Hospitality Membership

Overview

Hang is a loyalty and membership platform designed for hospitality and retail brands, combining gamification, subscriptions, personalization and online ordering into a unified customer engagement system.

I led the go-to-market strategy and launch for the integration within the Toast POS ecosystem, positioning Hang as a next-generation loyalty and membership program creating a deeper relationship with guests.

The Problem

Traditional loyalty programs are:
Transactional and low-engagement
Discount-driven with weak connections
Difficult to personalize across customer segments

Most operators lack tools to create recurring revenue and meaningful membership.

Insight

Loyalty is about sustained participation.
Customers return when brands create anticipation, identity and progression.

GTM Approach

1. