Photo: Lufthansa Lufthansa Group has appointed Clemens Strauss to lead its Loyalty and Marketing activities, effective January 1, 2027.
Strauss will lead the group's loyalty strategy and further develop its Group-wide loyalty ecosystem, including the strategic direction of Miles & More. The appointment is part of an effort to bring the group's customer engagement and marketing activities closer together and create a more coordinated approach across its airlines.
His responsibilities will also include brand communications, cross-group marketing campaigns, marketing standards and the strategic management of Lufthansa Group's partnership portfolio.
One of the main priorities will be strengthening Lufthansa Group's position as the umbrella brand for its various airlines and ensuring greater consistency in customer communications across the group.
By combining Loyalty and Marketing under one leadership structure, Lufthansa Group aims to better coordinate its customer retention initiatives and develop a more integrated relationship with passengers.
Strauss joined Lufthansa Group in 2014 and has held several management positions involving marketing, customer experience and digital business models.
Among his previous roles, he served as Managing Director of Oscar Bravo GmbH, the group's digital marketing unit. Most recently, he was responsible for Customer Experience, Product and Marketing at Eurowings in Cologne.
His appointment places him at the center of Lufthansa Group's efforts to align its brands, loyalty programs and marketing strategy as the airline group continues to develop its customer offering.