PositiveLinks Asia Hiring! Full Time Head, Customer Loyalty (Aviation) in Federal Territory - Ricebowl

Key Responsibilities

• Lead the strategy and execution of the company's business plan, driving revenue, profitability, member growth, retention and customer lifetime value.
• Grow and optimise accrual and redemption partnerships, including financial institutions, travel, lifestyle and other strategic partners.
• Strengthen loyalty programme economics, including rewards, points monetisation partnership models and overall commercial performance.
• Enhance member insights, analytics and lifecycle management to improve engagement, loyalty and programme value.
• Drive loyalty transformation and commercialisation, including programme redesign, platform enhancements and new business opportunities.
• Build strong collaboration across airline teams and external partners spanning technology, operations, finance and commercial functions.
• Lead and develop a diverse, high-performing loyalty team while supporting the future corporatisation.

Key Requirements

• 15+ years of relevant experience, preferably with senior leadership and significant commercial ownership.
• Strong background in loyalty programmes, commercialisation, partnerships, customer analytics and customer lifecycle management.
• Proven track record of driving revenue, profitability, member acquisition/retention and customer lifetime value.
• Strong understanding of loyalty economics, including accrual/redemption, rewards, points monetisation and partnership models.
• Experience in loyalty transformation, programme redesign, platform enhancement or commercialisation.
• Airline/Frequent Flyer Programme experience preferred; strong candidates from banking/cards, travel, hospitality, payments, retail, e-commerce or established loyalty ecosystems are also relevant.
• A commercial loyalty business leader, rather than a purely brand, marketing, CRM, campaign or analytics profile.
• Demonstrates five core leadership attributes: commercially minded, curious, collaborative, compassionate and a strong critical thinker.
• Strong influencing, stakeholder management and data-driven decision-making capabilities.
• Open to being based in Kuala Lumpur, Malaysia.