Head, Loyalty (Enrich)

Job Title

Head, Loyalty (Enrich)

Reports To

CEO, Loyalty & Travel Services

Role Purpose

Responsible to meet market demand and create new ones in areas that are profitable to Malaysia Airlines (MH) across the globe, leveraging on brand development, customer loyalty programme, and growing corporate accounts based to be on par with the best airlines in the world

Key Accountability

• Drive achievement of KPI targets for Membership acquisition, retention and lifetime value, accrual and redemption targets


• Execute the business plan of Enrich including managing the conversion to a revenue based accrual model with dynamic redemption


• Develop the corporatisation model for Enrich, enable reporting of its own P&L, BS and CF


• Expand partnerships for both accrual & redemption and develop close relationships with partners


• Deliver value-added frequent flyer program to enhance customer experience, resulting in loyalty

Qualification & Experience

• Degree in Business, Marketing, Management with at least 15 years experience