Chris Cracchiolo, VP of Global Membership Rewards and Loyalty Benefits at American Express, is taking on the role of Strategic Advisor to qiibee, the Swiss loyalty token protocol which helps brands run their loyalty programmes on the blockchain.

He comments: “qiibee is at the forefront of the loyalty industry revolution, bridging the gap between the blockchain industry and the loyalty sector. By enabling brands to operate their own loyalty programmes, it is making the loyalty landscape more efficient and user-friendly, enhancing the experience not just for brands, but for customers as well. The team have built something special and I am privileged to be a part of their growth.”

Bluebird and Serve

Gabriele Giancola, Co-founder and CEO of qiibee, comments: “Chris has led numerous high-performing teams responsible for managing and growing both domestic and global relationships with some of American Express’ largest and most strategic partners. In addition, he has played a critical role in bringing innovative new products to market, including Bluebird, a co-branded banking alternative solution in partnership with Walmart, and Serve, the company’s next generation payments platform. We believe his expertise will be invaluable to qiibee as we expand into different markets worldwide.”

“Setting the industry standard, American Express’ longstanding success with customers and their commitment to go the extra mile is unrivalled. Their values are closely aligned with qiibee’s, and Chris’s appointment is an important milestone for our company. His customer loyalty expertise, combined with his industry knowledge and connections, will allow him to provide indispensable customer insights, counsel, and advice as we bring our loyalty token protocol to more brands,” Giancola concludes.