Director - Loyalty Commercial

The Director, Loyalty Commercial is responsible for defining and executing the commercial strategy of the loyalty program to maximize customer lifetime value, member engagement, revenue generation, and partner participation. The role drives the commercial performance of the loyalty ecosystem by developing strategic partnerships, monetization opportunities, member acquisition initiatives, and data-driven loyalty propositions that support the organization's growth objectives.Key ResponsibilitiesLoyalty Commercial StrategyDevelop and lead the commercial strategy for the loyalty program, ensuring alignment with business objectives and customer engagement goalsIdentify and implement revenue-generating opportunities across the loyalty ecosystemEstablish long-term growth plans for loyalty membership, engagement, retention, and profitabilityDrive innovation in loyalty products, rewards, benefits, and member experiencesPartnership ManagementBuild and manage strategic partnerships with external brands, retailers, financial institutions, travel operators, entertainment providers, and other relevant stakeholdersNegotiate commercial agreements and partnership contracts to maximize value for both members and the organizationDevelop a robust coalition of partners that enhances member benefits and program attractivenessMonitor partner performance and ensure delivery against agreed commercial targetsLoyalty Economics & Commercial PerformanceOwn loyalty program P&L and commercial performance metricsEstablish revenue, redemption, and customer engagement targetsTrack and analyze program KPIs, including: Member acquisition and retentionActive member ratesCustomer lifetime valueIncremental revenueRedemption behaviorPartner contributionCustomer & Market InsightsUtilize customer data, market trends, and competitive intelligence to identify opportunities for growth and differentiationDrive the development of personalized offers and targeted campaigns based on customer insightsCollaborate with analytics teams to measure program effectiveness and customer behaviorStakeholder ManagementPartner closely with Marketing, Digital, Customer Experience, Commercial, Finance, Data & Analytics, Retail, and Operations teamsProvide executive-level recommendations to senior leadership on loyalty performance and growth opportunitiesLead cross-functional initiatives that enhance customer engagement and loyalty program adoptionProgram Development & InnovationOversee the design and launch of new loyalty products, earning and redemption mechanisms, tier structures, and member benefitsEvaluate emerging loyalty technologies and industry best practicesChampion digital transformation initiatives to improve loyalty program effectiveness and customer experienceLeadership & GovernanceLead and develop a high-performing loyalty commercial teamEnsure compliance with organizational governance, financial, and regulatory requirementsEstablish performance objectives and provide coaching to team membersQualifications & ExperienceBachelor's degree in Business Administration, Marketing, Finance, Economics, or a related fieldMaster's degree (MBA preferred)10+ years of experience in loyalty, CRM, commercial strategy, customer engagement, partnerships, or related fieldsMinimum 5 years in a leadership position managing commercial or loyalty functionsExperience within entertainment, tourism, hospitality, retail, aviation, financial services, or large consumer-focused organizations is highly desirable