Head of Loyalty Strategy and Proposition - Strategy Consultant

Location: South East London

Head of Loyalty Strategy and Proposition - Strategy Consultant Head of Loyalty Strategy and Proposition - Strategy Consultant The location of the role is Paddington, London (hybrid working) . The duration of the contract is 12 months (starting 1st June 2026) . The pay rate on offer is £1000 - £1250 per day (via Umbrella agency) - open to discussion.

Role Summary The Head of Loyalty Strategy & Proposition is responsible for defining, evolving, and leading the strategic direction of the loyalty programme. This role owns the multi-year roadmap, customer value proposition and strategic decision frameworks that ensure our programme remains market leading, differentiated, and commercially effective. They lead the development of the core loyalty proposition across rewards, personalisation, digital experience, clubs, partnerships, and omnichannel journeys - grounded in deep customer insight, competitive benchmarking, behavioural data, and commercial rigour.

The role shapes and governs prioritisation across Loyalty, ensuring clarity on what we build, why it matters, and how it delivers for customers, for the brand, and for the business. It also leads strategic partnership development. Finally, as we expand our global footprint, it will increasingly work closely with International teams to shape the global roadmap and ensure scalability beyond the UK.

A passion for the brand, its products, and doing what is right for customers is vital - ensuring the proposition reflects the heart of the business and creates value customers truly feel. Key accountabilities and measures Set & Own the Loyalty Strategy and Multi Year Roadmap Define the strategic direction across customer, commercial, and brand objectives. Own the loyalty roadmap, working closely with Product - shaping what we build, sequencing priorities, and ensuring all investment decisions are customer led and commercially grounded.

Establish the frameworks, criteria, and governance that underpin prioritisation. Lead the Loyalty Proposition & Customer Experience Design Own the end to end loyalty proposition across rewards, personalisation, experiences (including clubs), partnerships, and omnichannel journeys. Develop new propositions from initial customer insight / challenge through to launch, working closely with business and D&T teams to ensure smooth delivery and long-term success of new propositions.

Ensure the proposition reflects brand values - trusted quality, product passion, value. Translate customer insights, behavioural data, and market intelligence into compelling, differentiated propositions. Lead Partner Strategy & Ecosystem Expansion Define the partner strategy - identifying, evaluating, and shaping partnerships that enhance loyalty value and emotional connection. Work cross functionally to secure commercial, operational and tech feasibility for partner propositions (e.g. earn/burn, experiential benefits, brand partnerships).

Manage partnerships from contract through to execution and ongoing relationship management. Establish a viable loyalty partnerships operating model and scale in line with results over time. Lead Insights, Customer Understanding & Competitor Intelligence Integrate insights including qualitative and quantitative research, market benchmarking, and global loyalty best practice. Translate insights into clear strategic opportunities and recommendations. Monitor competitive developments and loyalty innovation to keep us ahead of market.

Collaborate with International Markets Partner with International to define and evolve the global strategy. Shape the international loyalty proposition and ensure alignment with the UK roadmap while allowing for appropriate flexibility. Guide Commercial & Financial Impact Assessment Partner with Finance to develop business cases, model commercial outcomes, and assess customer value. Ensure all propositions are commercially viable, brand enhancing, and customer positive.

Shape Digital Product Direction & Personalisation Strategy Work closely with Product, Engineering and Data Science to define customer first product requirements. Prioritise features and capabilities that enable long term…