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Reporting to the Senior Director, Loyalty Program, the incumbent is responsible for developing and implementing the partnership strategy for the loyalty program currently under construction. This includes setting up the financial partnership, as well as prospecting, negotiating, integrating and managing partnerships to achieve engagement and financial objectives for both the company and the partners. The position is expected to grow to include supervision of 3 resources by the end of 2025.
Main Responsibilities
SETTING UP THE FINANCIAL PARTNERSHIP
One of the pillars of the loyalty program will be a partnership with a financial institution for the development of a co-branded credit card. The practice consists of ensuring coordinated product delivery between stakeholders and the implementation of best practices in terms of partnership management and the achievement of business objectives.
- Participate in negotiations with the financial partner to draw up the commercial agreement;
- Manage the operationalization of the commercial agreement and partnership management practices;
- Manage the performance of the portfolio, including card acquisition, as well as the engagement and retention of the cardholder base.
- Ensure the evolution of the service offering to increase the attractiveness of the product portfolio.
PARTNERSHIP STRATEGY DEVELOPMENT
Transats loyalty program is currently in the design phase. Based on the programs ambitions and value proposition, the practice consists of determining the strategic orientations of partnerships with a view to generating member engagement, complementing the Transat brand and the travel experience.
- In collaboration with the Alliances team and the loyalty program management committee, define value creation orientations for the program, partners and consumers;
- Monitor trends, best practices and existing partnership strategies in the airline industry, the travel world and the loyalty universe;
- Identify strategic partnership opportunities by consumer sector and according to member and program needs;
- Influence the programs roadmap for new products and components to maximize value creation for future partners.
PROSPECTING AND NEGOTIATION
The practice consists of identifying and contacting potential partners and generating interest in the program. Once an alignment of business objectives has been confirmed, an exploration of value-creation opportunities will lead to the negotiation of commercial agreements in the context of the program, based on point accumulation, point redemption, conversion, or any other appropriate model.
- Definition of prospecting path for potential targets;
- Identification and contact with prospective partners;
- Development of materials to present the programs value proposition and explore strategic synergies;
- Facilitation of co-creation meetings and governance of potential target pipeline;
- Lead negotiations, with support from relevant business units;
- With the support of the Finance Director, develop business cases and obtain program steering committee approval for implementation.
OTHER PARTNERSHIPS IMPLEMENTATION
The practice consists in mobilizing internal and external resources around the integration of the new partner and the chosen value proposition within the programs tools and platforms, channels, communications and rules.
- Work with the architecture, eCom and marketign teams to share internal integration requirements with the partner;
- Co-lead integration milestones and approvals with partner team;
- Initiate launch communication plans with dedicated teams.
PARTNERSHIPS MANAGEMENT
The practice consists of developing a consulting practice for the partner by identifying and activating opportunities to create value and achieve contractual and commercial objectives.
- Work jointly with analytical teams to map partner data and reporting needs and partnership performance management;
- Establish joint governance committees with key partners to identify and prioritize program needs and investments;
- Act as an advisory service to partners to meet their communication and promotional needs as part of achieving their business objectives through the program and its levers;
- Manage performance indicators associated with each partner.
Employment Equity
At Transat, we foster an environment where inclusiveness, respect and equity reign. We endeavour to build a workforce that reflects the diversity of our customers as well as the communities to which we travel. We encourage women, members of visible minorities, ethnic minorities, aboriginal peoples as well as people with disabilities to submit their candidacy. Transat will accommodate people with disabilities throughout the recruitment and selection process. If you require an accommodation, please contact us in order to work together in meeting adequately your needs.
