Career chapter · 2018–2021
Marketing the platform that monetises miles for the world's leading airlines.
Three years running corporate communications and digital marketing at a Switzerland-based global loyalty redemption SaaS — the platform behind points-based commerce for several of the world's leading airlines and FMCG brands. Built integrated marketing programmes for the UAE's national flag carrier, Qatar's Doha-based five-star international airline, Finland's flag carrier, Malaysia's national flag carrier, and Thailand's national flag carrier — plus FMCG and luxury brand work for the Cincinnati-based maker of the world's largest baby-care brand, Switzerland's largest food & beverage group, an iconic American casual-wear retail chain, and a Geneva-based haute-horlogerie maison. Added approximately 40,000 subscribers to client e-commerce databases.
Challenge
The starting point
The platform serves dozens of premium global brands across multiple geographies, each with its own audience profile, regulatory environment, brand voice and channel mix. The marketing function had to scale across all of them simultaneously, with platform-level efficiency and brand-level calibration.
Approach
What I did
Client-specific integrated strategies
Precision-targeted integrated marketing strategies per client brand. Each brand received a calibrated channel mix, content engine and reporting cadence. Tools used: Hootsuite, SEMrush, Emarsys, Instagram Ads, Google Ads, Facebook Ads.
Pitch-grade analysis
Developed sales-and-marketing pitch decks underpinned by database administration, MIS reporting, brand-perception studies and competitor analysis. Tool: QlikView for analytics.
Decision-maker outbound
Initiated and developed relationships with key decision-makers in target organisations for business-development pipeline.
Full-funnel digital
Implemented complete digital marketing, engagement, customer experience and revenue-generation programmes for client airlines including UAE, Qatari, Finnish, Malaysian and Thai flag carriers, plus client FMCG brands routed through the platform's points-based commerce engine.
Subscriber growth
Added approximately 40,000 subscribers to client e-commerce databases through coordinated campaigns across email, paid social, SEO, LinkedIn Ads and PR.
End-to-end marketing solutions
Provided marketing solutions to client brands, merchant partners and member bases through social media, email marketing, SEO, Google Ads, LinkedIn Ads and PR.
Multi-channel orchestration
Synchronised client and member communications — from planning marketing calendars to executing campaigns and SEO funnels.
Lead generation
Steered lead-generation campaigns for awareness, acquisition, engagement and retention through inflight services, social channels and DRIP email campaigns.
Lessons
What this chapter taught
Loyalty platforms are marketing engines first, technology platforms second. The differentiation lies in the calibration of campaigns per brand, not in the SaaS feature set.
Multi-region brand orchestration requires platform-level efficiency with brand-level voice. Templating destroys both.
Aviation loyalty has the most demanding seasonal calendar in marketing. The operating cadence has to internalise it.
FMCG operating discipline (claim governance, ESG, multi-region content review) translates back into D2C and tech-platform work years later.
Recognise the pattern?
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