Senior Loyalty Strategy Manager

Location: London – twice a week typical

Salary: £75,000 to £90,000 plus bonus and benefits

What does a loyalty programme look like if you’re a global luxury hotel chain?

Typically what you see in the mass market is ‘book enough stays and we’ll throw you a free additional night in every once in a while’ right?

Essentially a ‘points means prizes’ style format. Spend enough and we’ll throw you a bone which reflects a reward of the same type of thing you’ve been typically already paying us for.

But you’re a global organisation, and your hotel can offer much more than just rewards in the form of rooms and beds. Especially to your super high-end customers. So why not be more inventive with how loyalty is recognised and rewarded?

Now take a global view for this, and start to look at how a loyalty programme can be devised and delivered for the whole company, all customers, across every territory.

To encourage repeat purchase for lower value customers and drive incremental value growth. As well as recognise and reward the super-loyal high-end customers who stay frequently.

How would you treat and reward those segments differently?

Recognising their differences in spend and value. What makes them tick, what they value and what’s really going to appeal to them to keep their loyalty without eroding brand value through introducing or encouraging a discounting mentality too.

ABOUT THE ROLE

As you can probably tell, you’re not inheriting a programme that’s already in play, and the company isn’t looking for anything off the shelf. They want something bespoke to them, which reflects their brand, customer interests and values.

You will be taking on a role which defines what loyalty is for this organisation. Defining the business case for the loyalty proposition, its build, translation into proof of concept, testing at country levels with MVP’s before looking to deliver a full-scale global rollout.

Your role will begin with strategy, and what a loyalty proposition needs to look like for it to be effective for the organisation and the brand itself.

You’ll have the support of a global agency network who will be helping you with both design and build, and anything on the execution side as part of an outsourced resource. But it’s all very much at the start of its journey.

Since you’ll be sitting in Global, a lot of what you’ll be doing will be pulling the strings. Setting the agenda for country level teams who handle a lot of the execution work. But before things get to that, your role will require a great deal of engagement with those teams to bring things together, ensure alignment and engagement of those functions, as well as clarity of understanding on what the programme is designed to achieve, what part they play in helping to bring them to life and how to best execute, measure and ensure they’re achieving the desired outcomes.

You’re coming in on ground level of all this. So there’s huge opportunity to make a mark and have a significant impact on what loyalty looks like to the business and its customers. In doing this you will also need to be a consummate professional when it comes to managing people’s ideas, expectations and input to the programme too.

Since there’s going to be a lot of interest coming from various areas of the organisation in how the programme is shaping, and you’ll be capturing and investigating ideas which might arise from across the business too. Identifying those which have merit for inclusion, and manging the expectations of those who provide ideas which unfortunately don’t make the cut too.

This role represents your chance to create something from nothing. But to do so with the type of brand and business most people would call both a ‘destination employer’ and a ‘dream employer’. Land it and land the programme too, and it could be career defining!

What we’re looking for:

• Relatively industry agnostic, but you understand the luxury consumer segment. Recognise its difference to how something like a typical mass consumer retail loyalty programme might operate and reward
• Experience of defining a loyalty strategy for a business with a diverse and complex customer base
• Able to demonstrate how you took the programme from idea stage, through testing and into market rollout, and can articulate the added value the programme created
• Have experience of working in large-scale, complex matrix setup environments
• Able to demonstrate how loyalty strategy means more than just a points or discount approach
• Experience can be from end brand, consultancy or agency environments
• Great communication skills and the ability to galvanise people behind ideas and strategies you present

Want to Apply? Here’s how:

You don’t have to hit every single box in the above. If you’re able to demonstrate the important elements reflected in the position, it could be enough.

To apply you can share your Linkedin profile or email me a CV – it doesn’t have to be up to date, we can work on that once you decide you want to take this forward.

Or, for a chat and more information please contact me on:

TO APPLY 
Max Tullis-Turner 
Practice Lead - Digital
Blue Pelican Marketing 
01892 507 100 - Max@BluePelican.com