Lufthansa Group has appointed Clemens Strauss to lead its loyalty and marketing operations from January 1, 2027, the company said in a press release.

The new role brings together the group’s loyalty ecosystem and its corporate marketing under one leader, the company said. Lufthansa Group said the aim is to develop customer engagement and loyalty activities across the group, align them more closely, and create a more holistic approach.

Strauss will be responsible for the strategy and further development of the group-wide loyalty ecosystem, including the strategic direction of the Miles & More programme. The company said the aim is to integrate the offerings of the group’s airlines more closely.

He will also oversee Lufthansa Group’s brand communications, cross-group marketing campaigns and standards, and the strategic management of its partnership portfolio. A key focus will be positioning Lufthansa Group as the umbrella brand and ensuring consistent coordination of customer communications across the group, the release said.

Strauss joined Lufthansa Group in 2014, according to the company. It said he has leadership experience in marketing, customer experience, and digital business models. He was previously Managing Director of Oscar Bravo GmbH, the group’s digital marketing unit. Most recently he was responsible for customer experience, product, and marketing at Eurowings in Cologne.

The release did not say who previously held responsibility for these areas, whether the role carries a seat on a management board, or who will take over Strauss’s duties at Eurowings.

Source: PR