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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.
Professionals to explore
01—10Cristina Yoshida
LinkedInExperience: 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).
David Flueck
LinkedInExperience: 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.
Jacquelyn Van Pelt
LinkedInExperience: 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).
Jessica Wegner
LinkedInExperience: 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).
Joanna Bonder
LinkedInExperience: 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).
Joe Kiely
LinkedInExperience: 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).
Mark McGoey
LinkedInExperience: 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).
Mark Potter
LinkedInExperience: 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.
Rene Mizwicki
LinkedInExperience: 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.
Richa Gupta
LinkedInExperience: 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
- 01How did you decide which rewards and tiers to offer, and how did you estimate their cost to the business?
- 02Which metrics did you use to show the program changed customer behavior rather than rewarding purchases that would have happened anyway?
- 03How did you work with partners such as card issuers or other brands, and what did those partnerships add to the program?
Reaching loyalty program experts
How can I contact one of these loyalty program experts?
Pick one of the 10 people on this page and choose "Book a paid call", or describe your project to find others. You offer a fee for a 15-minute call or a written answer, Instant Expert finds the person's work email and sends the invitation, and they decide whether to accept. The list covers 9 companies, including Azul Linhas Aéreas Brasileiras, Marriott International and Hilton, based on profile data retrieved on September 28, 2026. Being listed here doesn't mean someone has agreed to take calls.
How much does it cost to reach loyalty program experts?
You choose the offer, starting at $5 per person. It includes Instant Expert's 20% fee, so an offer that pays the person $100 costs you $125. You're charged only when the person books the call or sends the answer.
What if they don't reply?
You pay nothing. Instant Expert sends follow-up reminders, and if the person hasn't booked or answered within 7 days, the request expires and any hold on your card is released. You can invite several of the 10 people on this list at once and cap your total spend, so you pay only for the ones who accept.
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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