OUR TEAM

WE ARE A GLOBAL COLLECTIVE OF EXPERT ASSOCIATES

We are The Loyalty People

We are a collective of loyalty program and CRM experts with a strong global associate community who fuse strategy, implementation & delivery 

 

We curate high-impact & flexible teams for each client and project-based on bespoke requirements and timings

We work with clients as a trusted partner and extension of existing team structures

MEET OUR LEADERSHIP TEAM

Pete Howroyd

Founder & Principal

Pete has directed and grown many well-known loyalty programs across fashion, pharma, and luxury retail. Known within the industry as an expert in his field, Pete has a passion for unlocking the value of customer data.

A retailer at heart, Pete founded The Loyalty People to allow businesses to build and accelerate customer loyalty

Sheila Power

Non-Executive Director & Lead Associate

Sheila has designed and implemented loyalty & customer-centric data strategies for retailers from grocery & convenience stores, to beauty & luxury. With 20 years of experience she has worked with some of the world’s largest brands across the US, Europe, Africa and APAC.

Greg Watts

Non-Executive Director

Greg is the founder of Demand Creation Partners, a London-based growth accelerator that helps fintech and pay techs to scale. He is a regular speaker, chair and panelist at industry events, and a visiting professor at The American University in Paris. Greg was previously head of market acceleration for Visa Europe where he launched the first EU-wide card-linked offers loyalty program. 

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