The Irish Loyalty Awards have brought together a broad spectrum of independent experts, who either specialize in a field or who have experience and insight into different aspects of the loyalty industry.

Each judge is selected due to their achievements within the business and the loyalty industry. Their varied backgrounds allow them to critique each category of the Irish Loyalty awards. The judging process is entirely independent of the management of the awards and to ensure that the highest standards of integrity are maintained, each judge must sign a code of conduct outlining the overall judging guidelines and standards.

The objective judging panel will follow a detailed adjudication process which involves the evaluation of each entry against specific KPIs. Shortlisted finalists for each category will be announced and published in the Sunday Business Post.

Following a long day of deliberation, the judges will select the overall winners who will be announced at the Gala awards ceremony on the 28th April 2022 at Kilkea Castle, Co Kildare.


Andrea Burchett

International Development Director of Virgin Red

Andrea Burchett has provided executive leadership in the airline, e-commerce and loyalty sectors for the past 24 year in complex, uncertain, high paced, multi-stakeholder environments.

She was the co-founder of Avios following the merger of the British Airways, Iberia and Airlines loyalty programs and led the growth and market entry strategies to transform the ubiquity of the currency for customers.

In 2017, Andrea has been the chief architect and founder ‘.air’ a unique, integrated platform which enables airlines to provide a seamless inflight customer experience.

Andrea recently completed an Executive Leadership programme at Chicago Booth University.

John Hurley

Proposition & Engagement Consultant

John is an experienced transformation leader who has enjoyed a dynamic career in senior roles in customer experience, digital marketing, brand innovation, and B2B | Partnership development. John has worked global brands and people in diverse business cultures in Europe and North America. His cross-industry experience includes Airlines, Entertainment, Telecommunications, Payment technology, growth companies, and public sector. He is now working at the center of the digital marketing skills transformation revolution. He is passionate about demystifying brand-led customer experience management, driving innovation, and unlocking value creation (B2B and B2C) driving measurable business outcomes.

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Fintan Connolly

Chief Revenue Officer, Motisha

Fintan is the Chief Revenue Officer at Motisha ,the award-winning engagement technology provider that empowers organisations across the world by engaging One Employee, One Partner and One Customer at a time. In this role, Fintan leads Motisha’s global sales expansion, identifying key strategic partnership opportunities & scaling customer success teams across the US & Europe. Fintan has a wealth of experience building successfull organisations and leading global incentive & recognition companies.

Prior to joining Motisha Fintan spent over six years leading the global partnership initiatives at Workhuman where he worked with some of the world’s most admired companies such as GE, Linkedin, Proctor & Gamble and Merck to name but a few.

In addition to his duties at Motisha, Fintan has been part of the board of IMA (Incentive Marketign Association ) USA & Europe for over 5 years and currently is the the Vice President of IMA USA. The Incentive Marketing Association advocates for and promotes the use of incentives and recognition to improve business performance.

Tina Moore

Tina Moore

VP, Head of US Partnerships Ascenda

Tina spent the last 10 years in NYC managing loyalty programs for with top-tier banks and disruptive fintechs. Notably, leading loyalty partnerships across retail, travel & dining for American Express’ Membership Rewards program, as well as loyalty propositions across their flagship Platinum & Centurion Card products.

After leaving AMEX Tina built the innovative Bilt Rewards program – the first loyalty program and credit card (in partnership with Wells Fargo &Mastercard), where members could earn points on rent. Launching strategic partnerships with American Airlines, United, Hyatt, Emirates, Amazon & Expedia, among others, Tina built a robust redemption ecosystem including the ability for members to pay their rent with points or to redeem them towards a mortgage down payment for the first time.

As VP, Head of US partnerships at Ascenda, Tina now works with top-tier US issuers & Fintechs such as CapitalOne &; Brex to build best-in-class loyalty programs under pinned by digitally native, intuitive and easy-to-deploy rewards infrastructure that enables brands to grow revenue and deepen customer engagement across the entire financial relationship.

Finbarr Malone Headshot Casual

Finbar Malone

Sales Director Arcovo Hotel Loyalty

Finbarr Malone has been involved in the loyalty industry in Ireland since 2009. His company Arcovo Loyalty Systems trades under the Arcovo Hotel Loyalty and Customer Connect brands, providing white-label loyalty systems to hotels and hotel groups, restaurants and retail in Ireland, UK and further afield. White-label loyalty software allows SME’s and larger businesses to access the benefits of loyalty without having to invest heavily in product development.

Prior to his career in loyalty, Finbarr has held senior management roles in some of Ireland’s leading hotels and it was while studying for an M.Sc. in Hospitality that he first founded Arcovo.

A strong proponent of loyalty for SME’s and its importance in building community and growing your audience, Finbarr is also a Certified Loyalty Marketing Professional with the Loyalty Academy.

William Sparkes

William Sparkes –ACII Chartered Insurer – is currently the Loyalty, Public Relations and Sponsorship Manager in AXA Insurance Ireland. William has over 30 years’ experience in the financial services industry and has held a wide range of management positions. Specialties include, loyalty programmes, customer relationship management, business development, retention strategies, public relations, product development, innovation, channel management (direct and intermediary), customer acquisition and client management.

William created and implemented AXA Ireland’s award winning customer loyalty programme AXA Plus. In addition to managing AXA Plus his current responsibilities include, innovation, product development, public relations, social media and brand reputation.

William is a member of the Chartered Insurance Institute, Marketing Institute of Ireland and the Sales Institute of Ireland.