Head of Loyalty Marketing

The Head of Loyalty Marketing is responsible for the program brand, member experience, PR and all marketing communications to members.  The role will manage the agency relationship and work together with the program partners’ marketing teams.  The individual will work closely with Product, Partnerships and Data & Analytics to develop and execute marketing activities and campaigns.


·       Marketing strategy – develop and manage the marketing strategy for the loyalty program in support of the Head of Loyalty

·       Brand custodian – be the custodian of the loyalty program brand and undertake advertising and other activity to raise the profile and image of the program in line with values and branding

·       Manage the marketing agency relationship for the loyalty program working

·       CRM Campaigns – work closely with Data & Analytics team to identify opportunities to grow loyalty program revenues through CRM and loyalty campaigns

·       Manage program communications to ensure they are informative, effective and in line with program branding through multiple channels including online, mobile and customer service

·       Manage publicity for the loyalty program

·       Develop marketing collateral for the program

·       Develop and execute marketing campaigns for program partners working together with Partnerships team

·       Monitor industry best practices. Integrate best practices to ensure optimal results, improved deliverability, and compliance around permission-based marketing, privacy and spam regulation

·       Provide leadership and direction to team towards the achievement of goals and objectives

·       Guide and motivate team to enhance performance and produce quality work, and ensure that they are continuously developed for higher level roles

·       Annual development of marketing budget and financial responsibility for managing the budget


A.        Education & Work Experience

BS/BA in Marketing or related field

Minimum 8 years of marketing experience, with 2 years’ experience at director level or 5 years’ experience at

marketing manager

Marketing and Loyalty program experience in airline, credit card rewards, telco or retail is preferred

Experience with branding and advertising

Experience with new media, mobile marketing and digital advertising


B.        Skills & Personal Attributes

Detail-oriented with the ability to manage projects from inception through execution

Excellent communication skills, both verbal and written

Comfortable with data, analytics, CRM and loyalty programs coupled with creativity and a passion for branding

A hunger to learn and ability to flourish in a dynamic, high-growth, entrepreneurial environment 

Entrepreneurial, self-starter with hands-on approach