CAA / FIA Global Rewards Platform
Building a unified global loyalty ecosystem across three continents.
Overview
Northscale provided strategic leadership and implementation oversight for the CAA Rewards transformation initiative, a large-scale digital modernization project that evolved into a global loyalty platform for the Fédération Internationale de l’Automobile (FIA) network.
The project began with a national roadmap for CAA in Canada — redefining the digital infrastructure supporting millions of member interactions — and later expanded across AAA in the United States and FIA member clubs worldwide, delivering a unified experience across multiple regions, systems, and languages.
Our Role
Serving as strategic and implementation lead, Northscale guided the multi-year roadmap for integrating complex marketing, technology, and data systems across the CAA and FIA ecosystems.
Our work focused on aligning business objectives, technology architecture, and partner collaboration to deliver a seamless, scalable member rewards experience.
Key responsibilities included:
Leading the digital transformation strategy for the CAA Rewards ecosystem
Mapping and optimizing data flow between CRM, loyalty, and marketing platforms
Coordinating across international partners and technology vendors
Developing the multi-phase implementation roadmap for expansion into U.S. and global markets
Overseeing brand consistency, UX alignment, and governance for multi-language, multi-market delivery
Highlights & Achievements
Scaled from national to global — transforming CAA’s Rewards platform into an international program spanning Canada, the United States, and FIA member organizations across Europe and Asia.
Unified multi-system data environment — enabling shared analytics, segmentation, and personalization across millions of members.
Streamlined operations — consolidating vendor relationships and improving efficiency through shared infrastructure.
Enhanced member experience — consistent digital UX and multi-language accessibility across all participating markets.
Outcome
The result was a fully integrated global rewards ecosystem — connecting millions of members, hundreds of partners, and multiple national organizations through a cohesive digital framework.
Northscale’s leadership ensured strategic alignment between technology, business, and user experience, enabling sustainable scalability and long-term value for the CAA / FIA network.
