Executive Director, Loyalty

We are worldwide Augmented Hospitality leaders, the best at what we do. Heartists is what we call ourselves, generous, passionate, attentive and free, whether we are welcoming guests, connecting with our peers or serving others.

Our entire Accor estate expands across the world. With over 300,000 experts committed to rejuvenating the hospitality experience we pride ourselves in being the employer of choice, so live limitlessly, come as you are, grow with us, work with purpose and explore the endless opportunities in store.

We are seeking a passionate & strategic leader to join our team as the Global Senior Loyalty Director for Raffles & Fairmont Hotels. In this pivotal role, you will be responsible for driving the loyalty strategy and member experience specifically for Fairmont and Raffles guests within the ALL program. You will play a key role in maximizing guest engagement, retention, and revenue generation through our loyalty program. In this role you will be supported with a direct report to manage the current Gift card program.

The Executive Director, Loyalty is a key leader for driving Loyalty across both Fairmont & Raffles brands, with a key objective to increase Loyalty contribution (revenue and room nights) globally.

He/she will also be the key point of contact with all the hotels and be responsible to drive loyalty initiatives and awareness across all touch points within the hotels.

Internally: Works very closely with Accor Global Loyalty team, ALL Marketing team, All Hub loyalty teams, Fairmont & Raffles Digital teams and hotel teams to drive Loyalty revenue, Member enrollment and Loyalty awareness.

Externally: Is the point of contact for third party partner ALL activations across Fairmont and Raffles.

The position will also contribute to the increase of Members enrollments and database to increase quality CRM database across both the brands.

• Develop and implement a tailored loyalty strategy for Fairmont & Raffles hotels within the ALL program, ensuring alignment with the broader Accor Live Limitless vision.
• Directly manage the hotels loyalty champions (Heads of Department: Front Office, F&B, Sales) to deliver on all operational requirements.
• Manage and be accountable for the Gift card & Ovation card program for Fairmont & Raffles.
• Lead the analysis and optimization of program benefits, tiers, and redemption options to enhance guest value and drive program participation.
• Delivery of the programme and systems training to front line colleagues and any other concerned departments.
• Manage induction and training for new recruits/new hotels on an ongoing basis.
• Assign specific function responsibilities to key team members to drive ownership and operational subject expertise.
• Analyze guest data and identify trends to inform program development and personalization initiatives.
• Collaborate with the broader ALL team to ensure program consistency and a seamless guest experience across all Accor brands.
• Drive and ensure achievement of loyalty KPI’s for the Luxury brand, including member acquisition, engagement, retention & revenue generated.
• Ensuring continuous communication and implementation of loyalty best practices across both brand & hotels globally.
• Provides troubleshooting support across key topics related to customer loyalty experience and ALL points management.
• Drive and support roll-out of ALL loyalty experiences across both brands and hotels, working closely with Marketing & PR Teams.
• Leads a team of 2+ direct reports.
• Responsible to drive Loyalty revenue target of +/- 950m Euro annual revenue.
• Manages an annual budget for Loyalty activations (Including Loyalty points).

• 10+ years of experience in loyalty program management, ideally within the hospitality industry.
• Excellent analytical and problem-solving skills with the ability to leverage data insights to inform strategic decisions.
• Knowledge of ALL – Accor Live Limitless will be a strong advantage.
• Exceptional communication and interpersonal skills with the ability to influence and build strong relationships at all levels.
• Proven Loyalty management expertise and knowledge of Loyalty programs.
• Proven experience successfully navigating complex organizations and driving progress with peer teams to achieve company goals.
• Analytical mindset; can gather, interpret, and leverage data for strategic decision-making.

Our commitment to Diversity & Inclusion:

We are an inclusive company and our ambition is to attract, recruit and promote diverse talent.

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