DFS names new global senior director of loyalty strategy

DFS has promoted Aurelie Grange (pictured) to its global senior director, loyalty strategy and member engagement.

Reporting to Benjamin Vuchot, chairman and chief executive of DFS, Grange looks after all markets of DFS including Macau, Hong Kong, Japan, Oceania, France, Italy, the Middle East, Midpac, US and China.

Within her new role, she is tasked with developing and implementing strategies to foster loyalty among its members, ensuring they feel valued and connected to the brand.

“We focus on enhancing member engagement through tailored journeys and offers, along with unique experiences that resonate with our global traveller community,” said Grange when MARKETING-INTERACTIVE reached out.

Grange joined DFS in 2021 as the global senior manager of member experience and clienteling. Prior to DFS, she was with Christian Dior Couture for 12 years, of which four were on the shop floor, which shaped her understanding of luxury retail and passion in customer engagement, according to Grange.

Don't miss: DFS' VP of loyalty and member experience departs

Most recently, DFS’ former vice president of loyalty and member experience Mark Sage, has departed to take on a new role in Vietnam.

In a conversation with MARKETING-INTERACTIVE, Sage said he will be taking on a new role as MASAN Group’s chief experience and membership officer.

Based in Vietnam, Sage said MASAN is a powerhouse of consumer retail in Vietnam. “I loved their ‘consumer centric’ focus and felt their depth in the local market – with 98% of Vietnamese households having at least one Masan Consumer product in their home – was a great opportunity.”

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