Convenience store mobile app developer Rovertown has hired MAPCO’s former director of loyalty, Tyler Cameron, to be its new head of strategy and analytics, according to a Tuesday announcement. 

In the newly created role, Cameron will lead the development of Rovertown’s digital engagement analytics and reporting to help the company’s retailer partners better understand customer behaviors, according to the announcement.

“It used to be that apps were digital alternatives to physical rewards program cards, but when you think about all the features of a physical store, nearly all of them can be incorporated into a digital storefront,” Mike Philip, CEO and co-founder of Rovertown, said in the announcement. “Apps also open up new opportunities, such as delivery, mobile ordering, and engaging games. That’s the direction mobile apps are trending. As a former retailer and Rovertown app platform user, Tyler understands this better than anyone.”

Cameron spent 12 years at MAPCO, most recently as the Tennessee-based retailer’s director of loyalty — a position he held for four years. During his time with the company, he helped launch its mobile app and provided consumer-focused insights to teams in advertising, operations and category management. 

Before becoming director of loyalty, Cameron also worked on MAPCO’s category management and business intelligence teams.

Beyond using his knowledge of customer data and segmentation to help Rovertown’s c-store partners, Cameron plans to tap into the concept of customer engagement, he said in an interview. In other words, he aims to help retailers better communicate with all customers, whether or not they’re also loyalty members.

“As an industry, we're starting to figure out that loyalty is just a piece of the puzzle,” he said. “It's not the whole thing, and it's more about this broader concept of engaging guests however they want to engage with you.”

Cameron is the second former retailer that has joined Rovertown over the past year. In 2023, Bill Bustin, the former marketing director of Pennsylvania-based c-store company Dandy, became Rovertown’s head of customer success.