Air Miles is expanding its senior leadership team with the addition of veteran marketer Justine Melman.
The loyalty brand, which recently inked a deal with sports entertainment platform DAZN, allowing Air Miles collectors to earn reward miles when activating new subscriptions, says Melman will oversee customer and digital engagement and further develop the program’s customer experience.
She will be responsible for developing new products and programs for collectors, and according to the release, empowering cross-functional teams within the organization to deliver increased value.
“As Air Miles progresses further along in its evolution, ensuring our collectors truly understand the role that the program plays in their everyday lives is one of our top priorities,” says Shawn Stewart, president, Air Miles Reward Program. “We’re confident that her proven history as a customer-centric marketer will promote the comprehension and engagement we continue to work towards.”
Melman led marketing and customer experience efforts at national and international organizations, including eBay, Cineplex Entertainment, Holt Renfrew and the Globe and Mail.
A long-time CMO for JM Marketing, Melman led development of brand, marketing and communication strategies for early- to mid-stage B2B and D2C startups.
She also held VP of marketing roles for PostMedia, and financial services platform, Flybits.
The popular loyalty program, which, in December, reached a deal with Pattison Food Group, owner of Western Canadian discount grocer Save-On Foods among other banners, also recently added Neo Financial to the fold to expand its partner roster.
In November, Pomp & Circumstance was named Air Miles’ new PR AOR to lead reward program’s B2B and B2C communications, helping to drive new connections and attract new audiences and partners.
