PRODUCT STUDY / Launched
Group-Wide F&B Loyalty Platform
Consolidating siloed CRM systems into one loyalty ecosystem
LoyaltyCRMCustomer DataF&B
Consolidated
CRM systems
RealizedCross-brand
Customer view
RealizedMigrated
Legacy platforms
RealizedThe overview
A group-wide loyalty platform unifying members, points, rewards, and redemption across multiple food & beverage brands, replacing fragmented legacy systems.
The challenge
Multiple siloed CRM systems prevented cross-brand customer visibility and consistent loyalty operations.
My role
Product lead — consolidation strategy and migration.
- Defined the unified data and loyalty model across brands.
- Led migration from legacy platforms.
- Enabled cross-brand customer visibility.
The solution
- Consolidated members, points, rewards, and redemption data.
- Unified loyalty operations across multiple brands.
- Migrated from legacy CRM platforms.
Capabilities
Loyalty strategyCRM consolidationData migrationCustomer data
Technology
CRMLoyalty engineData migrationAPIs
Selected work is presented at a high level to respect confidentiality and commercial sensitivity. Brand and product names are generalized, and projected outcomes are labeled as estimates.