qiibee, the Swiss loyalty token protocol which helps brands around the world run their loyalty programs on the blockchain, today announced the appointment of Chris Cracchiolo as a lead advisor.

He currently serves as American Express Vice President and General Manager of Global Membership Rewards and Loyalty Benefits, where he oversees the end-to-end Membership Rewards loyalty program, including customer insights and engagement; pricing and governance; as well as partner management and new business development, to drive deeper loyalty with consumer and corporate card members around the world.

Founded in 2015, qiibee builds on strong expertise, existing partnerships, and in-depth knowledge of the loyalty sector. qiibee’s plug-and-play blockchain solution enables businesses to create their own loyalty programs on qiibee’s protocol.

Cracchiolo brings with him almost 20 years of experience in business development, strategy, and client management, having worked across the technology, healthcare, enterprise, and retail divisions of American Express since he joined the company in 2002.