The Star Entertainment Group
Over five years and three senior roles in a highly regulated industry, I’ve learned that sustainable success comes down to two core principles: the ability to adapt—and an unwavering commitment to the customer.
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In my Loyalty leadership role, I delivered a major optimisation of the program by rebalancing investment and uncovering cost efficiencies—without compromising member value. This ensured our highest-value members received the greatest returns, while introducing new initiatives to motivate and engage lower-tier members.
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Facing the arrival of a major new competitor, I led the development of a data-led defence strategy. Grounded in deep customer research, it focused on delivering exceptional moments and enhanced value to our most loyal members—strengthening retention and program appeal.
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In the wake of the pandemic, I stepped up as General Manager of Sales and Marketing for our hotels and event spaces. By reshaping the commercial strategy and focusing on the right segments, pricing, and partnerships, I helped lead a strong recovery. This transformation reignited growth, restored performance, and repositioned the business for long-term success.
David Jones
When designing loyalty programs, I start by deeply understanding customer needs and finish with a robust business case underpinned by financial modelling—ensuring long-term viability and commercial impact. Early and ongoing stakeholder engagement is key, especially when evolving or integrating existing programs into a new strategy.
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I’ve developed multiple Loyalty Value Propositions, combining customer insights, scenario modelling, communication plans, tech requirements, and team structure.
By presenting clear business cases to the Board, I gained approval to proceed, then led cross-functional teams through business requirements, solution design, vendor selection, and implementation.
The Australian Plus, News Corp
I led the design and implementation of a loyalty program for news subscribers within a tight 5-month timeline. This initiative involved developing a comprehensive Go-to-Market strategy that effectively utilised multiple channels, including print, digital, trade, social media, and PR.
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With a strong focus on customer engagement, I curated a redemption website that offered rewards tailored to subscriber preferences. Key to the program’s success was securing 26 partners at launch and establishing a solid foundation for future collaborations, positioning the program for sustained growth.
Qantas Loyalty
Launching the first B2B Coalition program in Australia was a major achievement. I successfully introduced the loyalty program on time and within budget by executing an integrated multi-channel strategy. This included an advertising campaign targeted at SME business owners, digital marketing initiatives, and owned channel communications.
I oversaw the development of the website, mobile site, and virtual card to enhance user experience and functionality. Furthermore, I devised a highly effective pre-registration strategy, resulting in an impressive 30,000 pre-registered businesses within just three months.
