Name: Mary Criniti
Title: Chief Technology Officer
Company: Qantas Loyalty
Commenced role: June 2020
Reporting line: Chief Executive Officer
Member of the executive team: Yes
Technology Function: 300 employees, with 6 direct reports
Qantas Loyalty is the data-led business that drives customer and partner loyalty for Australia’s national air carrier through its Qantas Frequent Flyer and Qantas Business Rewards programs.
As chief technology officer, Mary Criniti has been pivotal in developing and delivering all Qantas Loyalty initiatives over the past two years.
Criniti’s contributions to the customer-facing side of the business are demonstrated by her leadership in launching Classic Plus, a new flight redemption option within the Qantas Frequent Flyer Program. Classic Plus enhances the customer experience by offering members more flexibility in flight redemption choices at different price points compared to Classic Flight Rewards. This initiative not only boosts engagement by giving frequent flyers an additional option but also provides valuable insights into member behaviour through advanced data analytics, which enables further program personalisation.
The success of Classic Plus is a testament to Criniti’s ability to collaborate across teams and integrate new solutions seamlessly into existing systems without disruption. Her customer-centric approach ensures that technological innovations align with the evolving needs of Qantas Frequent Flyer members.
Empowering employees with AI
Internally, Criniti spearheaded the deployment of Gemini, a generative AI tool, within Google Workspace for all Qantas Loyalty employees. This initiative transformed the way teams collaborate, boosting productivity through AI-driven tasks like email drafting, document creation, and meeting summaries. The tool’s integration fostered real-time collaboration, knowledge sharing, and creativity, enabling employees to focus on higher-value tasks while exploring innovative solutions.
Her forward-thinking approach positioned Qantas Loyalty as one of the early adopters of generative AI technology, demonstrating her commitment to leveraging advanced tools to enhance employee performance and business operations. By implementing Gemini, she empowered employees across all business units to maximise their potential, fostering a culture of innovation and continuous improvement.
Building a high-performing team
Criniti, who was nominated for this year’s CIO50 Awards by multiple people in her team, has cultivated a work environment where every team member feels empowered, valued, and inspired to contribute their best. Her emphasis on open communication, collaboration, and transparency has garnered consistently high employee engagement scores.
Her efforts to develop the Qantas Loyalty Technology Playbook, in collaboration with 80 tech leaders over six months, highlights her dedication to role clarity, respect, and inclusiveness. This initiative, which codifies the roles and responsibilities across technology functions, has been adopted by other areas within the organisation.
Recognition and impact
Criniti’s leadership and contributions have been recognized both within Qantas Loyalty and across the broader Qantas Group. She is sought after for her ability to break down silos, foster cross-functional collaboration, and align technology with business goals. Her strategic vision and ability to connect each employee’s role to the organisation’s objectives make her an invaluable leader in driving Qantas Loyalty’s success.
David Rohan, Executive Manager, Qantas Group Data and Analytics, said Criniti continues to deliver for the Loyalty business. “We have stable operations, continuous improvement, strong coordination of the technology function across the Loyalty business units and also
coordination into Group Tech. As a people leader, Mary receives glowing feedback from her team. She also contributes more broadly for the Loyalty business as a key participant on the Loyalty leadership team and as our property/security champion.”
Title: Chief Technology Officer
Company: Qantas Loyalty
Commenced role: June 2020
Reporting line: Chief Executive Officer
Member of the executive team: Yes
Technology Function: 300 employees, with 6 direct reports
Qantas Loyalty is the data-led business that drives customer and partner loyalty for Australia’s national air carrier through its Qantas Frequent Flyer and Qantas Business Rewards programs.
As chief technology officer, Mary Criniti has been pivotal in developing and delivering all Qantas Loyalty initiatives over the past two years.
Criniti’s contributions to the customer-facing side of the business are demonstrated by her leadership in launching Classic Plus, a new flight redemption option within the Qantas Frequent Flyer Program. Classic Plus enhances the customer experience by offering members more flexibility in flight redemption choices at different price points compared to Classic Flight Rewards. This initiative not only boosts engagement by giving frequent flyers an additional option but also provides valuable insights into member behaviour through advanced data analytics, which enables further program personalisation.
The success of Classic Plus is a testament to Criniti’s ability to collaborate across teams and integrate new solutions seamlessly into existing systems without disruption. Her customer-centric approach ensures that technological innovations align with the evolving needs of Qantas Frequent Flyer members.
Empowering employees with AI
Internally, Criniti spearheaded the deployment of Gemini, a generative AI tool, within Google Workspace for all Qantas Loyalty employees. This initiative transformed the way teams collaborate, boosting productivity through AI-driven tasks like email drafting, document creation, and meeting summaries. The tool’s integration fostered real-time collaboration, knowledge sharing, and creativity, enabling employees to focus on higher-value tasks while exploring innovative solutions.
Her forward-thinking approach positioned Qantas Loyalty as one of the early adopters of generative AI technology, demonstrating her commitment to leveraging advanced tools to enhance employee performance and business operations. By implementing Gemini, she empowered employees across all business units to maximise their potential, fostering a culture of innovation and continuous improvement.
Building a high-performing team
Criniti, who was nominated for this year’s CIO50 Awards by multiple people in her team, has cultivated a work environment where every team member feels empowered, valued, and inspired to contribute their best. Her emphasis on open communication, collaboration, and transparency has garnered consistently high employee engagement scores.
Her efforts to develop the Qantas Loyalty Technology Playbook, in collaboration with 80 tech leaders over six months, highlights her dedication to role clarity, respect, and inclusiveness. This initiative, which codifies the roles and responsibilities across technology functions, has been adopted by other areas within the organisation.
Recognition and impact
Criniti’s leadership and contributions have been recognized both within Qantas Loyalty and across the broader Qantas Group. She is sought after for her ability to break down silos, foster cross-functional collaboration, and align technology with business goals. Her strategic vision and ability to connect each employee’s role to the organisation’s objectives make her an invaluable leader in driving Qantas Loyalty’s success.
David Rohan, Executive Manager, Qantas Group Data and Analytics, said Criniti continues to deliver for the Loyalty business. “We have stable operations, continuous improvement, strong coordination of the technology function across the Loyalty business units and also
coordination into Group Tech. As a people leader, Mary receives glowing feedback from her team. She also contributes more broadly for the Loyalty business as a key participant on the Loyalty leadership team and as our property/security champion.”
