We’ve led customer strategy across industries, from redesigning global propositions to delivering commercial impact at scale. Each case study reflects our strategic approach, commercial focus, and commitment to driving meaningful customer value.

Simplifying complicated matters; The Real Debt Guy

We brought the founder’s passion project; The Real Debt Guy, to life. From brand story to platform launch and business strategy. Collaborated closely with the creative agency to bridge the gap between vision and execution, ensuring alignment from concept to delivery.

Services:

  • Brand development oversight and advisory

  • Platform and CX oversight and founder advisory from ideation to go-live

  • Business strategy & plan development to guide execution in 2025-2028

Redefining Privilege Club; Qatar Airways

Developed business plan and strategy incl. repositioning the loyalty programme to rebuild connection and trust with existing, dormant and new members.

Executed with new programme enhancements incl.:

  • Car and hotel booking platform

  • Points activity-based expiry

  • Tier extension and renewal during COVID

  • Defined strategic messaging platform aligned with Airline strategic messaging platforms.

  • Developed further programme redesign, socialised and rolled-out to enabling teams

The most thoughtful loyalty programme; Etihad Guest

Responded to customer pain-points to reposition and relaunch the Etihad Guest programme with multiple new programme enhancements

Redeveloped and deployed the Etihad Guest brand; the most thoughtful loyalty programme

Adopting a new loyalty currency; Avios: Qatar Airways

Loyalty Strategy lead in the transformative adoption of Avios as the currency of Qatar Airways Privilege Club

Maximising strategic partnerships: Etihad Guest

  • New card launches: Led product and marketing efforts to scope, research, develop and launch new cards in UAE, KSA & India

  • Portfolio maximisation: Marketing lead to drive portfolio growth and activation across all Etihad Guest co-branded cards. This work formed a core pillar of a 7-year strategic alliance with VISA, delivering significant sustained commercial performance and enhanced customer engagement.

Aim for the skies; Student Club

A programme designed for the needs of international students.

  • Architected as a complimentary loyalty environment, without complicating technical structure and brand architecture

  • Designed a student-first pCVP

  • Structured the brand architecture within the Qatar Airways ecosystem

  • Developed go-to-market plan and assets with project team

  • Worked with a cross-group team to launch, from ideation to customer, within 100 days

Breaking silos. Repositioning loyalty as a matrix org

Ushered in a new digital product organisation by supporting with overarching digital transformation and restructure.

Led the restructure of loyalty and loyalty partnerships within the digital and customer transformation, repositioning loyalty as a strong matrix organisation with a P+L

Some work was delivered through Bennett Consultancy & Co., other projects were led while in the organisation.