Our Experienced Team

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Principal consultant and adviser - chairman of the Advisory Board.

Peter is a globally acknowledged loyalty and rewards program thought leader and a Relationship Marketing specialist.

Architect of Qantas Frequent Flyer to enable the establishment of Qantas Group Loyalty Ltd as a stand-alone, separate business entity. 

This is a global benchmark coalition loyalty and rewards program that last year contributed $490 million EBT to the Qantas Airways Group. 

This business has an EV of around $6 billion if IPO.

Peter has over 40 years major airline experience - Qantas Airways (QF) and Ansett Airlines (AN) in Australia, with

most of these in senior executive HQ leadership roles covering a diverse range of areas. 

He was CEO of travel software developer Travelogix, and founder of airline advisory and consulting firm Airological Consulting Group - providing strategic management consulting and advisory services to airlines around the world.

Key involvement with two low cost carrier (LCC) start-ups and the founder of EU low-cost airline Cobalt Air, based in Cyprus and Greece.

Co-founder of Airlogix Cargo, a new cargo airline that will operate in the East Med. 

Chairman of Singapore based OTA Zuji.com (owned by 9 Asia-Pacific airlines) and later oversaw sale to Sabre - Travelocity, USA.

  Will is an associate and member of the Advisory Board.

He is an industry leader and innovator in customer experience (CX) and loyalty.

In the 1980s, in the UK, Will developed his skills in data and customer experience, working with Lloyds Bank, Imperial Tobacco and Hutchison Telecom (Orange).

After immigrating to Australia in 1993, he led the agency team that supported Qantas Frequent Flyer to re-engineer its Frequent Flyer programs and launch its new Qantas Club.

In 1997, Will opened CX Lavender's doors, with a vision to help clients improve their customer experience.

 CX Lavender was the first CX agency of its kind, with a truly collaborative culture, specialising in: strategy, creativity, and technology.

CX Lavender has designed and built some of Australia's most effective loyalty experiences:

— Planning, designing, branding Westpac's Altitude rewards program;

— Digitally transforming Flybuys Australia's largest loyalty program;

— Designing, building, launching IKEA Family in Australia;

— Re-branding and re-launching Qantas Frequent Flyer;

— Designing, planning, building EB World in Australia and New Zealand;

— Building, launching, running GameStop's loyalty program across Europe and North America;

— Creating Altitude Black, Westpac's most successful rewards card—copied by banks the world over.

Mark is a founding associate and member of the Advisory Board.

He has 28 years of commercial experience – 22 years as a B2C loyalty, direct marketing and CX specialist in Australia and the USA.

He’s held senior leadership positions within the loyalty area of many businesses – spanning a diverse range of industries.

From 2014-2018 Mark lead the loyalty team at ANZ Bank (a global top 20 bank) responsible for their proprietary rewards programs and enterprise loyalty initiatives. 

In 2018, he joined Crown Casinos & Resorts - a large casino/gaming, luxury resorts and hotel operator - as Group GM Loyalty and Rewards.

Prior to ANZ, Mark was Head of Marketing Operations & Loyalty at Woolworths Limited – Australia and New Zealand’s largest retailer and 15th globally. Mark was responsible for all analytics & insights delivery, the enterprise data warehouse, loyalty management systems and interfaces.

Prior to that, Mark was General Manager of loyalty marketing agency Visible Results, managing in-house programs for The Body Shop, Topshop, McDonalds, Virgin, Mobil, and Exxon.

After completing his MBA at Duke University (USA), Mark joined a start-up in Silicon Valley before joining a boutique DM management consulting firm in New York where his engagements spanned digital music, media, M&A, and not-for-profit organisation fundraising. 

Zac is a founding associate and member of the Advisory Board. 

He has 23 years experience delivering transformational business strategies through brand, CRM, digital & data.

With 10 years working in agencies and another 13 client-side, he combines creativity, analytical know-how and commercial acumen to create winning customer propositions and experiences.

Zac is part of the executive leadership team at GEN, and prior to that he was Customer & Marketing Director at easyJet in the UK.

He led Marketing & Brand at Etihad Loyalty Group in the UAE. 

There he delivered continuous improvements in the marketing, digital and CRM capabilities that substantially expanded the membership base and program revenue. 

Prior to Etihad, Zac was responsible for Member Engagement at Qantas Loyalty in Australia - a recognised global leader in the industry.

During five years of YOY double-digit growth, Zac defined and launched the new Qantas Loyalty brand, as well as a number of successful sub-brands. 

He introduced end-to-end lifecycle marketing strategies to deliver sustainable growth for the Group, and led the digital, social and mobile strategies to drive better user experience across critical touchpoints.

