Murphy’s newly created role will focus on using emerging platforms and digital technology to develop new products and services, based in Cardlytics’ European headquarters in London.

His appointment comes as both banks and brands look at opportunities brought by the forthcoming “Open Banking” directive under PSD2, particularly around customer experience. The main challenge banks are facing is how to turn the seismic regulatory shift in their favour and find innovation partners to play a more central role in their customers’ daily lives.

Previously, Murphy was the Global Digital Strategy Director at Aimia, the leading data-driven marketing and loyalty analytics company. He primarily focused on shaping Aimia’s digital strategy, including how new technology can be used for the benefit of shoppers. Murphy helped develop and shape several of Aimia's own programmes, including the Nectar loyalty scheme in the UK.

His other projects included developing Sainsbury's SmartOffers micro-location offering to shoppers and establishing Aimia’s approach to digital payments, artificial intelligence and machine learning. Prior to joining Aimia, Murphy was a Director of Interactive Marketing at Carlson Marketing, where he worked for major brands such as BT, Coca-Cola, Diageo, British Airways, Hyundai Motors and Arla Foods.

“Jed brings a brilliant blend of skills to Cardlytics. His expertise in working with cutting-edge technologies and experience in developing one of the country’s most popular loyalty schemes will be crucial in shaping and expanding Cardlytics’ offerings,” said Peter Gleason, President of International Operations at Cardlytics. “Jed has a wealth of digital knowledge, and we’re thrilled to have him on board as we approach the new Open Banking regulation.”

Jed Murphy added: “How banks adapt to providing personalised services and finding new ways to engage customers will either make or break their relationships with account holders over the coming years. Having spent the majority of my career in customer-focused innovation, working with large consumer-facing brands, I’m excited to join Cardlytics in helping the financial services industry adapt a new kind of mindset in the midst of current tech disruption.”