Go-to-market

10 loyalty program experts

These ten professionals have run customer loyalty programs in-house in director, vice president and head-of-loyalty roles at retailers, restaurant brands, hotel companies and airlines. A reader can learn from them how to design, operate and measure a loyalty program inside an operating business.

10 professionals9 companiesData retrieved September 28, 2026

Professionals to explore

01—10
  1. Cristina Yoshida

    LinkedIn

    Experience: Director - Loyalty Program & Ancillary Revenue · Azul Linhas Aéreas Brasileiras

    Director - Loyalty Program & Ancillary Revenue at Azul Linhas Aéreas Brasileiras since 2023. At Azul she was also General Manager - TudoAzul (loyalty program) and Azul Viagens (travel operator) (2019–2023) and Product Manager - TudoAzul (2015–2018). Another row shows Senior Consultant, Partner at Apsan Consulting Group (2011–2015).

  2. David Flueck

    LinkedIn

    Experience: Senior Vice President, Global Loyalty Marriott Bonvoy · Marriott International

    Former Senior Vice President, Global Loyalty Marriott Bonvoy at Marriott International (2016–2025) and Global Officer, Loyalty, Cards and New Businesses (2025–2026); the profile says that role led Marriott Bonvoy, a community of over 250 million travelers, along with the co-branded credit card portfolio. Since 2026 he has been Chief Customer Officer, President of Ikon at Alterra Mountain Company.

  3. Jacquelyn Van Pelt

    LinkedIn

    Experience: Director, Loyalty EMEA · Hilton

    Director, Loyalty EMEA at Hilton since 2018, and Senior Manager, Loyalty EMEA at Hilton from 2014 to 2017. The profile says she led the Hilton Honors loyalty programme within the Europe, Middle East and Africa region and managed a team. She was also Managing Associate at Auriemma Roundtables (2011–2014).

  4. Jessica Wegner

    LinkedIn

    Experience: Sr. Director, Loyalty, Credit & Personalization · Macy's

    Sr. Director, Loyalty, Credit & Personalization at Macy's since 2024, and Director, Loyalty & Credit at Macy's from 2022 to 2024. She was also VP, Customer Loyalty & Membership at Camping World (2021–2022), Director, Loyalty Programs at Ulta Beauty (2018–2021) and Sr. Manager, Loyalty Programs at Ulta Beauty (2017–2018).

  5. Joanna Bonder

    LinkedIn

    Experience: Sr. Director, Head of Loyalty and Digital Channel Marketing · Zaxbys

    Sr. Director, Head of Loyalty and Digital Channel Marketing at Zaxbys, which the profile describes as a restaurants company, since 2023. At Dunkin' she was Director of Loyalty (2021–2022), Director, Loyalty Marketing and Strategy (2020–2021) and Sr. Manager, Loyalty (2019–2020).

  6. Joe Kiely

    LinkedIn

    Experience: Managing Director, SkyMiles Loyalty Program · Delta Air Lines

    Managing Director, SkyMiles Loyalty Program at Delta Air Lines since 2022, and the profile headline calls him head of the SkyMiles loyalty program. Other Delta Air Lines roles include Managing Director, Product Management & Revenue (2019–2022), Managing Director, Revenue Management (2017–2019) and Managing Director, Customer Experience (2015–2017).

  7. Mark McGoey

    LinkedIn

    Experience: Associate Vice President - Loyalty, Americas and Franchise · Hyatt

    Associate Vice President - Loyalty, Americas and Franchise at Hyatt since 2024; the profile says the role drives and implements the strategic loyalty priorities for Americas and global franchise hotels. Other Hyatt roles include Director, Loyalty & Brands - Americas and Franchise (2021–2024) and Director, Loyalty - Europe, Africa, Middle East, and Southwest Asia (2014–2018).

  8. Mark Potter

    LinkedIn

    Experience: Director of Loyalty Managing Director Etihad Guest · Etihad

    Director of Loyalty Managing Director Etihad Guest at Etihad since 2023, and Director Loyalty, CRM and Sponsorships Managing Director Etihad Guest since 2026. Other Etihad roles include Manager Loyalty Program Product, Strategy & Travel Partnerships (2015–2018) and Lead, Commercial Partnerships (2018–2021). The profile lists loyalty product development and program strategy among his areas.

  9. Rene Mizwicki

    LinkedIn

    Experience: Head of Loyalty Marketing and Member Engagement · Hyatt

    Former Head of Loyalty Marketing and Member Engagement at Hyatt (2016–2018). Other Hyatt roles include Director Loyalty Program (2000–2005), Director, Loyalty Program and Partnerships (2005–2007), Director Loyalty Marketing and Member Engagement (2007–2016) and Head of Experience Platform (2018–2020). The profile describes owning and leading loyalty program development, marketing and operations.

  10. Richa Gupta

    LinkedIn

    Experience: Senior Director, Head of Loyalty Platform Innovation and Partnerships · Albertsons Companies

    Senior Director, Head of Loyalty Platform Innovation and Partnerships at Albertsons Companies since 2023; the profile says the role develops the vision, strategy and product roadmap to build and scale new loyalty innovations, including gamification. At Albertsons Companies she was also Senior Director, Loyalty-Subscriptions (2020–2023) and Director, Loyalty (2015–2019), and she was Sr Manager, Loyalty Partner Marketing at Safeway (2012–2013).

Choose the right perspective

Pick someone whose program model is close to yours, since travel points programs, retail rewards and restaurant apps face different economics. Also decide whether you need someone who set overall program strategy or someone who ran day-to-day member engagement, and choose accordingly.

Questions to take into the conversation

  1. 01How did you decide which rewards and tiers to offer, and how did you estimate their cost to the business?
  2. 02Which metrics did you use to show the program changed customer behavior rather than rewarding purchases that would have happened anyway?
  3. 03How did you work with partners such as card issuers or other brands, and what did those partnerships add to the program?

About this directory

This is a professional research starting point based on business profile data retrieved on . Titles and companies reflect that source snapshot and may describe past or present roles. Check the linked profiles for current details. Inclusion does not imply Instant Expert membership or availability.

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