PAULA THOMAS

With over twenty-five years experience, Paula is an MBA-qualified marketing consultant who specializes in loyalty marketing programmes and strategies for blue chip clients. She advises clients typically in large utilities who need to reduce customer churn.

She advises on consumer loyalty strategy, propositions and technology choices and oversees rewards and retention operations.

Originally from Ireland, she has over ten years Director-level experience advising on Partnerships, Rewards and Recognition Programmes, developing and delivering effective loyalty strategies for high profile brands. She has worked across many market sectors including airlines, telcos, energy, insurance and banking services.

She joined Freshstone Consulting in April 2018 to advise clients on their loyalty programme development, operations, marketing partner negotiations, risk management and specialist technology/platform solutions. Her skills include operational management of strategic loyalty partnerships and customer rewards including negotiation, risk management and procurement of relevant, cost effective and compelling propositions.

She excels in simplifying the loyalty customer journey, ensuring an exceptional user experience on digital platforms in order to optimise engagement. Her strategic approach ensures her clients’ programmes achieve their commercial KPI’s, typically to drive consumer engagement and net promoter scores and reduce customer churn.

Paula’s clients have included Telefonica O2 (Priority Moments programme), Electric Ireland Rewards Programme and Allied Irish Bank, as well as commercial partner acquisition for Avios (the currency of Aer Lingus, British Airways Executive Club and the International Airline Group).

She is now based in Dubai, UAE, and has over seven years experience in the region working with high profile loyalty programmes in the Middle East market  including:

  • The Entertainer (UAE): retained to develop an eCommerce loyalty rewards solution for this award-winning digital lifestyle platform.
  • AYM Commerce – an investment holding company specialising in breakthrough digital technologies and online business in the MENA region.

She graduated top of her year, earning a first class honours MBA from Smurfit Business College, University College Dublin – one of Ireland’s most prestigious business schools.

Recognised by peers for her contribution to loyalty programmes Paula now sits as a Judge on the global Loyalty Magazine Awards judging panel.