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Technology/Services

Excentus Expands Leadership Team

Adds marketing, revenue, program development executives

DALLAS -- Excentus, provider of the Fuel Rewards program and loyalty marketing and technology solutions, has appointed three executives who will lead the company’s Fuel Rewards program growth, including in the convenience-store and consumer packaged goods (CPG) categories.

Excentus has named Jeffrey Hassman as chief marketing officer, responsible for building marketing and analytics to drive consumer engagement in the Fuel Rewards program and in Excentus’ clients’ loyalty programs.

Hassman (pictured) previously was vice president of marketing, category management and merchandising for RaceTrac Petroleum, as well as head of c-store marketing, category management and franchise development for Sunoco’s 650 APlus convenience stores. At Sunoco, he launched the company’s first gasoline-grocery partnership and its first c-store loyalty program. Most recently, he managed the internal agency for the credit-card business at JPMorgan Chase.

He will transform Excentus’ business intelligence and CRM offerings, with a focus on developing and implementing a feature-rich product strategy to support the expansion of its convenience retail and CPG loyalty offerings, the company said. This will include delivering end-to-end integrated loyalty solutions for merchants that drive higher levels of engagement with higher-value customers through a differentiated consumer experience.

The company has named Mike Beltz as executive vice president and chief revenue officer, with oversight of the company’s financial, sales and revenue strategies as it expands into new markets. Beltz joins Excentus from previous executive roles at ChoicePay, Alliance Data Systems and First Data Corp. He most recently was managing partner with North Peak Partners LLC.

And it has named Bob Roden as vice president of program development, responsible for overseeing and growing the company’s client development strategies. Roden joins Excentus from executive leadership roles covering strategy, sales, partnerships, e-commerce and word-of-mouth platforms, sales and marketing at a variety of firms, including AOL, Yahoo!, RevBright, AdKeeper Inc., Blue Calypso and Caldwell Butler and Associates.

“With these strategic additions to our leadership team, Excentus is very well positioned for the continued growth and development of our brands as loyalty program leaders in the U.S. retail sector,” said Brandon Logsdon, president and CEO of Excentus.

Excentus’ Fuel Rewards program has grown from 1.7 million members since its 2012 launch to 5 million members by early 2015 and 8 million members today. Collectively, members have saved more than $850 million on fuel by earning rewards at participating retailers, restaurants and online merchants nationwide. Rewards are redeemed as cents-off-per-gallon savings at the pump.

Excentus, a privately held company based in Dallas, provides loyalty marketing and technology solutions to grocers, specialty retailers, convenience-store retailers and CPG brands across the nation.

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