40 years of experience
100+ loyalty programs
partner to the world’s biggest retailers and CPGs
40 years of experience
100+ loyalty programs
partner to the world’s biggest retailers and CPGs
"The greatest danger in times of turbulence is not the turbulence; it is to act with yesterday's logic"
Peter Drucker
Every organisation is perfectly designed to deliver the results it gets. The challenge is changing the trajectory.
For over 40 years, Simon Hay has helped some of the world’s leading retailers and consumer brands harness data, analytics, and now AI to transform customer value and loyalty.
As a board advisor and chair, Simon brings the strategic discipline and governance required to translate customer centricity from aspiration to action — shaping structure, leadership, and culture to deliver sustained growth.
What we do - Strategy and transformation governance.
Data, AI & technology oversight. Board advisory & non-executive leadership
“To win in the marketplace you must first win in the workplace”
Doug Conant
Businesses succeed when people work together toward a clear purpose.
HeyHay helps boards and executive teams align culture, leadership, and data strategy — because true customer centricity only happens when people, processes, and technology pull in the same direction.
With deep experience coaching senior leaders through AI transformation and organisational change, Simon brings the human dimension to board-level decision-making.
What we do - Board culture and leadership alignment. Executive and AI-era leadership coaching. Employee engagement strategy (board oversight level)
"You give loyalty, you get it back"
Tommy Lasorda
For over 40 years, Simon Hay has helped the world’s leading retailers and brands design and deliver loyalty strategies that build customer lifetime value. From launching over 100 loyalty programs to guiding digital-first transformations, he brings deep understanding of what drives retention, advocacy, and profitable growth. We have been involved in the seismic moments of loyalty marketing.
Today, Simon works with boards and CEOs to integrate loyalty, AI, and data strategy at the heart of business growth — helping companies earn, not buy, customer commitment.
What we do - Loyalty strategy & board advisory. Benchmarking & performance insight. AI-driven personalisation roadmaps
"Growth is painful. Change is painful. But, nothing is as painful as staying stuck where you do not belong"
Jonathan Majors
Growth is the ultimate measure of success — but sustainable growth demands more than quick wins. It requires vision, governance, and the integration of data, AI, and customer centricity into every strategic decision.
Simon Hay partners with boards and CEOs to navigate this complexity — translating decades of experience in data-driven loyalty and transformation into board-level impact.
What we do - Board & Advisory Services.
Data, AI & Customer Strategy.
Leadership, Culture & Growth Alignment
Challenge - helping multiple companies with deep data and AI expertise grow commercial reach
Approach - direct connections to senior decision makers to drive sales and product-market fit, introduce and embed new partners
Impact - new contracts and partnerships, clearer strategy, successful fund raising and exits
Challenge - drive knowledge of AI opportunities and challenges in major food retailer's leadership team
Approach - teach, challenge, collaborate and build a possible future state for the business
Impact - increased understanding, moved speed and rate of AI adoption while implementing guardrails. Removed AI barriers in tech, partners and mindsets
Challenge - objective to reduce range and sku’s stocked, increase basket size, decrease cost of goods
Approach - challenge analytical methodologies, introduce customer metrics and insight
Impact - removed 5000+ skus, reduced operational costs, grew sales 3%
Challenge - after tsunami of change reframe leadership to address morale plus slow and silo’ed decision making
Approach - built new ways of working and partnered to deliver “a different and better barometer of success”
Impact - new leadership energised the organisation, moved from missing budgets to beating them
“Take care of your body, it’s the only place you have to live.”
Jim Rohn
The challenge in business, and in life, is to be at your best in the moments that matter. It is a tough ask, but your diet, activity levels and sleep determine how you feel and the energy you have for yourself and others.
Small and simple changes add up to a positive and sustainable change in your physical and mental well being.
What we do - personal health assessment, health coaching
“Good health IS good business”
Paul Drechsler
Work is complex and change will never be this slow again. Building health coaching and healthy practices into your ways of working is great for motivation, morale and results. It makes sense for people and it makes great business sense through improved productivity, lower sickness and higher energy.
What we do - individual and team health coaching, workplace assessment and planning