What happens when decades of marketing experience collide with the fastest technological shift the industry has ever seen?

In this episode of Stacked with Jennifer LaForge, Jennifer sits down with Randy Weyersberg, CEO of AI Catalyst and a veteran marketing executive whose 40+ year career has included IBM, Unilever, Mars, Nike, Bell and OLG.

Randy shares his perspective on how AI, MarTech and data are fundamentally changing the way brands connect with consumers - and why marketers can no longer afford to build six-month plans in a world that changes by the day. Instead, he argues for faster pilots, a portfolio of ideas and a willingness to move before everything is perfect.

Jennifer and Randy also dig into the growing importance of data and attribution, why Marketing Mix Modeling is becoming even more powerful alongside AI, and how new technology is making it possible to measure channels like affiliate, retail media and influencer marketing in ways traditional models struggled to capture.
They explore what consumers actually want from loyalty programs, why simplicity and frictionless experiences matter, and how brands can use technology to create more value without sacrificing trust. For Randy, the goal is simple: make it easy for customers to get what they want, when they want it and how they want it.

The conversation also tackles one of marketing's biggest challenges in the AI era: trust. From fake reviews and questionable products to increasingly sophisticated technology, Randy explains why brands that protect the customer and build trust over time will have the advantage - and why consumers still need to “trust but verify.”
Whether you're a marketer, business leader, loyalty professional or simply curious about how AI is changing the way we shop and make decisions, this episode offers a practical look at where marketing has been - and where it's going next.

What actually makes a customer stay loyal?

It’s not just points, discounts, or rewards. Often, it comes down to whether a customer feels understood, valued, and taken care of - especially when something goes wrong.

In this episode of Stacked with Jennifer LaForge, Jennifer sits down with Reja Mulloor, Director of Engagement at Rakuten.ca, to explore what customer retention really looks like behind the scenes.

Reja shares why retaining an existing customer can be more valuable than constantly chasing new ones, how brands can turn feedback into better experiences, and why “surprise and delight” still plays such an important role in building long-term loyalty.

They also discuss referral programs, creating shopping habits, the balance between acquisition and retention, and why one poor customer experience can undo years of loyalty if it isn’t handled properly.

The conversation also looks ahead at how AI is changing personalization and customer engagement, including the fine line between creating a useful experience and crossing into what Reja calls the “creep factor.”

Later, Reja shares her personal definition of value, why consumers should be more intentional about the loyalty programs they choose, and how brands can earn a lasting place in a customer’s wallet by investing in the entire relationship — not just the transaction.
Whether you work in marketing, loyalty, retail, customer experience, or simply want to understand why some brands earn your loyalty while others lose it, this episode offers a practical look at what keeps customers coming back.

What if the smartest way to shop was actually to buy less?

In this episode of Stacked, Jennifer LaForge sits down with Esther Garnick, Closet Editor & Wardrobe Consultant at EG Wardrobe Edit, to explore how we can build wardrobes that make us feel better, spend smarter, and stop accumulating clothes we never actually wear.

After two decades in PR and a period of professional burnout, Esther unexpectedly discovered a new calling helping women edit their closets, rethink how they shop, and use clothing as a tool for confidence and self-expression.

Esther shares why cost per wear matters more than the price tag, how emotional triggers and online influencers can lead to panic purchases, and why a sale isn't really a deal if the item spends its life hanging in your closet. They also explore investing in timeless basics, mixing high and low price points, using consignment and wish lists to save money, and recognizing when something truly works for you.

Whether you love shopping or dread opening your closet, this conversation offers a practical and refreshingly honest look at how to spend with more intention, waste less, and build a wardrobe around the life you actually live.

What makes someone truly loyal to a brand?

It’s easy to think loyalty comes down to price, points, or promotions. But the strongest brands create something much harder to replicate: connection, belonging, trust, and a reason for customers to keep choosing them.

In this episode of Stacked, Jennifer LaForge sits down with Idan Driman, Vice President of Marketing at Pet Valu, to explore how brands can build deeper relationships with customers in an increasingly complex marketplace.

Drawing on his experience across Pet Valu, Toys “R” Us, Holt Renfrew, and Sears Canada, Idan shares why customer value goes far beyond price, how emotional connection can become a powerful form of loyalty, and why authenticity is what separates a memorable campaign from a brand movement.

They discuss the rise of the Buy Canadian movement, the importance of community and belonging, what makes brand partnerships genuinely valuable, and why trust and brand resilience are built over time rather than through a single campaign.

Idan also challenges the traditional divide between brand marketing and performance marketing, explains why marketers need both science and creativity, and explores how brands should think about affiliate marketing within an increasingly complex customer journey.

Whether you’re a marketer, brand leader, loyalty professional, or business executive, this conversation offers a fresh perspective on what creates lasting customer loyalty - and why the brands people feel connected to are often the hardest ones to leave.

What happens to consumer loyalty when people are constantly being asked to make trade-offs?

After years of inflation, economic uncertainty, shifting interest rates, changing shopping habits, and new pressures on household budgets, Canadian consumers have become more cautious, intentional, and willing to reconsider the brands they buy.

