The Challenge: Avios (formerly Airmiles, an IAG owned business) aims to be the Global Leader in Travel Rewards in a rapidly changing travel and loyalty market. I was appointed at a critical time for the business, as they were in the process of developing their 3-year strategic plan and were without both their Head of Customer Marketing and their Customer Director.
The Result: Assisted the Executive Team with a review of the Customer Department structure and activities and laid the foundation for the 2017 marketing strategy, which was based on overcoming blocks in the customer journey to improve collection and spend rates. Overhauled both internal and agency ways of working and processes and initiated a detailed review of all digital marketing activity to facilitate greater SMT understanding and buy-in. Also delivered a £50,000 media agency rebate, only possible by leveraging personal business contacts.