Cracchiolo brings with him almost 20 years of experience in business development, strategy, and client management, having worked across the technology, healthcare, enterprise, and retail divisions of American Express since joining the financial services company in 2002.

Cracchiolo currently serves as its Vice President and General Manager of Global Membership Rewards and Loyalty Benefits, where he oversees the end-to-end Membership Rewards loyalty program, including customer insights and engagement; pricing and governance; as well as partner management and new business development, to drive deeper loyalty with consumer and corporate card members around the world.

He said, “qiibee is at the forefront of the loyalty industry revolution, bridging the gap between the blockchain industry and the loyalty sector. By enabling brands to operate their own loyalty programs, qiibee is making the loyalty landscape more efficient and user-friendly, enhancing the experience not just for brands, but for customers as well. The team have built something special and I am privileged to be a part of their growth.”

Commenting on the appointment, Gabriele Giancola, Co-founder and CEO of qiibee, said, “Chris has a long and distinguished track record in business development and client management across multiple business units at American Express. He has led numerous high-performing teams responsible for managing and growing both domestic and global relationships with some of American Express’ largest and most strategic partners. In addition, he has played a critical role in bringing innovative new products to market, including Bluebird, a co-branded banking alternative solution in partnership with Walmart, and Serve, the company’s next generation payments platform. We believe his expertise will be invaluable to qiibee as we expand into different markets worldwide.”

Founded in 2015, qiibee builds on strong expertise, existing partnerships, and in-depth knowledge of the loyalty sector. qiibee’s blockchain plug-and-play solution supports businesses, giving them full flexibility to create their own loyalty programs on qiibee’s protocol.

“Setting the industry standard, American Express’ longstanding success with customers and their commitment to go the extra mile is unrivalled. Their values are closely aligned with qiibee’s, and Chris’s appointment is an important milestone for our company. His customer loyalty expertise, combined with his industry knowledge and connections, will allow him to provide indispensable customer insights, counsel, and advice as we bring our loyalty token protocol to more brands,” Giancola concluded.