Job opening: BA wants a new loyalty head

No idea what happened to the old BA loyalty head …. but if you’re looking for a new challenge then this could be the job for you.

British Airways is recruiting for a new Loyalty Manager, which I believe is the most senior loyalty role within the airline – IAG Loyalty is separately run.

Let’s look at what you get to do. Most of it seems to involve a creating a new ‘transformation plan’ ….

The full job description is on ba.com here.

We’re seeking an experienced airline Loyalty Manager to maximise the value to BA of Loyalty by optimising the Loyalty Programme (The BA Club) and uses of the Loyalty currency (Avios).

You’ll define the Loyalty strategy, building positive relationships with key stakeholder and developing and inspiring the team to success.

What you’ll do

• Be accountable for defining and implementing BA’s strategy and approach to Loyalty
• Lead a team of 5 providing coaching, expertise & guidance to deliver optimal results
• Create a long-term vision for Loyalty, aligned with IAGL, and put in place a transformation plan to achieve this vision
• Deliver significant commercial and customer benefits through transformation
• Balance trade-offs between commercial and customer outcomes from Loyalty
• Lead Loyalty governance and stakeholder management within BA including managing IAGL relationship; and informing or reaching agreement with other BA stakeholders (Customer, PR, CLT, etc.)
• Lead creation of monthly CEOs Loyalty Board content and material
• Review and monitor Loyalty performance from all angles: customer, commercial, and internal BA/IAGL including Loyalty ‘trading’
• Make Loyalty a data-led discipline where decisions are always quantitative and objective with clear rationale
• Act as the central point for Loyalty within BA, representing to IAG, joint businesses, oneworld, etc
• Oversee Loyalty tech changes, including managing a budget, developing business cases, and delivering changes and improvements on schedule

Your Experience

• Education to degree level and/or equivalent experience
• Proven experience of getting things done and driving beneficial change, ideally including tech or product changes
• Expert knowledge of Loyalty and its role in airline commercials
• Expert knowledge of wider airline commercial and customer strategy
• Practical experience with data and analytical tools and techniques, and articulating argument using data

At British Airways, you’ll not only be shaping the future of our programmes—you’ll be shaping the future of travel itself

You’ll be based in Waterside. No salary is given but no-one ever joined British Airways for the money.

Historically this job – and the CEO role at IAG Loyalty – has been filled by a BA ‘lifer’ with no experience of loyalty. The job description implies that the net is being cast more widely this time which can only be a good thing.

Applications close on 9th September. I suspect I know who will get it if British Airways is serious about looking externally, but it never hurts to throw your hat in the ring if you’re in the industry.