Alan Diehl

About Alan Diehl

AWARD-WINNING, “BEST IN CLASS” TEAM LEADERSHIP > DEEPENING UNDERSTANDING OF CONSUMER BEHAVIOR> PROVIDING INSIGHT THAT INFORMS DECISION-MAKING> DELIVERING SOUND ANALYTICAL GUIDANCE VICE PRESIDENT OF LOYALTY BUSINESS INTELLIGENCE AT STARWOOD Starwood is one of the world’s largest hospitality companies with eleven high-end, design-led brands, employing associates in 100+ countries. Currently, I lead 3 direct and 14 indirect reports with oversight of a $2M budget. In addition, I am responsible for the administration of a $1+B Loyalty Program liability fund. When an innovative company has a vision, they need tangible data to inform and strengthen their strategies for ambitious advancement and rapid growth. I have helped Starwood make the right moves for 18 years. My Loyalty Business Intelligence team played an instrumental role in the creation of the world’s best hotel loyalty program: Starwood Preferred Guest (SPG). Utilizing advanced analytics, we implemented strategic changes, including new membership tiers, earning structures, and elite member benefits. Possessing substantial expertise in global Loyalty Programs, I have accumulated a unique and well-rounded set of skills. My experience has provided me with a 180° perspective of the strategic, operational, and financial aspects of business. In my current role since 2008, my oversight included the development and ongoing leadership of four performance-driven teams: Loyalty Business Intelligence, Liability Management, Property Compliance, and Member Account Integrity & Risk Mitigation. I provide comprehensive analytical leadership that has helped to shape and guide the Loyalty Program’s development, strategic direction, and overall health. Additionally, my data identifies customer and industry trends and detects irregular activities.

Experience

1. Vice President of Loyalty Business Intelligence

   Shrw, Llc

   Jan 2008 — Present · Stamford, CT, US

   Lead four key teams within the Starwood Preferred Guest Loyalty program:> Loyalty Business Intelligence, setting program goals, monitor program performance while continually evolving structure; and delivering analytical leadership; Define transactional / revenue budgets and KPIs at the global, divisional, regional, and property levels. Play a key role in demand generation.> Liability Management Team—formulate hotels’ reimbursement structure and estimate informed, long-range assumptions about the eventual redemption and cost of customer reward points.> Property Compliance Team—built new team and capabilities to audit and monitor hotels for compliance with the SPG reimbursement structure and shape new policies for on-property and remote audits, utilizing advanced analytics for early detection of non-compliant behavior.> Member Account Integrity & Risk Mitigation Team—assembled in 2011 with nine global associates, team provides insight into and solutions to address current fraud trends. This global security coverage team preserves the integrity of the SPG Program. Lead team’s efforts to mitigate program fraud through ongoing and continuous account monitoring, interception of anomalies, and implementing and optimizing fraud prevention strategies.

Education

• Johnson & Wales University

  Bachelor’s Degree, Hospitality Management

Skills

• Loyalty Program Liability
• Operational Modeling
• Mission Alignment
• Hotel Management
• Member Behavior Analytics
• Risk Management
• Cyber Attack Response Planning
• Hospitality Management
• Food & Beverage
• Pricing Strategy
• Brand Loyalty
• Front Office
• Organizational Restructuring
• Multimillion-Dollar P&L
• Management
• Direct Marketing
• Financial Modeling
• Directing Global Teams
• Financial Risk Mitigation
• Pre-Opening
• Demand Generation
• Revenue Analysis
• Fraud Prevention
• Building Strategic Alliances
• Change Management
• Mission-Critical Analyses
• Redemption Structures
• Hospitality
• Hotels
• Promoting Accountability
• Partner Evaluation & Benefit Mix
• Project Planning
• Yield Management
• Business Case Development
• Complex, Long-Range Forecasting
• Marketing Strategy
• Owner Economics
• Long-Term Strategy Direction
• Mergers & Acquisitions Integration
• Cross-Functional Direction