Qantas splits strategy from execution in Loyalty marketing shake-up
Qantas is planning a major overhaul of its Loyalty marketing, splitting strategy and agency management from day-to-day campaign execution across its 18‑million-member frequent‑flyer program.
The airline told Mumbrella that the restructure will create two dedicated teams: one focused on high-level strategy and partnerships, and a new in-house “engine room” to handle campaign execution, analytics, and creative production.
The changes will place execution under a new Sydney-based Marketing Centre of Excellence with a $50 million budget and the task of centralising creative development and managing day-to-day functions—including campaigns, analytics, and operations.
Qantas Loyalty, which generated $2.863 billion in revenue for FY25 and EBIT of $556 million, is now recruiting for a leader of the Centre of Excellence, who will build the operation from the ground-up and report to the group’s chief marketing officer Petra Perry.
Qantas CMO Petra Perry
The unit will manage a “complex pipeline of 50+ concurrent projects” and guide the team through a transition from “building” to “optimising,” according to the job ad.
In a statement to Mumbrella, Perry said: “Qantas Loyalty is adopting a new Marketing Centre of Excellence to better support our growing business, which spans dozens of verticals and hundreds of program partners.
“Decoupling marketing strategy, planning, and partnerships from execution allows us to create two distinct and dedicated teams.
“One team will focus on high-level strategy and partnership management. The other, our new Centre of Excellence, will serve as an in-house engine room of specialists to efficiently manage creative production, analytics, and the high volume of campaigns delivered each month to members.”
Qantas was repeatedly asked for clarification about this and the broader structure of the marketing teams.
Currently, Qantas Loyalty lists two marketing leads on Linkedin: Sarah Harrison, head of airline loyalty, marketing and communications, and Kirsty Blackburn, head of commercial partnerships and business rewards.
The announcement follows a major Qantas leadership restructure earlier this year, which saw Andrew Glance appointed chief executive of Loyalty and Customer.
He took on part of the responsibilities previously held by chief customer and digital officer, Catriona Larritt, who departed to join Endeavour Group at the end of last year.
