Ascenda acquires global loyalty consulting firm Loyalty Advantage

Ascenda, a global loyalty management company, announced the acquisition of loyalty consulting firm Loyalty Advantage. Mark Mullinix -- previously Managing Director at Loyalty Advantage -- has joined Ascenda as Head of Loyalty Strategy.

With the acquisition, Ascenda expands its loyalty advisory division and brings aboard Loyalty Advantage's proven expertise in rewards program development and optimization for leading brands across aviation, travel, retail and hospitality.

In his new role, Mullinix will drive the company's vision of making loyalty simple and enabling clients to successfully develop & grow premium loyalty programs around the world.

Prior to leading Loyalty Advantage, Mullinix held loyalty-centric roles at American Express in Canada, the UK, Hong Kongand Singapore.