Brand Loyalty Strategy / Behavioural CX / AI Image Generation
Mandarin Oriental engaged us to shape the brand and experience for their loyalty programme aimed at their most high-value returning guests. The brief spanned brand positioning, guest journey enhancements and digital behaviours across app and service touchpoints. The engagement expanded to include copywriting and asset creation, supporting a programme designed for a global luxury audience.
Mandarin Oriental
The numbers
Project Summary
Budget — €260K EUR
Timeline — 6 months (initial 6-week sprint + extensions)
Locations — Global programme delivered in collaboration with London & Hong Kong HQs
Deliverables — Loyalty strategy, CX journey enhancements, copy for app, web, print & email, imagery suite
My role & responsibilities
The PM Challenges
I led planning and delivery across brand, CX and content, coordinating globally distributed teams working toward a rapidly evolving brief. The programme spanned multiple departments, brand, digital, tech and property teams, each with different priorities and levels of clarity around the new loyalty model.
The initial SOW was outcome-based rather than output-based, meaning scope and requirements shifted throughout. My role was to bring structure and momentum to an expanding engagement, align internal and client teams, and ensure the strategic, experiential and digital workstreams remained connected and coherent.
Expanded scope through trusted delivery
The programme grew meaningfully beyond its initial scope as the client placed increasing trust in our process and output. Following the core brand and CX work, we were asked to develop copy for web and print assets, and create a full suite of AI-generated imagery, extending the value of the strategy across every touchpoint.
A well defined, meaningful loyalty experience for Mandarin Oriental’s most valued guests.
The outcome
Grounded in a clear brand narrative, elevated guest journeys and digital behaviours that together create a more intuitive and distinctive programme experience.
