Shyam is a direct marketing professional with over 20+ years of experience in Loyalty Programs & Partnerships Management across different industries including Airlines, Hospitality, Retail/Wholesale, Education & Telecom Shyam, over the course of his career, has been instrumental in designing & launching multiple programs and products focused on customer loyalty & engagement. He has also been involved in building strategic partnerships with local and global brands with an aim to enhance the CVP and optimise revenue for the organizations he has worked for. He is currently the Director of Loyalty & Consumer Partnerships at UAE responsible for managing and developing the partner ecosystem for Smiles, the Loyalty program of UAE.