Tony Piedade

Tony Piedade brings significant expertise in marketing, customer engagement, data, and loyalty to our charity.

He has held senior leadership roles with major global organisations including WorldPay, Etihad Airways, and British Airways. As a loyalty consultant, Tony advises companies worldwide on the design, creation, launch, and management of customer loyalty programmes. He also serves as Deputy Chairman of the Global Loyalty Organisation, an international association for loyalty, rewards, and customer engagement professionals.

In addition to his professional interests, Tony has a strong track record of community service. He currently serves as Vice-Chair of his local Parish Council, Chairman of a Community Land Trust and, for nearly two decades, he was an adult volunteer with the RAF Air Cadets.

An advocate for physical activity and community well-being, Tony is the founder and CEO of two running-related initiatives - JoggingBuddy.com an online platform connecting individuals to buddy up for a jog or run. Jogonagain.com a programme that supports charities, schools, community groups and organisations (in the UK and abroad) by repurposing unwanted running shoes, reducing landfill waste and promoting sustainability.