Justine Melman: AIR MILES Expands Leadership Team to Elevate Customer Experience

Last Updated: June 24, 2023By Chintan BharwadaTags: AIR MILES, Best-in-class experience., Collectors, Cross-functional teams, customer experience, Customer-centric, Digital engagement, Justine Melman, Loyalty program, Marketing strategist, Value for Collectors

Canada’s renowned loyalty program, the AIR MILES Reward Program (AIR MILES), has significantly enhanced its senior leadership team by welcoming Justine Melman, a seasoned customer experience and marketing strategist. This strategic hiring marks an important milestone for AIR MILES as it aims to develop its best-in-class customer experience and further strengthen its position as Canada’s most recognised loyalty program.

In her new role, Justine Melman will assume responsibility for overseeing customer and digital engagement, focusing on optimizing the overall experience for AIR MILES members. Her mandate includes expanding the program’s offerings by creating innovative products and programs that cater to the diverse needs of Collectors. Moreover, she will foster collaboration among cross-functional teams within the organisation to ensure the delivery of enhanced value for Collectors and Partners alike.

Shawn Stewart, President of the AIR MILES Reward Program, emphasises the program’s commitment to empowering Collectors and explains the significance of this appointment: “As AIR MILES progresses further along in its evolution, ensuring our Collectors truly understand the role that the Program plays in their everyday lives is one of our top priorities. Justine brings unparalleled experience to our organisation. We’re confident that her proven history as a customer-centric marketer will promote the comprehension and engagement we continue to work towards.”

Justine Melman boasts an impressive track record as a senior executive, having accumulated extensive experience across various industries in both the B2B and B2C sectors. Throughout her career, she has spearheaded initiatives in brand management, omnichannel campaigns, digital experience, product marketing, content creation, social media, public relations and communications, and analytics. Her expertise has been honed through notable roles at leading national and international organisations, including eBay, Clearco, Cineplex Entertainment, Holt Renfrew, Yahoo! Canada, and the Globe and Mail.

Melman expresses her enthusiasm for her new position and comments, “I’m hugely passionate about transformation, and that’s the exciting phase that AIR MILES is currently in. Getting an opportunity to work with a beloved and iconic Canadian brand through this lens while bringing more value to our Collectors and Partners in the process is a tremendous privilege. I look forward to building on the meaningful change our team has brought to the Program in recent years.”

Adding Justine Melman to the AIR MILES senior leadership team is pivotal for the loyalty program. With her wealth of experience and expertise, she is poised to propel AIR MILES to new heights in terms of customer experience and engagement. Collectors can anticipate exciting developments as Melman and her team strive to deliver innovative products, personalized experiences, and unparalleled value. As AIR MILES continues its transformation journey, its commitment to enriching the lives of Collectors remains steadfast.

Chintan Bharwada

Chintan is the Founder and Editor of Loyalty & Customers.

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