In this episode of Stacked, Jennifer LaForge sits down with Chris Chhim, Research Director, Research East and Public Affairs at Angus Reid Group, to explore what the data is telling us about Canadian consumer sentiment, spending, loyalty, and value.

Chris shares why Canadians have become increasingly comfortable switching brands, why loyalty now has to be earned purchase by purchase, and how affordability pressures are creating an “economy of trade-offs.” They also discuss the rise of deal hunting, why getting a bargain can create a sense of control, and why consumers increasingly want savings without added complexity or friction.

The conversation also explores how financial uncertainty could shape an entire generation's relationship with money, why younger consumers are becoming more open about financial struggles, what intentional spending means for the luxury market, and how brands can better understand what consumers actually value.

Jennifer and Chris also look ahead at the growing role of AI in shopping and product discovery, why brands need to think differently about how they appear in AI-driven search, and how reducing cognitive load could become an increasingly important part of the customer experience.

Whether you're a marketer, retailer, loyalty professional, business leader, or simply curious about why Canadians are spending differently, this conversation offers a data-driven look at the forces reshaping consumer behaviour and what brands need to understand to stay relevant.

What turns a customer into a true fan?

It’s not just discounts, points, or promotions. Increasingly, consumers want to understand what a brand stands for, feel connected to its community, and see themselves reflected in its story.

In this episode of Stacked, Jennifer LaForge sits down with Lesley Hawkins, Partner at Marsley Canada and former VP of Retail at adidas Canada, to explore how consumer loyalty has evolved and why the strongest brands are building belonging, not just transactions.

Drawing on more than 12 years at adidas, Lesley shares why today’s consumers are holding brands to a higher standard and how emotional connection, shared values, community, and fandom can create loyalty that discounts simply can’t replicate.

They discuss the power of sports partnerships, what happens when an athlete or spokesperson no longer aligns with a brand’s values, and why a brand’s response to a misstep can matter more than the mistake itself. Lesley also explains why relying too heavily on discounts can become a race to the bottom and why experiences and community can create far more durable connections.

The conversation also explores the challenge of measuring the ROI of major brand experiences, including adidas’ 2026 World Cup activation in Toronto, and why some of the most valuable marketing investments are designed to build relationships that may take years to fully pay off.

Whether you’re a marketer, retailer, loyalty professional, business leader, or simply fascinated by why people become devoted to certain brands, this conversation offers a compelling look at how loyalty is shifting from what consumers can get to what they can belong to.

How do the brands you shop with actually find you online?

Affiliate marketing powers billions of dollars in online commerce every year, yet it's one of the least understood channels in digital marketing. Behind every Cash Back offer, creator recommendation, coupon site, and loyalty platform is an ecosystem that's constantly working to connect the right customers with the right brands.

In this episode of Stacked, Jennifer LaForge sits down with Krysta Gutteridge, VP of Sales, North America at Rakuten Advertising, to demystify affiliate marketing and explain why it has become one of the fastest-growing performance marketing channels in retail.

Drawing on nearly two decades of experience, Krysta explains how affiliate marketing has evolved from simple coupon websites into a sophisticated ecosystem driven by technology, data, strategic partnerships, and measurable business outcomes. She shares what separates successful affiliate programs from those that underperform, why retailers often leave money on the table by treating affiliate as a passive channel, and how the right strategy can create long-term value for both businesses and consumers.

Jennifer and Krysta also explore the similarities between affiliate publishers and influencers, the growing importance of data and privacy, how marketers should think about customer quality instead of simply chasing more sales, and why affiliate marketing deserves a much larger place in modern marketing education.

Whether you're a retailer looking to grow your business, a marketer exploring new acquisition channels, or a consumer curious about how Cash Back and rewards programs really work, this conversation offers an inside look at one of e-commerce's most influential - and often overlooked - growth engines.

What makes a loyalty program worth using?

It's not just about earning points. It's about creating value that fits into everyday life while making every purchase work a little harder.

In this episode of Stacked, Jennifer LaForge sits down with Candice Troupe, SVP, Marketing & Partnerships at Scene+, to explore how one of Canada's fastest-growing loyalty programs transformed from a movie rewards program into a nationwide ecosystem serving more than 15 million members.

Drawing on more than 20 years of experience in loyalty, CRM, and customer marketing, Candice shares the strategy behind building meaningful partnerships, reducing customer friction, and creating experiences that go beyond transactions. She explains why the future of loyalty isn't simply offering more rewards, but creating emotional connections that keep members engaged long after they've redeemed their points.

Jennifer and Candice discuss the evolution of Scene+, the importance of coalition loyalty, how brands like Shell, Scotiabank, Rakuten, and other partners work together to deliver greater value, and why Canadians should rethink the way they use loyalty programs. They also dive into fraud prevention, digital transformation, customer engagement, and practical strategies anyone can use to maximize rewards by stacking points, cash back, and partner offers.

Whether you're a marketer, loyalty professional, retail leader, brand strategist, or simply someone who wants to get more value from every dollar you spend, this conversation offers an inside look at how modern loyalty programs are being built and where the industry is headed next.