Paula Thomas

Loyalty Consultant, Powering Rewards

Customer Loyalty Marketing

 C/O Virtuzone UAE, Office 404, Building B Souk Al Bahar, Burj Khalifa District P.O. Box 487177, Dubai, UAE

 +97150 148 6058

About Paula…

With over twenty-five years sales & marketing experience, Paula specializes in loyalty marketing consulting for blue chip clients, advising and managing consumer loyalty propositions, strategy and operations.

Originally from Ireland, she works offsite or in-house as required developing loyalty programme concepts, managing operations, negotiating partnerships, managing rewards and implementing risk management and loyalty platform solutions. She is particularly passionate about innovation and using digital solutions to drive consumer behaviour.

She excels in simplifying the loyalty customer journey and ensuring an exceptional user experience. Her strategic approach is designed to ensure her client’s programmes achieve their commercial KPI’s.

Paula’s clients have included Telefonica O2 (Priority Moments programme in Ireland), Electric Ireland's Rewards Programme, Allied Irish Bank, Avios (the currency of Aer Lingus, British Airways Executive Club and the International Airline Group), as well as The Entertainer Group (Middle East).

She is now based in Dubai, UAE, and is currently writing extensively about driving loyalty in convenience retail. Her 2018 book of articles is available free of charge to download (registration required).

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