Lyfeguard appoints ex-Director of Digital at British Airways Jack Smith to Advisory Board

Written by Fraser Stewart
Reading time 2 minutes
Lyfeguard appoints ex-Director of Digital at British Airways Jack Smith to Advisory Board image

Smith joins our advisory board, bringing decades of e-commerce and digital strategy experience alongside six other distinguished industry advisers.

We are thrilled to announce the appointment of Jack Smith, former Director of Digital at British Airways, to our advisory board. Smith's expertise will help drive commercial growth and enhance our digital customer experience strategy.

Currently serving as the CEO of IAG Loyalty Retail, the latest digital venture from British Airways owner IAG, Smith has previously led the growth of British Airways' direct-to-consumer channels and the development of their digital experience, one of the UK's largest online operations.

With an extensive background in digital strategy, including roles at Deloitte Digital and New Look as Digital Director, Smith will help shape our consumer focus, supporting retail and travel activities.

Jack Smith, CEO of IAG Loyalty Retail and Advisory Board Member for our company, said: "Lyfeguard's founders, Fraser and Gary Stewart, have created a truly unique business that will bring immense value to people and businesses. I am delighted to be a part of our journey, helping the team revolutionise life management and end-of-life planning, enhancing its digital strategy and customer experience to provide customers with first-class services."

Smith joins our advisory board alongside six other industry veterans, including: Ronel David, Strategic Sales and DE&I Leader at FIS; Jonathan Lloyd White, CISO at Natura &Co.; Gavin Borthwick, Associate Experience Design Director at Beyond; Lee Mabey, Managing Partner at dentsu International; Lukman Abdul-karim, Principal Consultant at Agilisys; John Garden, VP Freight & Logistics at Mastercard.

Fraser Stewart, our Chief Commercial Officer, said: "We are excited to introduce our advisory board comprising of industry leaders at the top of their fields to help take our business to the next level, improving our offering for consumers and IFAs alike. With the guidance of our carefully selected seven industry veterans, we are confident in our ability to lead the go-to-market strategy and ensure seamless delivery of our services to clients. We firmly believe that everyone deserves peace of mind when it comes to managing life's essential tasks, and our advisory board's expertise will help us achieve this goal. We are excited to embark on this new journey with our partners on board and look forward to delivering exceptional services to our clients."

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