Amanda Cromhout  |  Awards Judging Chair
 

Amanda is CEO and Founder of Truth - a global consultancy based in Cape Town. What Amanda loves the most is sharing loyalty expertise and helping others, whether that be through keynote speaking, hosting podcasts and webinars as Academic Director of Truth’s international loyalty training academy, or through Truth’s consultancy work. 
 
She was recognised as ‘Best Loyalty Professional’ in 2024 and as ‘International Loyalty Personality of the Year’ – 2023 at The International Loyalty Awards. Amanda is the author of a compelling business-read called Blind Loyalty – 101 loyalty concepts radically simplified. This is a loyalty playbook not to be missed.
 
She is a judge on The International Loyalty Awards and Founder / Judging Chair of The South African Loyalty Awards. She is also the Founder of The African Loyalty Association and African Loyalty Awards.
 
Amanda is passionate about giving back and has founded The Blind Loyalty Trust to aid financially disadvantaged individuals by reversing unnecessary blindness, after suffering her own a life-changing eye condition in 2022, which left her temporarily blind in her right eye.
 

Andrew McBarnett
 

As Founder & CEO of Points Africa, Andrew is leading the development of a pan-African digital loyalty network designed to unlock everyday rewards for the underbanked. Its mission is to democratize access to loyalty benefits and financial inclusion through innovative, data-driven platforms that connect consumers with value – every day.

With over a decade of leadership in loyalty strategy, digital rewards, and fintech innovation, Andrew has spearheaded projects at global companies including AIMIA (Aeroplan), Porter Airlines Loyalty, Points.com, and TD Bank.

Cécile Masson Henry

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Head of Marketing, Loyalty and Sustainability of Winners, the leader in Retail in Mauritius, 100% owned by IBL.

With over two decades of experience in communication and marketing across diverse industries, Cécile has had the privilege of spearheading impactful projects and driving transformative initiatives.

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Cécile holds a Baccalaureate in Political Science from Montreal University, a D.E.S.G, and a Master's in Marketing from the "Hautes Études Commerciales".​​

Cecilia Floridi
 

Cecilia Floridi is a seasoned expert in customer loyalty and data-driven growth. She co-founded DataLab, a Customer Equity consultancy now part of The Relevance Group, and serves as its Chief Growth Officer.

 

Since 2017, she has been a respected member of the International Loyalty Awards judging panel.

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At DataLab, she has helped shape and relaunch some of Europe’s most iconic loyalty programs and is a trusted advisor to C-level executives who understand the strategic power of customer data.
An Italian national based in Germany, Cecilia is a published author, a sought-after speaker on loyalty and CRM, and a proud member of Generation CEO, through which she actively supports emerging female leaders on their way to the boardroom.
 

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Fayelizabeth Foster
 

Fayelizabeth has over 25 years of experience in the Financial Services Industry, including product development, implementation of new products, strategy formulation, payments, customer management, and loyalty and rewards.

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Fayelizabeth is currently the Executive Head of Loyalty & Rewards at Standard Bank South Africa where she conceptualised, developed, and launched the broad-based behaviour-driven Retail and Business Rewards programmes, UCount Rewards and UCount Rewards for Business.

 

Throughout her career, Fayelizabeth has also held various roles in marketing, product development, card services, and customer-related domains.

Mateboho Malope

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After having started her Vodacom journey six years ago, during which time she launched the South African Telco industry’s biggest and first behavioural loyalty program, she has embarked on yet another exciting mission to scale the VodaBucks Rewards Programme across all Vodacom Group markets.

 

In her new role as the Managing Executive for Group Loyalty, she is responsible for delivering on the ambition of connecting for a better future and enabling a digital society through a universal and versatile loyalty platform, as the ultimate value driver.

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Mateboho is also a judge on the South African Loyalty Awards.

Jakub Socha

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Jakub Socha is Head of Sales – Loyalty for Africa, Australia & New Zealand at Comarch, steering market strategy and revenue growth for the firm’s loyalty-technology portfolio across three continents.

 

Now 5½ years into his Comarch career, he directs a pipeline centred on enterprise-level RFPs and has secured flagship wins such as Virgin Active Rewards, one of the Southern Hemisphere’s largest wellness-loyalty platforms.

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By blending on-the-ground insight with data-driven negotiation, Jakub helps airlines, retailers, telcos and fuel networks convert customer data into profitable engagement at scale.

 

His impact was recognised with a 2025 International Loyalty Awards “Loyalty Trailblazer” accolade, underscoring his role in pushing loyalty innovation across emerging markets

Helen Carter

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Helen Carter is the Head of Payments and Loyalty at Vivo Energy, responsible for shaping and enhancing the customer experience across 28 African markets. With more than 20 years of global experience in mobility retailing, she has established herself as a leader in designing and delivering customer value propositions that strengthen brand loyalty and drive business growth.

 

Prior to joining Vivo Energy, Helen played a pivotal role at Shell, where she designed and launched the award-winning Shell Go+ loyalty programme and SmartPay digital payment proposition. Her work set new industry standards for customer engagement and demonstrated the power of combining data, technology, and customer insight.