Qiibee, a Swiss loyalty token protocol, has announced the addition of an American Express vice president of membership rewards as its lead advisor.

Chris Cracchiolo currently serves as vice president and general manager of Global Membership Rewards and Loyalty Benefits at American Express. Since joining the financial services company in 2002, Cracchiolo has worked across the divisions of technology, healthcare, enterprise, and retail divisions.

Now, he’s taking on the role as lead strategic advisor at Qiibee, which appears to be a fitting appointment considering his experience with membership rewards and loyalty benefits. Speaking of the news, Cracchiolo stated that “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 programs, Qiibee is making the loyalty landscape more efficient and user-friendly, enhancing the experience not just for brands, but for customers as well,” he added.

Founded in 2015 by Gabriele Giancola and Gianluca Giancola, Qiibee helps brands worldwide run their loyalty programs on the blockchain. It achieves this by building on from strong expertise, existing partnerships, and in-depth knowledge of the loyalty sector.

Gabriele Giancola, co-founder and CEO of the platform, said that Cracchiolo’s “appointment is an important milestone for our company,” adding:

“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.”

News of Qiibee’s new lead advisor comes at a time when several organisations in the space are making appointments of their own.

Yesterday, San Francisco-based crypto exchange Coinbase announced that Chris Dodds, who serves on the Board of Directors of The Charles Schwab Corporation, is joining the Coinbase Board of Directors.

According to the post, written by Brian Armstrong, the exchange’s CEO, the addition of Dodds is the platform’s efforts to expand its “financial services capabilities” as it heads into the “next chapter for the company and the cryptocurrency industry as a whole.”

Last month, blockchain startup Citizens Reserve announced it had appointed five key executives to the board of advisors of its SUKU blockchain platform.