Tom Peace Appointed MD of The Loyalty People

The Loyalty People has today announced the appointment of loyalty innovator Tom Peace as the company’s new Managing Director.

Tom PeaceHaving joined the business as Chief Revenue Officer in 2020, Tom will take the reins of this fast-growing global network of loyalty consultants to lead its commercial strategy, partnerships and new business – adding to the company’s stable of prestigious clients which already includes Molton Brown, Benefit Cosmetics, Cadogan Estates, Mall of Qatar, Christian Louboutin, Carolina Herrera, Epsilon.

Tom is one of the loyalty industry’s most respected experts, with over 15 years’ experience in analytics and customer engagement roles at the likes of IRI, Aimia, Reward Insight and Collinson. He is a specialist in strategic programme design, building technology solutions and new loyalty trends, such as card-linking, real-time data analytics and experiential loyalty, working across a wide range of sectors including financial services, retail, food and beverage, travel and FMCG.

As the loyalty industry reinvents itself after the shock of Covid, Tom’s focus will be on helping clients navigate the big emerging loyalty trends and the move towards experiential benefits and emotional connection over points-based programmes.

Commenting on his new role, Tom said:

‘I’m thrilled to be taking a wider leadership role with The Loyalty People at a time when our profession is needed more than ever to help brands rebuild after the pandemic. We are on a mission to deliver powerful loyalty strategies for the post pandemic landscape, designed to drive engagement – which has been lost as a result of a year of lockdown. There is no going back to the old ways however and I’m very excited to be helping our global client base redefine and rebuild their loyalty strategies in the months ahead.’

About The Loyalty People

The Loyalty People is a global collective of loyalty experts offering unrivalled knowledge and support for clients with all aspects of loyalty, CRM and customer engagement. This innovative, fast-growing business provides clients with access to a worldwide network of trusted associate consultants, each specialising in an area of loyalty and customer engagement.

The network’s expertise covers everything from programme strategy, analytics, technology solutions and implementation for a wide range of sectors – from fashion, luxury goods, beauty and cosmetics to FMCG, grocery, hospitality, travel and pharmaceuticals. The very best people are hand-picked to meet the specific needs of each brief, giving clients easy access to the highest level of expertise, guidance and hands-on support to meet their needs.

The Loyalty People also has a community of over 1500 members working in the loyalty industry who tune in to regular emails, newsletters and white papers providing market-leading opinion and sector insight.

The business was founded in 2018 by retailer and prominent loyalty and CRM expert Pete Howroyd, based on his experience directing high profile loyalty programmes while working for retailers such as Harvey Nichols and Harrods. Having worked predominantly on the client side of business, he wanted to rework the client / agency model to allow more flexible and productive partnerships to flourish. The Loyalty People was created out of this core idea, allowing specialists at the top of their field to join in-house teams to add all the benefits of their strategic capabilities and experience.

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