Valuedynamx Taps Loyalty Vet Peacock for Aggressive U.S. Expansion

BOSTON – February 25, 2026 – Valuedynamx, a global provider of purchase rewards and part of the Collinson Group, has announced a major strategic push into the U.S. market with the appointment of Eileen Peacock as its new Senior Vice President and General Manager for U.S. operations. The move signals an aggressive intent to capture a larger share of the highly competitive American loyalty landscape by leveraging Peacock's three decades of industry experience.

Peacock is tasked with spearheading business development, commercial expansion, and client services, aiming to forge stronger partnerships with airlines, financial institutions, and retailers across the United States. Her appointment is a clear indicator that Valuedynamx is betting on seasoned leadership to navigate the complexities of the world's largest consumer market.

The Strategic Imperative: Cracking the U.S. Market

For Valuedynamx and its parent company, Collinson, the U.S. represents a critical frontier for growth. While Valuedynamx already boasts a formidable global footprint—supporting over 400 million consumers and 50,000 partners worldwide—a deeper penetration into the U.S. is essential for solidifying its position as a dominant force in loyalty commerce.

The appointment is framed as a cornerstone of a broader global strategy. Colin Evans, Founder and Chairman of Collinson and Valuedynamx, emphasized the strategic importance of this expansion. "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," Evans stated. He underscored Peacock's qualifications as pivotal to this mission. "Eileen brings the kind of operational depth and partnership expertise we need to scale our U.S. presence... Her leadership will be instrumental as we help our partners meet the evolving expectations of today’s consumers."

This move positions Valuedynamx to more directly challenge established U.S. loyalty solution providers like Ascenda, Epsilon, and Points.com by combining its global scale with a newly intensified, locally-led focus.

A New Vision for Loyalty: The 'Connected Ecosystem'

At the heart of the new U.S. strategy is Peacock's vision for a "connected ecosystem." This concept aims to overhaul the often fragmented and convoluted nature of traditional loyalty programs, which can leave consumers confused and unengaged.

"Building real customer loyalty isn't about making promises; it's about consistently demonstrating value," Peacock explained in the announcement. She diagnosed a common ailment in the industry: "Too many programs obscure their value and or overcomplicate the customer experience."

Her solution is to champion transparency and simplicity. "When you are transparent with customers, clearly showing what they're earning and removing friction, you increase both trust and loyalty," she said. The goal is to create a seamless network where a consumer's loyalty program—be it with an airline, bank, or hotel—is integrated with a vast network of leading merchants. This allows members to effortlessly earn rewards on their everyday spending, transforming loyalty from a siloed benefit into an integrated part of their financial lives. This approach directly addresses a growing consumer demand for tangible value and effortless engagement, moving beyond the simple "earn and burn" model of the past.

A Veteran's Playbook for a Competitive Field

Eileen Peacock is no stranger to the challenges of the loyalty sector. With a career spanning more than 30 years, she has held senior leadership roles at industry players such as Capillary Technologies, Tenerity, and Synapse Group. Her experience extends across financial services, travel, and retail—the core sectors Valuedynamx targets—and includes managing operations across North America, Europe, and the Asia-Pacific region.

This deep, multi-faceted expertise is precisely what Valuedynamx is counting on to execute its ambitious plans. The U.S. loyalty market is mature and saturated, with consumers bombarded by rewards offers. Differentiating a program requires not just innovative technology but also a nuanced understanding of partnership dynamics and consumer psychology, skills Peacock has honed throughout her career.

Her mandate is to leverage Valuedynamx's existing strengths—a global platform combining payments, card-linking, and affiliate marketing—and tailor them for the unique demands of the U.S. market. The objective is to provide partner brands with a single, end-to-end solution that drives engagement and measurable value, a compelling proposition for companies looking to simplify their loyalty strategy while enhancing its impact.

Building on an Existing Foundation

While this marks a new phase of aggressive expansion, Valuedynamx is not starting from a standstill in the United States. The company has already established a foothold through key partnerships that demonstrate its "connected ecosystem" model in action.

One notable example is its collaboration with Radisson Hotel Group. Valuedynamx powers the Radisson Rewards Shop in the U.S. and other countries, allowing loyalty members to earn points on everyday online purchases from thousands of retailers, including major brands like Saks Fifth Avenue and Sephora. This partnership effectively turns the Radisson Rewards program into a daily engagement tool, extending its value far beyond hotel stays.

Furthermore, Valuedynamx benefits immensely from the extensive network of its parent, the Collinson Group. With over four decades in the customer engagement business, Collinson has cultivated long-standing relationships with American financial and travel behemoths, including American Express, Chase, Visa, United Airlines, and Wyndham. This network provides Valuedynamx with unparalleled access and credibility as it seeks to deepen its own partnerships. Peacock's role will be to activate this latent potential, transforming existing relationships into thriving, integrated loyalty ecosystems that challenge the status quo and deliver on the promise of clear, consistent value for the American consumer.