Marta Castander Gotor

Chief Operations Manager

Her main competences are:
  • Strategy in design and implementation in loyalty programs.

  • Management of international and multidisciplinary projects Management of databases, CRM, market studies, call centers.

  • Strategic Marketing.

  • Team development and management.

  • Management of the internal and external customer experience.

  • Definition of product.

  • Customer development and retention.

  • Skills: results orientation with a customer focus (both internal and external), leadership, empathy, teamwork, perseverance, involvement and enthusiasm. Conflict resolution, active listening, communication and interpersonal relationships.

With more than 20 years of experience in the tourism industry, She has always worked in the world of marketing (specialized in international loyalty programs in the B2C and B2B environment (Avios, Iberia Plus, Company, Punto)). Accustomed to working in complex multinational environments and with large multidisciplinary teams always focused on the loyalty of tourism companies, mainly airlines (traditional and / or “low cost” airlines).

In recent years, She has focused on the world of consulting in the tourism field.

She has worked for: Finnova as a senior external Consultant, leading customer loyalty projects with a marketing and loyalty approach for startups operating in the travel industry and a panelist in several accelerathon and sustainability projects “Waste2Energy, Cilifo”.

Likewise, She participated in the official consulting contest to support the strategic marketing plan 2021-2024 called by Turespaña, achieving a commendable fourth place.

For AVIOS Group Ltd -, currently IAG Loyalty within the IAG group, based in Madrid as Head of Air Product (Iberia Group). Directing and managing all aspects related to the commercial activity of Avios and Grupo Iberia and IAG (Iberia, Iberia Express, Air Nostrum, Level and Vueling) to strengthen and develop the Avios currency within the Iberia Plus and Vueling Club program. Marta participated in the implementation of the Avios currency in the Vueling loyalty program (currently the Vueling Club Point) and supported the process of launching the “spin off” of Iberia Plus and the integration into AGL / IAG Group.

For IBERIA  Spanish Airlines, where She held various positions always linked to the loyalty area as head of the Iberia Plus product and its business development. She also implemented the Avios coin (British Airways-Iberia merger) and a new customer proposal.  She participated in the launch of “ancillaries” as a new source of income within the Iberia Plus program.

Marta also has a very versatile profile, having also been responsible for the logistics and operational part of both Iberia loyalty programs (Iberia Plus and Iberia Plus Company (currently OnBusiness). Having experience in call center management, optimization of procedures , migration to functionalities in the web environment, digitization and initiatives to generate income and reduce costs.

Some of the projects for which She was responsible in Iberia were the definition, development and implementation of the Iberia Plus company Program (SME loyalty), Launch of the Iberia co-branded card (Iberia Cards, currently Sendo Iberia card) and incorporation of the Iberia Plus program at oneworld.

Marta has extensive experience in managing and developing agreements with partners (credit cards (American Express, Banco Popular, BBVA, Bankia), airlines (Iberia Group, IAG, oneworld and car rentals Hertz, National Atesa, Avis, Europcar).

She has also served on various committees such as: Air Miles Spain Strategic Plan, Iberia Cards Commercial Committee, oneworld payment methods working groups and loyalty / fraud programs, always as Iberia representative.

Marta is a person committed to society and currently collaborates as a volunteer with two NGOs (Juan XXIII Rocalli Foundation and Grupo Envera) carrying out different activities.

Marta Castander has attended courses on digital skills, machine learning and project management with agile methodology and lean approaches. She has also taken specialized courses on customer loyalty and marketing (IE, iiR Spain, ESIC) and has participated as a speaker in the loyalty chair at IE Business School in Madrid.

Likewise, She has completed the Executive MBA of Management in Tourism Companies at the IE Business School in Madrid

She has a CC degree in  Economics and Business Administration from the U. Complutense of  Madrid with a specialty in Marketing and Diploma of Professionalization and Modernization of the Tourism Sector, from the Official School of Tourism of Madrid.

She also has commercial training and EU regulation by the London Chamber of Commerce (EEAC & CLAC) – Guildford Technical. College (Surrey) UK.