success have made her a trusted advisor and key asset to organizations looking to elevate their program offerings and achieve measurable outcomes.
Ron Ramesh
COO
Genuine. Approachable. Thoughtful. Process Driven.
Ron’s background is rooted in successful franchise operations within the retail gas station, auto service center and home services industries. His career started in family-owned franchises, after which Ron transitioned to management roles within Franchisors, progressively assuming more senior positions within emerging and established brands. Throughout his career, he has consistently provided unwavering support to single and multi-unit franchisees. His unique ability to transform franchisor strategies into actionable outcomes has led to remarkable revenue growth and notable system enhancements with brands such as Canadian Tire, Mr. Lube, Garage Living and Renewal by Andersen.
As the Founder and CEO of Franchise Strategy Co., Ron possesses a wealth of experience in executing effective strategies for a diverse range of organizations. Drawing from firsthand corporate experience, he has developed a simplified strategic planning approach tailored for emerging franchisors and multi-unit franchisees, equipping them to think and expand like larger enterprises.
Now part of Loyalty & Co., Ron serves as COO, overseeing Franchise Strategy Co. clients and the key operational functions that fuel the company’s growth and success. With a strong focus on business operations, Ron ensures the organization runs efficiently and scales effectively to achieve its ambitious growth objectives.
Steve Allmen
Advisor
Visionary. Networked. Experienced. Loyal.
Steve boasts a remarkable career, having served in Executive roles for esteemed companies within the loyalty industry, including AIMIA Canada, Aeroplan, The Hudson’s Bay Company, and LoyaltyOne. Throughout his journey, he has successfully cultivated strategic partnerships with various players in the loyalty, retail, travel, finance, and marketing sectors. Steve’s expertise in the loyalty industry stands unrivalled, with a profound understanding of its intricacies.
Renowned for his uncanny talent in recognizing market gaps and opportunities, he has demonstrated an exceptional ability to forge strategic alliances that pave the way for a new vision. Moreover, his execution of these initiatives consistently drives value for organizations. Steve’s dedication and contributions to the loyalty industry have left an indelible mark, making him a true standout.
Steve is a valued Strategic Advisor and continues to support Loyalty & Co and our clients with his expertise, strategic thinking and wisdom.
Stephen Knight
Consumer Credit Card and Loyalty Program Consultant
Experienced. Outcome Driven. Extremely Witty.
Stephen has been a trusted advisor in the payments and loyalty businesses for over 20 years, specializing in developing unique card partnerships between retailers and issuers, strategy roadmaps, new payment products, optimizing portfolio returns, and implementing data monetization programs. Stephen has consulted for major retail and FI brands such as; Air Canada, AIR MILES, Amex, ATB, Borrowell, CAA, CIBC, Coast Capital, Dymon Group, GAP, GM Canada, HBC, Irving Oil, Manulife Bank, OLG, PC Bank, RBC, Scotiabank, Tangerine Bank, Target, TD/Visa and WestJet, amongst others.
Before his fourteen years in consulting, Stephen was Senior Vice President, Credit & Loyalty for Hudson’s Bay Company, one of Canada’s largest retailers.
In both consulting and corporate roles, Stephen brings a wealth of knowledge in areas such as finding growth opportunities, monetizing customer data, systems implementations, engineering financial results through relationship metrics and management accountabilities, portfolio risk management, operational effectiveness, and proactive management reporting.
Stephen brings strong experience in Co-Branded Card Issuing Partnerships, De-Novo Card Issuing Support, P&L ownership, Systems Selection / Conversion and Implementation, Systems Selection / Conversion and Implementation.
Stephen is a valued partner of Loyalty & Co., consistently contributing significant value to our large-scale consulting projects.
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