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How can business help solve society’s biggest challenges? Welcome to Take on Tomorrow, the award-winning podcast from PwC that examines the biggest problems facing society and the role business can—and should—play in solving them. Hosts Femi Oke and Lizzie O’Leary talk to industry innovators, tech trailblazers and visionary leaders from around the globe about timely topics: from the climate transition to AI and data; and from the future of food to how we build, move and power the world.
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In this Executive Spotlight, Loyalty360 CEO Mark Johnson speaks with Amanda Mitchell, Head of Loyalty at Petro-Canada, proudly owned by Suncor, Canada’s leading integrated energy company. With nearly 20 years of experience, Mitchell brings a seasoned perspective on how loyalty can transform a commodity-driven industry.
Overseeing Petro-Points, a program with more than 4 million active members across 1,600 retail fuel locations, she shares insights on the unique dynamics of the Canadian loyalty market. Those include the role of digital innovation in creating seamless experiences, and why value and memorability are central to building stronger customer connections.
Chapters
1. Welcome & Series Setup (00:00:00)
2. Meet Petro‑Canada and Petro Points (00:00:51)
3. Amanda’s Unconventional Path to Loyalty (00:02:20)
4. Why Fuel & Convenience Kept Her Hooked (00:03:17)
5. Loyalty’s Role in a Commodity Market (00:04:29)
6. Canada vs. U.S. Loyalty Dynamics (00:05:22)
7. Physical Meets Digital: App and Site (00:06:31)
8. Car Wash, Seasonality, and Value Timing (00:07:52)
9. Defining Value Through Segmentation (00:09:04)
10. Org Alignment to Deliver Value (00:10:54)
11. Memorable Experiences: Everyday + Surprise (00:12:15)
12. VIP Partner Offer That Stood Out (00:14:08)
13. Health, Wellness, and Performance (00:15:26)
14. Family, Food, Reading, and Mentorship (00:17:07)
15. Roots, Education, and Early Lessons (00:18:39)
16. First Job and Leadership Takeaways (00:20:04)
17. Resilience and Gratitude for Challenges (00:21:07)
18. Be Bold: Courageous Leadership (00:22:24)
19. Advice for New Loyalty Pros (00:23:34)
20. Quick Fire: Life, AI, and Guitar (00:25:28)
21. Closing Thanks and Weekly Invite (00:27:22)
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