ExecutiveFull TimeEN
The VP Loyalty will serve as the single accountable leader of the company’s global loyalty programme, responsible for its end-to-end strategy, commercial performance, governance, and execution. This executive will lead a multi-functional loyalty organisation – including Programme Management, Member Lifecycle, Strategic Alliances & New Ventures, and key enabling functions (e.g., Finance Business Partner, Digital Product/UX, Editorial Content, IT) – to drive member growth, engagement, retention, and long-term loyalty value. The role ensures the loyalty programme functions as a strategic growth engine, delivering incremental revenue and enhanced customer experiences aligned with the brand’s values and business goals.
Loyalty Strategy & Programme Leadership:
Define and drive the global vision, strategy, and roadmap for the loyalty programme, aligning it with the company’s commercial objectives and brand strategy. Ensure the programme continually evolves to deliver competitive member experiences and business growth.
Commercial & P&L Responsibility:
Accountable for the loyalty programme’s overall financial performance, including revenue generation, cost management, margins, and points liability. Set financial guardrails and manage programme economics (e.g., points breakage, partner costs, member benefits) to ensure sustainable profitability and transparency. Monitor key financial indicators and adjust strategies to meet or exceed targets.
Governance & Risk Management:
Establish a robust programme governance framework with formal approval processes, clear decision rights, and disciplined policy controls, ensuring consistent operations and risk mitigation across all loyalty activities. Chair the loyalty governance forum as needed, acting as final decision authority on major programme changes, policy exceptions, or new initiatives (e.g., member benefits, redemption mechanics).
Member Lifecycle & Experience:
Oversee the full loyalty member journey – from acquisition and enrolment to engagement, redemption, retention, and elite member care. Ensure high-quality, consistent on-property execution of loyalty benefits and standards across all hotels and channels. Drive member satisfaction and lifetime value by delivering differentiated experiences and service excellence in line with the programme’s brand promise.
Partnerships & New Revenue Streams:
Lead the loyalty partnerships and new ventures strategy, identifying and negotiating strategic alliances to expand the programme’s reach, enrich the value proposition, and create new monetisation opportunities. Oversee partner implementation and ongoing performance, ensuring partnerships deliver incremental revenue, customer acquisition, and engagement while protecting programme integrity.
Cross-Functional & Stakeholder Leadership:
Serve as the primary executive liaison between Loyalty and other key stakeholders (e.g., Executive Committee, Finance, Legal, Technology, Operations), integrating loyalty initiatives into wider company plans. Influence cross-departmental efforts (e.g., marketing campaigns, digital projects) to ensure loyalty priorities and requirements are met. Provide thought leadership and advocacy for loyalty across the enterprise.
Team Leadership & Development:
Build and lead a high-performing loyalty team, fostering specialized capabilities in programme management, member analytics, partnerships, and lifecycle management. Set clear KPIs and accountability for direct reports, mentor team members, and cultivate a culture of innovation, collaboration, and continuous improvement.
Leadership Experience:
12+ years in senior roles managing a large-scale loyalty, customer engagement, or membership programme, ideally in hospitality, travel, luxury retail, or related sectors. Proven experience leading multi-disciplinary teams and implementing complex customer loyalty or CRM initiatives.
Commercial & Strategic Acumen:
Demonstrated P&L management or commercial oversight experience, with strong financial and analytical skills. Track record of delivering revenue growth and long-term customer value through loyalty or marketing strategies.
Loyalty & Partnership Expertise:
Deep understanding of loyalty programme design, member lifecycle management, and customer experience best practices. Experience building strategic partnerships and new revenue models that drive member acquisition and increased engagement.
Cross-Functional Leadership:
Excellent stakeholder management skills; ability to work across complex, matrixed organizations and influence senior executives. Capable of aligning IT, Finance, Operations, and Marketing teams around a shared loyalty vision.
Governance & Risk Orientation:
Disciplined and governance-minded leader, comfortable implementing policy frameworks, compliance controls, and risk management practices to protect the integrity of a high-profile loyalty programme.
Personal Attributes:
Strategic, decisive, and customer-centric mindset. High energy and drive, with the ability to inspire a team. Strong communication skills and executive presence. Balances innovation with pragmatic execution, ensuring bold loyalty initiatives are delivered with operational excellence and brand alignment.