Zac has also been Head of Group Brand for Qantas Airways and during his agency days, between 1998 and 2006, he worked with clients such as American Express, Mars, Unilever, BT and Shell.

Murray is a founding associate and member of the Advisory Board.

He has over 30 years experience leading the development and delivery of digital and technology solutions to airline and travel companies, including some of the world’s leading loyalty programs. 

He now leads Transport & Technology Consulting, based in London, focused on improvements to airlines and service providers alike through the effective development and adoption of new digital solutions.

Previous roles have included SITA (Head of Northern Europe), IBS (leading the Passenger Services, Loyalty and Travel Services business unit globally), Sabre (heading EMEA region) and Unisys (heading the Travel, Transport and Logistics business in APAC).

He has overseen numerous innovative technology projects, many of large scale. 

Loyalty systems engagements have included Eastern Miles (China Eastern), Voyager (South African), Infinite Mileage (EVA), Frequent Traveller (Eurostar), Bonus (Aeroflot), Lotus Miles (Vietnam Airlines), Asia Miles (Cathay Pacific) and Qantas Club & Frequent Flyer (Qantas).

Forging collaborative partnerships for mutual benefit has been a common theme, with companies that have included: McCann Erikson, ICLP, IBM, Bertelsmann, SITA, and TCS.

Murray has resided in Australia, UK, Europe and India, worked extensively in Asia, and with many multi-cultural stakeholder groups.

Darren is a founding associate and member of the Advisory Board.

He is a highly experienced business leader with over 26 years of success in orchestrating and delivering complex growth strategies in Loyalty & Aviation. 

Between 2014 and 2016, as the CEO of the Hala Group (encompassing all of Etihad Airline's non-airline business units), Darren led the development of Etihad Loyalty where they acquired controlling stakes in 4 airline loyalty programs. 

He successfully executed a member and revenue growth strategy – with EBITDA lifted by $100 million. 

He spent 7 years in the UAE at Etihad Airways. 

Prior to that, Darren was a senior executive at Qantas Airways holding a range of Commercial and Finance leadership positions at the Sydney HQ - including a stint in the Qantas Relationship Marketing - Loyalty Program division.

He is currently overseeing EV charging infrastructure development in Australia. 

Darren commenced his career with a strong finance and accounting background. 

He was with PwC for 10 years, including 4 years in London within Corporate Finance and involved with a number of high profile corporate restructures. 

He is a Chartered Accountant and holds a B. Ec from Macquarie University in Sydney.

Andy is an associate and member of the Advisory Board.

He began his lifelong love of aviation when he had a part-time job loading bags while still at school in Scotland.

After graduating from university, he took a summer job with Dan-Air in Aberdeen and stayed for 12 years -  working in Flight Operations & Ground Handling; later running their main hub operation at Gatwick before taking charge of their European operations. 

After a short spell at Loganair, Andy joined Virgin Atlantic for 10 years,  heading up Customer Relations, Franchises, and Alliances before taking up Country Manager positions in Greece and Hong Kong. 

He then held senior management roles at United Airlines, Qatar Airways and TransAsia Airways. 

He was with VietJet as CCO, before joining Golden Myanmar Airlines as CEO. Andy then led the AOC team that started Bassaka Airlines in Cambodia, subsequently running the airline as COO, CCO and ultimately CEO. 

He brings a unique set of airline skills having worked in operational, commercial and administrative roles; with experience in both Full Service and Low Cost Carriers. Also, start-ups, and aircraft leasing and acquisition.

Andy is highly regarded and well-connected in the airline industry and aviation circles. He has been fortunate to work and live in different countries and with many cultures, bringing an awareness of the importance of maintaining local nuances to a global industry. 

Vassilis is a co-founder and member of the Advisory Board.

He is a practicing barrister-at-law with a focus in Banking, M&As, Corporate and Commercial Law.

He is the Managing Director of law firm N.V. Panayiotou Legal, that also has a sizeable practice in criminal law.

Besides law, he emanates from a family with a background in the hospitality industry. He is on the board of family-owned So White hotel club resort located on the beach front at Ayia Napa, Cyprus.

He acts as a legal adviser for numerous hotels and retailers and handles their banking affairs, debt restructurings, corporate governance, employment law, and other matters.

Furthermore, he sits on the boards of a number of companies in Cyprus and Greece.

He represents a number of global law firms in Cyprus.

Vassilis holds a bachelor degree (L.L.B.) in Law from the University of Reading; and a Master’s degree (L.L.M.) in Corporate and Commercial Law from Queen Mary University in London.

 He has been admitted as a Barrister-at-Law (Gray’s Inn) from the Inns of Court in the United Kingdom.

He is also a member of the Cyprus Bar Association. 

Vassilis is fluent in both Greek and English.