Product Growth Lead · Payment / Loyalty · Product expansion
Card-Linked Loyalty
A new product line connecting payment networks with loyalty mechanics — built in partnership with major players in payment, loyalty, and martech to open up a broader end-user reach.
Context
Loyalty and payment have always sat next to each other and rarely worked as one product. Card-linked loyalty changes that: the moment a card is used, the customer's loyalty mechanic fires automatically — no scanning, no extra app, no checkout friction.
For anybill, the opportunity was to convert a strong retail-tech footprint into ecosystem-led growth. That meant building a product line that lived between payment networks, loyalty programs, and martech platforms, instead of competing with any of them.
The work mixed product, partnerships, and commercial strategy in equal parts. Technical decisions had to make sense to engineering teams on three sides of a deal, while the commercial model had to give every partner enough upside to ship.
What I did
- Shaped the product strategy and commercial framing for card-linked loyalty inside the anybill portfolio.
- Led discovery and partnership work with payment, loyalty, and martech players to design a model that worked for all sides.
- Defined the integration patterns and product scope needed for a credible first ecosystem partner — not a generic platform.
- Connected the new product line to existing growth motions, so it expanded reach instead of competing for it.
- Built the early commercial logic: pricing, partner economics, and the playbook to repeat the motion.
Outcome
A new ecosystem-led growth lever for anybill: a product line designed to scale through partners rather than direct sales, with a credible first wedge into the broader payment-loyalty market.
Ecosystem-led growth
What I learned
Ecosystem products are negotiated, not designed. The product brief lives in the partnership term sheet; the partnership lives in the integration spec. Treating the two as one document is what makes the work shippable.