Director / Head of Customer Loyalty & Retention

4 days ago

London, Greater London, United Kingdom Thomas Cook Full time £39,200 - £120,000 per year

We're embarking on a bold transformation to redefine how we build loyalty and drive repeat business. We believe that exceptional customer experiences—before, during, and after travel—combined with intelligent, personalised communication and meaningful rewards, can turn one-time travellers into lifelong customers.

To lead this change, we're looking for a Director / Head of Customer Loyalty & Retention: a strategic thinker and hands-on leader who will design, implement, and continuously optimize a loyalty framework that goes far beyond points and perks. You'll lead initiatives that delight our customers, recognise their loyalty, and ensure that every interaction builds trust, value, and brand affinity.

Key Responsibilities:1. Strategy & Vision

  • Develop and own the end-to-end customer loyalty and retention strategy in line with our brand, customer expectations, and business goals.
  • Define a loyalty framework built on three pillars: exceptional customer experience, recognition of repeat purchase, and relevant, personalised communication.

  • Set KPIs and then measure for loyalty programme success, including such as Customer retention rate, NPS, CES, CLTV, and engagement metrics.

  • Customer Experience & Journey Optimisation

  • Map and continuously optimise the customer journey from booking to post-trip, identifying loyalty-building moments across each stage.

  • Partner with Brand Marketing, IT and Customer Service teams to ensure seamless experiences pre-departure, during travel, and post-trip.

  • Lead initiatives to improve complaint handling and post-trip feedback loops (NPS, CES) as drivers for retention and rebooking.

  • Loyalty Programme Development

  • Design and launch a loyalty programme tailored for travellers—not just points, but perks, recognition, and personalised value.

  • Develop member-exclusive benefits such as special rates, VIP treatment, or tailored offers to increase customer stickiness.

  • Continuously test, learn, and optimise the programme based on performance data and customer feedback.

  • Personalised Marketing & Communication

  • Oversee the creation of trigger-based, personalised communications, including price alerts, trip reminders, and inspirational content.

  • Use customer data and preferences to drive segmented, relevant messaging.

  • Ensure communications reinforce customer value and loyalty—not just short-term sales.

  • Cross-functional Collaboration & Leadership

  • Act as the voice of the customer across the business, ensuring customer-centric thinking is embedded in all touchpoints.

  • Collaborate with IT, Product teams and segment revenue managers to build the systems for tracking, personalisation, and automation.
  • Lead, mentor, and grow a team focused on loyalty and lifecycle marketing.

Key Requirements

  • 5+ years in a senior CRM, Loyalty, or Customer Experience role—ideally in travel, hospitality, or e-commerce.
  • Proven experience designing and scaling customer loyalty programmes with measurable business impact.
  • Demonstrated ability to lead personalised, data-driven marketing programmes (CRM, lifecycle, trigger-based).
  • Comfortable working cross-functionally and influencing change across departments.
  • Strategic mindset with hands-on execution skills - you can see the big picture and roll up your sleeves to get things done.
  • Passionate about travel is a big bonus.

What can we offer if you decide to travel with us?

  • Opportunity to lead innovative international campaigns
  • Dynamic work culture in a global environment
  • AXA medical care partnership.
  • Life Insurance.
  • Annual leave allowance + 8 days UK bank holidays.
  • 2 hours per week for self development.
  • Flexible working arrangements.

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