Episode 726

How Landmark Reimagined Loyalty: The Shukran Program Story (#726)

Published on: 27th November, 2025

This episode is sponsored by Phaedon.

Download their 2026 research paper on Humanizing Loyalty here now.

This episode is available in audio format on our Let's Talk Loyalty podcast and in video format on www.Loyalty.TV.

In this episode of Let's Talk Loyalty and Loyalty TV, we sit down with Aoun Raza and Emily Ong from Landmark Group’s Shukran program, one of the GCC’s most successful loyalty programs with over 14 million active members.

They also discuss Shukran’s program revamp, its impact on engagement, and strategies for building lasting loyalty.

Hosted by Lisa Brightwell.

Show Notes:

1) Aoun Raza

2) Emily Ong

3) Landmark Group

4) How to Lead in Product Management by Roman Pickler - Book recommendation

5) Never Lose A Customer Again by Joey Coleman - Book recommendation

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About the Podcast

Let's Talk Loyalty
“Let’s Talk Loyalty” is an industry podcast for loyalty marketing professionals.

If you work in loyalty marketing, join us every week to learn the latest ideas and marketing insights from loyalty specialists around the world.

Check out our website on: http://www.letstalkloyalty.com/

About your host

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Paula Thomas

Paula Thomas is the Founder and CEO of Let’s Talk Loyalty and Loyalty TV.

Paula Thomas is an award-winning podcaster who founded the “Let’s Talk Loyalty” podcast and business in 2019, and Loyalty TV in 2023.

She has over twenty-five years blue-chip marketing experience, including almost a decade leading consumer loyalty programmes in multiple sectors including telecommunications, the energy sector, banking and airline loyalty programmes.

She is from Ireland and lives in Dubai.

Paula is a former judge for the “International Loyalty Awards”, and the author of the book “Driving Loyalty in Convenience Retail”.

She holds an Executive MBA from Smurfit Business College, one of Ireland’s top universities, and is a “Certified Loyalty Marketing Professional”.

In 2025, she was chosen as the International Loyalty Industry Personality of the Year.