Loyalty & Partnership Marketing
With over seven years’ experience in global loyalty marketing (between 2009-2016), I have specialised in developing and managing high-impact programmes that drive retention, increase engagement, and grow brand loyalty. I’ve worked across financial services, education, media, and luxury travel—partnering with major brands and delivering measurable business results.
I began my loyalty career with the Collinson Group (ICLP and PMA), one of the world’s leading customer loyalty agencies, where I managed international programmes for clients including Visa Commercial Card and Samba Bank. Highlights include a 15% YoY increase in Visa partner offer redemptions across CEMEA and MENA.
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Later, I was headhunted to launch the first-ever global student loyalty programme at Global University Systems. Within six months, I secured 40+ partner brands offering exclusive student deals, contributing to double-digit uplifts in sales, engagement, and event footfall.
Global Brands & Loyalty Clients
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Visa (Commercial Card)
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Samba Bank (Saudi Arabia)
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Financial Times
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Air France
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Diners Club
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Red Spotted Hanky (UK Rail)
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Priority Pass
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My Student Offers (Global University Systems)
Industries Covered
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Financial Services
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Travel & Hospitality
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Media & Publishing
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Education
Collinson Group (ICLP/PMA) -
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15% YOY increase in Visa partner offer redemptions.
Global University Systems -
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Launched global student loyalty programme with 40+ brand partners in 6 months.
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Boosted course sales, cut CPA by 20%, achieved 70% retention ​
