Our client, a leading international group with operations across multiple markets and a large general customer base is seeking a Director of Loyalty to lead the development of its strategic partner ecosystem.

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The company operates a well-established loyalty platform designed to strengthen customer relationships, deliver differentiated experiences, and create value through partnerships with leading brands across multiple industries.

Role Purpose

You will be responsible for defining and executing the partnership strategy for the company’s loyalty programme.

The role will focus on identifying and developing opportunities that enhance the programme’s value proposition, drive customer acquisition and engagement, and generate new revenue streams.

This position requires a strong combination of strategic thinking, business development expertise, complex negotiation skills, and the ability to build long-term relationships with international partners.

Key Responsibilities

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- Define and lead the global partnership strategy for the loyalty programme, aligned with the company’s growth, engagement, and profitability objectives.

- Identify, assess, and secure new strategic partners across sectors such as financial services, mobility, transportation, retail, entertainment, dining, technology, telecommunications, and experiences.

- Develop partnership models that enable customers to earn and redeem benefits across a broad ecosystem of brands and services.

- Lead the negotiation of complex commercial agreements, including financial models, value exchange, marketing commitments, data usage, exclusivity, and operational terms.

- Manage and strengthen relationships with the programme’s most important partners, ensuring delivery against commercial objectives and identifying opportunities for further growth.

- Develop tailored value propositions for existing and prospective partners.





- Drive customer acquisition, activation, frequency, retention, and lifetime value through the partner ecosystem.

- Collaborate closely with Loyalty, Marketing, Product, Technology, Data, Finance, Legal, and Operations teams.

- Monitor partnership performance through commercial and customer behaviour metrics, recommending actions to improve results.

- Build business cases, financial forecasts, and growth plans for new partnership opportunities.

- Represent the company in executive meetings, strategic negotiations, and relevant industry events.

- Lead, develop, and support a team specialising in partnerships and business development.

Candidate Profile

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- Significant experience in senior roles within strategic partnerships, loyalty, business development, commercial alliances, or customer ecosystems.

- Proven track record of negotiating complex commercial agreements with large national and international organisations.

- Strong understanding of loyalty programmes, points-based models, rewards platforms, membership propositions, benefits ecosystems, or subscription-based businesses.

- Experience working with partners in sectors such as banking, payments, mobility, airlines, retail, technology, telecommunications, or entertainment.

- Demonstrated ability to design partnership strategies that contribute directly to revenue growth, customer acquisition, engagement, and retention.

- Strong financial acumen, with experience developing business cases, commercial models, and profitability forecasts.

- Excellent communication, negotiation, and influencing skills, with the ability to engage senior executive stakeholders.

- Experience working in international, matrixed, and complex organisations.

- Results-oriented, entrepreneurial, and capable of turning strategic opportunities into commercially viable partnerships.

- Fluent or advanced professional English. Additional languages would be an advantage.

- Willingness to travel internationally when required. xqbhyrx

- Location: Madrid, Spain.

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📌 Director de Fidelización/Loyalty Director (Madrid)
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