Director Of Loyalty Commercial

Key responsibilities

Loyalty commercial strategy

Develop and lead the commercial strategy for the loyalty program, ensuring alignment with business objectives and customer engagement goals.

Identify and implement revenue-generating opportunities across the loyalty ecosystem.

Establish long-term growth plans for loyalty membership, engagement, retention, and profitability.

Drive innovation in loyalty products, rewards, benefits, and member experiences.

Partnership management

Build and manage strategic partnerships with external brands, retailers, financial institutions, travel operators, entertainment providers, and other relevant stakeholders.

Negotiate commercial agreements and partnership contracts to maximize value for both members and the organization.

Develop a robust coalition of partners that enhances member benefits and program attractiveness.

Monitor partner performance and ensure delivery against agreed commercial targets.

Loyalty economics & commercial performance

Own loyalty program P&L and commercial performance metrics.

Establish revenue, redemption, and customer engagement targets.

Track and analyze program KPIs, including:

Member acquisition and retention

Active member rates

Customer lifetime value

Incremental revenue

Redemption behavior

Partner contribution

Customer & market insights

Utilize customer data, market trends, and competitive intelligence to identify opportunities for growth and differentiation.

Drive the development of personalized offers and targeted campaigns based on customer insights.

Collaborate with analytics teams to measure program effectiveness and customer behavior.

Stakeholder management

Partner closely with marketing, digital, customer experience, commercial, finance, data & analytics, retail, and operations teams.

Provide executive-level recommendations to senior leadership on loyalty performance and growth opportunities.

Lead cross-functional initiatives that enhance customer engagement and loyalty program adoption.

Program development & innovation

Oversee the design and launch of new loyalty products, earning and redemption mechanisms, tier structures, and member benefits.

Evaluate emerging loyalty technologies and industry best practices.

Champion digital transformation initiatives to improve loyalty program effectiveness and customer experience.

Leadership & governance

Lead and develop a high-performing loyalty commercial team.

Ensure compliance with organizational governance, financial, and regulatory requirements.

Establish performance objectives and provide coaching to team members.

Qualifications & experience

Bachelor's degree in business administration, marketing, finance, economics, or a related field.

Master's degree (MBA preferred).

10+ years of experience in loyalty, CRM, commercial strategy, customer engagement, partnerships, or related fields.

Minimum 5 years in a leadership position managing commercial or loyalty functions.

Experience within entertainment, tourism, hospitality, retail, aviation, financial services, or large consumer-focused organizations is highly desirable.