Project Description



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.

I had the pleasure of working with Sam when she came in to provide interim leadership at Avios.  She overcame some very significant challenges to set both compelling long-term direction and galvanise a team into action, and it’s her ability to create real change in a short period of time that really stands out.

Ross Farquhar, Partner, 101

Sam and I worked together when she was the interim Marketing Director at Avios.  I really enjoyed our time together – Sam is considered & calm and sees things things clearly & quickly. Just the skills that were needed when the challenge was to give the team perspective and direction.

Ben Rachel, Planning Director, Soul