Define and evolve the global loyalty marketing strategy and plan for I Prefer
Ensure the loyalty value proposition is clearly articulated for members, participating hotels, media, and partners
Define the end-to-end member engagement framework across acquisition, onboarding, activation, retention, and reactivation
Establish lifecycle goals, messaging, and engagement priorities
Partner with CRM/Lifecycle and Analytics teams to translate strategy into measurable programs
Enable hotels to effectively activate and promote I Prefer by translating program strategy into clear narratives, frameworks, and guidance
Create marketing campaigns that build awareness of I Prefer across our core audiences (B2C and B2B)
Own loyalty messaging and content strategy across B2C, B2B, and internal audiences
Define loyalty marketing KPIs and partner with Analytics on performance tracking

Experience developing and leading customer or loyalty marketing strategies, with the ability to drive integrated initiatives across cross-functional teams, regions, and partners
Strong strategic thinker with a test-and-learn mindset and a bias toward measurable outcomes; able to translate strategy and value propositions for diverse audiences, markets, and partner needs
Exceptional written, verbal, and executive-level presentation skills, with a proven ability to influence senior stakeholders and drive alignment
Global mindset with experience working across regions
Progressive experience leading loyalty and lifecycle strategies, with demonstrated success driving member acquisition, engagement, and retention through insight-led frameworks
Strong working knowledge of CRM, CDP, and personalization platforms, and how to leverage these capabilities to enable effective lifecycle and loyalty strategies
Experience partnering with hotels, brands, or franchise networks across regions; hospitality experience with an understanding of hotel operations and on-property activation strongly preferred

Director, Loyalty Marketing

Key skills