Loyalty Program Manager
Etihad Airways
Total years of experience :14 years, 8 Months
- Headhunted to join Etihad Airways in new division that consolidated four partner airline loyalty programs - Etihad Guest, Air Berlin’s topbonus, Jet Privilege and Alitalia’s MilleMiglia - into one $6BN program with 20 million global members in 196 countries earning and spending miles across all worldwide channels.
- Implemented group-wide $60M non-air revenue strategy; designed and implemented loyalty product roadmap and lead all day-to-day operations across loyalty ecommerce channels
- Designed cutting edge, world-best airline loyalty & rewards strategies that realised unparalleled redemption power and value propositions for members through innovative, first-to-market concepts.
- Redesigned existing loyalty program redemption strategies from the ground up; optimised redemption pricing model and created lucrative new redemption solutions, Reward Card and PointsPay Checkout.
- Refined raffles strategy and improved global fulfilment model.
- Implemented powerful brand marketing calendars, collaborating with key merchant brands.
- Spearheaded brand engagement and awareness; leveraged airline partners through redemption channels.
- Rebuilt reward shop catalogue using incisive merchandising and retail-based pricing methodologies; created strong retail model and leveraged brand partnerships to develop attractive, competitive value proposition.
- Developed high impact digital marketing strategy with new website design that generated non-air performance across miles, revenue and profit.
- Instrumental to effective ecommerce and sales platform technology performance.
- Drove significant growth in overall redemption and over-achieved by $6.2M against target with a joint profit of $14.2M across two programs; ensured consistently strong gains across all KPIs.
- Won Best Rewards Program in Middle East at Freddie Awards, 2018, for Etihad Guest Reward Program.
- Attained 140% of annual non-air profit budget across Etihad Guest and EAP Group in 2017.
- Delivered 45% YoY growth in redemption through new reward shop brand and pricing strategy.
- Increased total airline non-air redemption profit by 36% in 2017.
- Renegotiated inherited agreement, with sub-optimal 50/50 share; convinced vendor CEO to collaborate in innovative growth strategy and developed win-win solution of lower margin, higher volume products.
- Secured immediate results of 80% over budget across new reward shop strategy.
- Optimised global redemption channels enabling members in 196 country regions to redeem their miles through any of the redemption channels (Reward Shop, Reward Card, PointsPay Checkout, Raffles, Lounge Access, Excess Baggage) - this accounted for 20% market growth per year.
- Saved $1Mpa; designed new redemption vendor contract across all four programs; directed profitable negotiations and improved profit, terms, functionality and redemption platform, driving superior customer service and conditions for members.
- Developed profitable ancillary products roadmap; collaborated on team that implemented Wi-Fi access with miles, lounge access and duty free with miles.
- Strengthened product development; instrumental to high impact design and launch of new Etihad Guest Hotel & Car Rental Redemption platform. Aligned product strategy to overall non-air redemption budget plans.
- Scoped requirements documents, assessed vendors and headed smooth platform launch.
- Employed by the world’s leading specialist loyalty marketing agency to manage member privilege programs for HSBC globally and in Australia and also for MasterCard Australia.
- Directed and developed highly effective partner acquisition and retention process for HSBC Home & Away and MasterCard Locally Famous Priceless Sydney Programs.
- Constructed strategy frameworks and managed product design; formed merchant partner relationships across key categories, including Travel & Leisure, Shopping, Dining, and Health & Beauty.
- Over-achieved against commercial targets through astute negotiation and acquisition of partnerships.
- Increased turnover by 35% through delivery of 2014 HSBC Home & Away catalogue.
- Elevated engagement by 20%; implemented successful 2014 MasterCard Locally Famous Priceless catalogue.
- Provided key contribution to major 2014 RFP win of the HSBC Asia Pacific Privilege Program
- Hired by global leader in loyalty management to maximise performance of the Qantas Frequent Flier Rewards Shop and the Virgin Australia Frequent Flier Rewards Shop. Managed high performing team of two buyers.
- Defined and developed the strategic loyalty framework with provision of high-quality awards and online merchandising solutions for a range of key clients, including Qantas, Velocity, CBA, Bendigo Bank and Amex.
- Enhanced product management with optimal supplier management and profitable commercial planning, promotions and channel strategy across portfolio of >2, 700 products with a value of $120Mpa.
- Delivered against all major KPIs inside budget, including miles, revenue and profit. Brought precision to budget control and financial KPIs; optimised product development and category stock levels.
- Generated incisive analysis of daily redemption, sales and shopper insight data using SAS reporting.
- Achieved 18% increase in non-air redemption profit in 2013 for Qantas Frequent Flier Program.
- Enabled 16% boost to non-air redemption profit for Velocity Frequent Flier Program (Virgin Australia).
- Designed QFF redemption strategy that gained consecutive record 1.5 billion “Points Burn” months in October and November 2011.
Major in Marketing