Proven partnership executive leader brings three decades of multi-sector expertise to help brands drive customer engagement and growth

Valuedynamx, a Collinson Company and leading provider of purchase rewards, today announced that Eileen Peacock has joined as SVP, General Manager, Valuedynamx U.S. With more than 30 years of experience spanning financial services, travel, retail and loyalty, Peacock brings deep sector expertise aligned with Valuedynamx’s strategic priorities. Eileen will lead business development and client services operations to strengthen Valuedynamx's partnerships with airlines, financial institutions, and retailers throughout the U.S. market.

As SVP, General Manager, Valuedynamx U.S., Peacock will shape and execute Valuedynamx’s U.S. market strategy, overseeing business development, commercial expansion, strategic partnerships, and client relationships across core and emerging sectors to drive sustainable growth. Her focus is on driving innovation through a connected ecosystem that links loyalty programs with leading merchants, creating measurable value for end-users and for the members and customers both parties have invested in acquiring and retaining.

"Building real customer loyalty isn't about making promises; it's about consistently demonstrating value," said Peacock. "Too many programs obscure their value and or overcomplicate the customer experience. When you are transparent with customers, clearly showing what they're earning and removing friction, you increase both trust and loyalty. I’m excited to work closely with clients and partners to integrate them into a connected ecosystem, giving brands a single strategic partner to deliver a truly end-to-end loyalty solution."

Throughout her career, Eileen has built and scaled high-impact partnerships with globally recognized banks, financial institutions, airlines, and hotel brands. She has held senior leadership roles at Capillary Technologies, Tenerity, and Synapse Group, with experience spanning globally across North America, Europe, and APAC.

"Eileen brings the kind of operational depth and partnership expertise we need to scale our U.S. presence," said Colin Evans, Founder and Chairman of Collinson and Valuedynamx. "Having spent more than four decades building global businesses, I know that growth requires both commercial rigor and a deep sense of purpose. In the U.S., we have an opportunity to bring market-leading technology and partnerships to financial services and travel brands, creating experiences that deliver real value to customers. Eileen understands what it takes to turn that vision into reality, and how to build partnerships grounded in shared purpose, agility, and mutual success. Her leadership will be instrumental as we help our partners meet the evolving expectations of today’s consumers."

For more information about Valuedynamx, visit Valuedynamx.com.

About Valuedynamx:

Valuedynamx is a leading global provider of curated, data-driven omnichannel purchase rewards. Part of Collinson, a group acknowledged for delivering the world's most valued travel ecosystem, Valuedynamx combines its expertise across payments, card-linking, affiliate marketing, earning and redemption into a single entity that delivers relevant and engaging solutions for its clients. Valuedynamx enhances customer loyalty and drives transactional engagement for some of the world’s largest airlines, banks, financial institutions and hotel groups. Valuedynamx supports over 400 million consumers, maintains 50,000 retail and travel partners and provides more than 400,000 rewards in more than 180 countries.

Collinson has more than 40 years loyalty and customer engagement experience on delivering loyalty commerce solutions. The organization has been at the forefront of loyalty innovation, continually evolving and building capability to meet the changing needs of clients and their customers.

View source version on businesswire.com: https://www.businesswire.com/news/home/20260225865082/en/

In the U.S., we have an opportunity to bring market-leading technology and partnerships to financial services and travel brands, creating experiences that deliver real value to customers.