Former Yesway senior loyalty manager Michael Caldwell onboard with mobile apps firm Rovertown

Mobile commerce specialist Rovertown reports that Michael Caldwell has joined the team as its new Customer Success Manager - Enterprise.

He was previously at US convenience store chain, Yesway, where he built and grew its loyalty programme from 35 stores to more than 435.

“I’ve known the Rovertown team for several years, and I’ve always admired the work they’ve done to move our industry forward,” says Caldwell.

“It’s so important for the digital experience to match a brand’s reputation and give customers that same ‘feel good’ feeling they get when they walk through the door.”

“I’m thrilled to leverage more than seven years of experience at Yesway to serve our enterprise clients and enhance the customer first approach that has made Rovertown so successful.”

After joining the retailer in 2017, Caldwell built and grew Yesway Rewards.

Following Yesway’s 2019 acquisition of the Allsup’s brand, Caldwell incorporated its more than 300 stores, giving them their first ever loyalty programme and unveiling Yesway & Allsup’s Rewards.

Caldwell also spent nearly six years at Margaritas Management Group, a family owned restaurant company with more than 20 Mexican restaurants, where he also built a rewards programme. 

At Rovertown, Caldwell will leverage his experience and skillset to establish a customer success programme built specifically for the needs of enterprise clients.

“When retailers can turn to former retailers for support, that sends a powerful message about a company’s dedication to customer success,” says Jeffry Harrison, President and Co-Founder at Rovertown.

“Michael Caldwell is a well regarded leader in our industry, and the impact he made at Yesway is nothing short of incredible. We’re thrilled for him to join the Rovertown team and work side by side as an advocate for our largest customers.” 

2024 RTIH INNOVATION AWARDS

Loyalty programmes are a key focus area for the sixth edition of the RTIH Innovation Awards, which is now open for entries.

The awards, sponsored by CADS, 3D Cloud, Retail Technology Show 2025, and Business France, celebrate global tech innovation in a fast moving omnichannel world.

It’s free to enter and you can do so across multiple categories.

Key 2024 dates

Friday, 25th October: Award entry deadline 

Tuesday, 29th October: 2024 shortlist revealed

30th October-6th November: Judging days

Thursday, 21st November: Winners announced at the 2024 RTIH Innovation Awards ceremony, to be held at RIBA’s 66 Portland Place HQ in Central London.