The Mileage Company finalises marketing team

The Mileage Company, the company that owns AirMiles, has recruited Tony Piedade to take the position head of marketing planning and prioritisation.

The Mileage Company, owned by British Airways, has just been launched to run AirMiles, BA Miles and offer loyalty scheme expertise and management to third parties.

Piedade (pictured) joins a marketing team that has effectively transferred from AirMiles to The Mileage Company and is headed by Andrea Burchett, director, relationship marketing and insight.

He has spent the past thee years as a consultant working on Mergers & Acquisitions at Daily Mail & General Trust. He has also worked with US companies such as online business directory

He is a former group commercial director for Tough Group where he focused on the TouchLocal business unit.

He joins head of customer insight and loyalty Iain Pringle, head of brand & propositions Fred Prego, head of relationship marketing Tony Cooper, head of digital sales & marketing Stephen Scott and head of corporate & customer relations Susan Barber.

Rival loyalty reward company Groupe Aeroplan, which runs the Nectar rewards programme, has just appointed Jan-Pieter Lips as managing director.


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