Role summary
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 commercial performance of the loyalty ecosystem through developing strategic partnerships, monetization opportunities, member acquisition initiatives, and data-driven loyalty propositions supporting organizational growth.
Responsibilities
- 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
- Build and manage strategic partnerships with external brands, retailers, financial institutions, travel operators, entertainment providers, and relevant stakeholders
- Negotiate commercial agreements and partnership contracts to maximize value for members and organization
- Develop a robust coalition of partners that enhances member benefits and program attractiveness
- Monitor partner performance and ensure delivery against agreed commercial targets
- 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, and partner contribution
- Utilize customer data, market trends, and competitive intelligence to identify growth and differentiation opportunities
- Drive development of personalized offers and targeted campaigns based on customer insights
- Collaborate with analytics teams to measure program effectiveness and customer behavior
- 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
- Oversee 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
- 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
- Bachelor's degree in Business Administration, Marketing, Finance, Economics, or related field
- Master's degree, MBA preferred
- 10 or more 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
Education
Bachelor's degree in Business Administration, Marketing, Finance, Economics, or related field
Experience
10 or more years of experience in loyalty, CRM, commercial strategy, customer engagement, partnerships, or related fields, with minimum 5 years in a leadership position managing commercial or loyalty functions