Jeff Gass

Background

About Jeff Gass

I am a results-driven loyalty and CRM leader with over a decade’s experience strengthening Petro-Canada’s connection with retail consumers. I’ve built deep understanding of what it takes to win in a highly competitive, consumer-driven retail landscape. I’ve also learned a few things about myself: 1) I’m passionate about transformation. I believe in what’s possible. I’m always thinking about what strategies and tactics may need to change. I get uncomfortable doing things because “that’s how we’ve always done them.” I have a drive to build something new. 2) I can rally people behind an idea. I’ve learned how data-driven recommendations, compelling communications, and a great story can make all the difference. I’m just as comfortable buried deep in a discounted cash flow model as I am in front of an audience, pitching an unpopular idea. 3) I can pull the right levers to make a difference. I believe customers are always telling us what they want. It’s our job to listen. I can make sense out of multiple sources of information to uncover what truly matters and deliver great results. Key strengths: Leadership | Loyalty strategy | CRM | Customer lifecycle | Rewards program design | Customer acquisition | Direct marketing | Customer journeys | Personalization | Segmentation | Promotions | A/B testing | Partnership development | Project management | P&L ownership | Financial modeling | Business cases | Customer insights | Market research | Personas | Data visualization | Change management | Contract negotiations | Persuasion & influence | Relationship-building | Stakeholder management | Retail