Vice President - Loyalty

The VP Loyalty is the single commercially accountable owner for Group Loyalty (MUSE) and its customer value proposition, with end-to-end responsibility for P&L, operational performance and delivery. Reporting to the Chief Omnichannel & AI Officer, the VP owns Loyalty s operating strategy translating the Group s direction into prioritised operating plans, measurable commercial outcomes and effective execution. This is a hands-on role: working directly with financial and member data, resolving delivery issues personally, and driving stakeholder and partner engagement contributing evidence and commercial insight to strategy, rather than serving primarily as a strategy-setting position. The VP sets Loyalty s priorities and delivery outcomes across dedicated and shared teams; this does not change the organisational reporting lines of shared functions. Commercial, Customer & Programme Performance • Own the Group Loyalty P&L end-to-end revenue, costs, profitability, points liability/breakage, CBCC and Gift Card unit economics, budgeting and forecasting. • Lead the marketing and engagement agenda in line with agreed strategic objectives; own the programme s customer and engagement KPIs across acquisition, activation, active members, retention, frequency, redemption and cross-brand engagement. Hands-on Operational & Commercial Delivery • Use programme performance data to drive commercial decisions and priorities across markets and workstreams; stay directly involved in partner negotiations and launch execution, with a disciplined cadence of clear actions, owners and follow-through. Product Delivery • Lead execution of the Group Loyalty product roadmap, including: • LMS optimisation, improving reliability and member experience. • CBCC launch execution and scale-up across live and approved upcoming markets, alongside other approved market expansion and partner initiatives. • Gift Card commercialisation across B2B, B2C and e-commerce channels. • Evolution of the MUSE member app, including SSO and Wallet integration. • Delivery of Conversational Commerce and Retail Media initiatives within the agreed roadmap, working closely with the AI Lab and Central Marketing team. • Own business requirements, prioritisation, launch readiness and post-launch performance, partnering with specialist teams on technical delivery and controls. Customer Value Proposition & Member Experience • Own the commercial evolution of the MUSE and Elite propositions ensuring differentiation, financial sustainability and consistent delivery across channels and touchpoints; use customer insight and performance data, working with Marketing and CRM, to grow adoption and continuously optimise benefits and member journeys. Governance & Shared-team Delivery • Set Loyalty priorities, delivery outcomes and sequencing across dedicated and shared teams, holding workstream owners accountable for agreed milestones; maintain governance over delivery risks, dependencies and investment decisions, escalating with clear options and recommendations where needed. Stakeholder & Partner Leadership • Act as the senior Loyalty business owner for key internal and external stakeholders and partners, building alignment on shared goals and personally resolving issues that impede execution. Team & Capability Leadership • Lead and develop the existing Loyalty team, establishing clear responsibilities and a culture of ownership, analytical discipline and execution; manage clear ways of working with other Omnichannel teams Product, Analytics and others that Loyalty s delivery depends on. • Significant senior leadership experience with demonstrable hands-on responsibility for a live, multi-market loyalty programme or comparably complex rewards business. • Proven P&L ownership and delivery of measurable commercial results, with a strong working understanding of points liability, breakage, rewards costs and partner economics. • Evidence of personally diagnosing and resolving operational and commercial problems, rather than solely sponsoring strategy or transformation. • Strong analytical capability: able to interrogate member, cohort, campaign and financial data, challenge assumptions and translate findings into action. • Practical experience managing loyalty operations, partner onboarding, launch execution and ongoing programme performance. • Experience delivering complex initiatives across Product, Technology, Marketing, CRM, Analytics, Finance and Operations. • Strong understanding of customer propositions, lifecycle management, personalisation, digital member experience and loyalty economics. • Detailed, current understanding of acquisition, activation, engagement, redemption and retention performance across products and markets. • Experience negotiating commercial partnerships and managing senior internal and external stakeholders. • Demonstrated ability to set priorities and secure delivery in a matrix organisation, including through teams outside the direct reporting line. • Strong people leadership, sound commercial judgement and the ability to move between executive discussions and detailed delivery work.