Vice President - Loyalty

About the role

The Vice President of Loyalty is the single commercially accountable owner of 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 role translates the Group's direction into prioritised operating plans and measurable commercial outcomes. It is hands-on: working directly with financial and member data, resolving delivery issues personally and engaging stakeholders and partners.

Key responsibilities

• Own the Group Loyalty P&L end-to-end, including revenue, costs, profitability, points liability and breakage, CBCC and Gift Card unit economics, budgeting and forecasting.
• Lead the marketing and engagement agenda and own customer and engagement KPIs across acquisition, activation, retention, frequency, redemption and cross-brand engagement.
• Drive commercial decisions from programme performance data, take part in partner negotiations and launch execution, and lead the product roadmap (LMS, CBCC, Gift Cards, MUSE app, Conversational Commerce and Retail Media).
• Own the commercial evolution of the MUSE and Elite propositions, working with Marketing and CRM to grow adoption and optimise member journeys.
• Set priorities and outcomes across dedicated and shared teams, govern delivery risks and escalate with clear options.
• Act as senior business owner for internal and external stakeholders and partners, and lead and develop the Loyalty team.

Required profile

• Significant senior leadership experience with hands-on responsibility for a live, multi-market loyalty programme or a comparable complex rewards business.
• Proven P&L ownership and delivery of measurable commercial results, with a strong understanding of points liability, breakage, rewards costs and partner economics.
• Experience personally diagnosing and resolving operational and commercial problems, and managing loyalty operations, partner onboarding and launch execution.
• Experience delivering complex initiatives across Product, Technology, Marketing, CRM, Analytics, Finance and Operations.

Required skills

• Strong analytical capability: interrogating member, cohort, campaign and financial data and turning findings into action.
• Understanding of customer propositions and lifecycle management.