German flag carrier Lufthansa has appointed former Roland Berger Management Consultant Roland Adrian as its new Managing Director of Miles & More. Adrian joins the airline from loyalty programme Payback where he acted as Vice President, and will take on his new role on 1 January.
At Lufthansa, Roland Adrian will take on the role as Managing Director of Miles & More*, as of the first of January 2015. In this role the will be responsible for the partner management of Marketing & Sales and lead the global activities and competences of the Miles & More bonus business and programme operations. Adrian will succeed Joachim Steinbach and work alongside Harald Deprosse, Managing Director for the Award Programme, Finance & Operations. In addition to his role as Managing Director of Miles & More, Adrian will also act as spokesman for the Executive Board.
Adrian brings more than twelve years of experience of working in the loyalty business, most recently as Vice President New Market Development at loyalty programme Payback, and prior to this, as Vice President CAP Happy Digits at Deutsche Telekom.
* Miles & More has been established in 1993 and has since grown to Europe’s leading frequent flyer programme, with more than 28 million members.