He joined Loyalty Management Group (now Groupe Aeroplan) in 2004 in the Business Development team and was responsible for generating new revenue streams for the Nectar programme including: the signing of ebookers as a Sponsor and Rewards Supplier; the launch of Nectar eStores; the signing and launch of mobile2points, the Nectar Child Trust Fund and the Nectar Film Club. More recently he played a prominent role in developing Nectar Italia, which launched in March 2010.