Emma Collins is a loyalty and marketing leader with a proven track record in driving customer engagement and commercial growth across verticals including insurance, banking, energy, and retail. More recently, Emma was the architect behind Poundland Perks, an award-winning loyalty programme with over two million app downloads and in excess of 1M monthly active users.

She’s a sought-after speaker at a number of events where she shares her insights on mobile-first strategy, AI in loyalty, and the human side of digital transformation.

In our conversation we explore what made Poundland Perks so successful, the role of emotional engagement across generations, and how testing, learning, and adapting were crucial in meeting the unique challenges of the discount retail space.