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.