Kay Strauss leads combined marketing and customer loyalty division
Lufthansa Group has appointed Kay Strauss to lead its newly combined marketing and customer loyalty division as the airline group moves to align its passenger brands.
The restructuring is designed to tightly integrate the various offers across the group’s airlines, Reise vor9 reported.
Strauss will lead the strategy for Miles & More and continue developing the company-wide loyalty program, the group said. His portfolio also covers brand communication, cross-brand marketing campaigns, common operational standards, and the strategic steering of the partnership network.
A central focus of the role involves positioning Lufthansa Group as a unified master brand. Customer communication will see tighter coordination across the entire group as marketing and customer loyalty teams begin working closer together.
Leadership background in customer experience
Strauss brings extensive internal experience to the expanded portfolio, having worked for the Lufthansa Group since 2014. His previous roles include managing director of the digital marketing unit Oscar Bravo, alongside leadership positions spanning marketing, customer experience, and digital business models.
Most recently, he managed customer experience, product, and marketing operations for Eurowings based in Cologne.
What happens to Miles & More accounts and affected airlines
What happens to existing Miles & More accounts?
The Lufthansa Group’s restructuring plan focuses on the strategic alignment and development of Miles & More under unified leadership rather than altering user accounts. Members will continue managing their mileage balances and program tiers as before while the group integrates its broader marketing and loyalty infrastructure.
Which airlines are affected by the restructuring?
The changes impact the coordination of marketing and customer loyalty across the various passenger airlines within the Lufthansa Group. Strauss’s mandate specifically focuses on interlocking the distinct offerings of these carriers under a stronger master brand.