Jonas Sylvest joins IMPACT to turn experience into a driver of growth
With 30 years of CX and loyalty expertise, Jonas Sylvest brings a bold vision to IMPACT: turning customer data into deeper connections and lasting commercial impact.
“Customer experience is everything.”
That’s the philosophy Jonas Sylvest brings as he steps into his new role as Senior Director, Loyalty, CRM, CX & Design at IMPACT Commerce.
With 30 years of experience in CX, CRM, loyalty and creative strategy across industries, Jonas joins IMPACT with a clear ambition: to strengthen how we co-create customer experiences that go beyond transactions and deliver lasting growth across markets.
He will not just be focusing on making experiences better, but more personal, more data-driven, and more commercially impactful. As customer acquisition becomes tougher and more expensive, he sees a growing need for retailers, brands, and distributors to unlock the full value of their existing customer base through smarter use of data, personalisation, and loyalty.
Jonas brings exactly the kind of energy and perspective our clients need right now. He’s got that rare mix of entrepreneurial drive, strategic depth and customer‑first thinking – and he’s not afraid to challenge the status quo. I’m super excited to have him on board to help drive the next chapter of experience‑led commerce.
DECADES OF HELPING BRANDS CONNECT WITH CUSTOMERS
Jonas has worked with brands like Pandora, IKEA, COOP, Arla, Tryg, Synoptik, CPH Airport, Lemvigh-Müller and RockWool, and has held senior executive roles at both Wunderman, Hjaltelin Stahl, and most recently Accenture Song, where he focused on commercial strategy and loyalty-led marketing transformation.
He’s designed and implemented more than 30 loyalty and experience programs across industries, channels, and markets, always with the same mindset: combining human insights and holistic business comprehension with creative imagination to create commercial impact.
“Loyalty isn’t a tool you plug in. It’s about relevance. When brands understand people’s context and connect with them emotionally, that’s when it becomes long-term. The ones who succeed are those who balance data, design, and creativity to create personal and long-lasting, brand-infused experiences. That’s what I’m here to create.” Jonas emphasises.
WHY IMPACT – AND WHY NOW?
For Jonas, it came down to potential. He saw an organisation with a strong foundation in strategy, technology, data and design, a growing portfolio of ambitious clients across industries, and a culture ready to challenge itself and the market.
Retailers, brands and distributors are facing a new reality: customer acquisition is tougher and more expensive than ever. The smart ones know the real growth potential lies in branded experiences powered by customer data, personalisation, and true loyalty.
“Customers don’t just want smart commerce platforms anymore. They want relevance, connection, and consistency. Experience is the battleground, but it’s data that fuels differentiation. IMPACT has the capabilities to lead that fight: combining strategy, omnichannel, martech, and loyalty to help clients turn insight into outcomes.”
CHALLENGER AT HEART
Jonas describes himself as a challenger at heart. Whether working with clients or colleagues, he brings a mindset of curiosity, energy, and relentless creativity, always looking for ways to do things better, smarter, and more meaningfully.
“I believe in impact through the duality of art and science. That’s how we turn insight into imagination – and imagination into business results.”
He also brings a clear view on what it means to be a true partner to clients: it’s not about pitching solutions, but understanding their business inside out, creating trustful relations, delivering value and growing together.
“I’ve never been interested in surface-level deliverables. I insist on working side by side with our clients to create something unique that sticks. Something that moves people and business,” he says.
WHERE HE’LL MAKE A DIFFERENCE
Internally, Jonas is focused on building and developing cross-functional teams that can bridge the gap between strategy and execution – especially within CX, design, loyalty, CRM, and data BI.
Externally, he’s here to help clients find new ways to grow by bringing curiosity, creativity and commercial thinking into their most critical business challenges.
“There’s something powerful about being in a place where people care deeply about doing great work, but also aren’t afraid to push for better. That’s the kind of team I want to be part of – and build,” he concludes.
Curious how experience-led growth could look for your brand?
Reach out to Jonas to start the conversation.
