Head of Loyalty

Key Responsibilities Loyalty Programme Transformation

• Lead the end-to-end redesign of the loyalty programme, including proposition development, benefit structure, tiering, rewards, and operational processes.
• Benchmark against leading global programmes to ensure competitiveness and differentiation.
• Oversee re-launch planning and execution, including branding, member communications, and migration strategies.
• Develop and implement the airline’s CRM strategy to support loyalty, retention, and revenue objectives.
• Build a robust customer data strategy for segmentation, targeting, and personalized marketing campaigns.
• Use predictive analytics to drive next best action recommendations and increase customer lifetime value.
• Oversee multi‑channel CRM campaigns (E‑Mail, SMS, app push notifications, web personalization) to engage customers throughout the lifecycle.

• Ensure the loyalty programme’s website and mobile app provide accurate programme information, offer full transactional capabilities (booking with points, purchasing miles, tier upgrades, etc.), and deliver frictionless self‑service for members.
• Collaborate with digital and IT teams to continuously improve UX/UI, speed, and personalization capabilities.
• Monitor and optimise digital engagement and self‑service adoption.

• Design and implement personalised benefits and services that enhance loyalty and brand advocacy.
• Maintain a consistent, premium customer experience across all channels (digital, in‑flight, airport, call centre).

• Identify, negotiate, and manage strategic partnerships (alliances, hotels, car rentals, lifestyle brands, financial institutions) to expand earning and redemption opportunities.
• Leverage partnerships to generate incremental revenue and enhance member value.

• Oversee day‑to‑day loyalty and CRM operations, including data integrity, accrual/redemption processes, and customer service.
• Ensure compliance with data privacy laws, GDPR, and industry regulations.

• Define KPIs for loyalty and CRM performance, measuring impact on acquisition, engagement, retention, and revenue.
• Report regularly to senior leadership with insights and strategic recommendations.
• Lead, develop, and inspire high‑performing loyalty and CRM teams.
• Foster cross‑functional collaboration with commercial, marketing, digital, and operational teams.
• Perform any other related tasks as assigned by – Brand, Guest Experience & Loyalty VP– Brand, Guest Experience & Loyalty.

• Bachelor’s degree in marketing, Business Administration, Finance, or related field (master’s is an added advantage).
• 10‑12 years’ experience in loyalty programme management and CRM, ideally within aviation.
• Proven track record in programme transformation and delivering measurable commercial results.
• Strong financial acumen with the ability to manage P&L, evaluate ROI, and make commercially sound decisions.
• Expertise in CRM systems, customer data management, and digital engagement platforms.
• Strong understanding of airline commercial models, customer lifecycle management, and loyalty economics.
• Experience overseeing website and mobile app functionality for customer‑facing programmes.
• Exceptional leadership, project management, and change management skills.

• Strategic thinker with transformation leadership skills
• Data‑driven decision maker with strong analytical capabilities
• Solid commercial and financial understanding
• Deep understanding of customer behaviour and lifecycle management
• Skilled negotiator and relationship builder
• Digital‑first mindset with UX/UI awareness
• Ability to inspire and manage cross‑functional teams

• Successful delivery of loyalty programme transformation on time and within budget
• Growth in active members and CRM database size
• Engagement rates across loyalty and CRM channels
• Incremental revenue from loyalty and CRM initiatives
• Customer satisfaction, NPS, and brand loyalty metrics
• Digital self‑service adoption and transactional volumes