Cardlytics drafts in new chief to boost UK partnerships

US fintech group Cardlytics is strengthening its UK team with the appointment of a new international business development director, charged with expanding on its partnerships with Santander, Lloyds, Halifax, and Bank of Scotland to drive loyalty and engagement through tailored reward schemes.

The company, which has raised almost $200m in equity financing since 2009, launched in the UK in 2013 as a springboard to the European market. It operates a native ad platform for marketers in banks’ digital channels; Lloyds Banking Group signed up as launch client.

Susan Sutherland joins Cardlytics from Fiserv where, as EMEA digital banking director, she focused on launching a global digital banking offering to banks and building societies.

With more than 20 years’ experience leading operations and developing customer propositions at various fintech and financial institutions, including the Royal Bank of Scotland and Tesco Bank, Sutherland has been tasked with bringing insights on digital propositions, the current market, and strategic thinking to Cardlytics and its financial services partners.

In this role, Sutherland is responsible for leading the expansion of Cardlytics’ financial services business through new partnership development, including retail banks, building societies, and digital providers. She will also be contributing to the development of new product and service initiatives from the firm’s European headquarters in London.

Peter Gleason, president of Cardlytics’ international operations, said: “The way people engage with their banks is changing. As the industry, including established high street banks and innovative new entrants, embraces this evolution, Susan’s appointment comes at an important time.

“The challenge facing banks today is how to stand out amid increasing competition while driving valuable relationships with their own customers. Susan’s industry knowledge and network will be a tremendous asset as we further develop our financial services offering.”

Sutherland added: “How banks adapt to a landscape of unprecedented change across customer behaviour, industry competition, and regulation will be critical in this new decade. That’s exactly why Cardlytics’ unique customer-centric proposition intrigued me.

“Having spent most of my career in customer-focused product innovation working within FinTechs and large retail banking brands, I’m delighted to join Cardlytics to help the financial services industry adapt a new kind of customer mindset amid current disruption.”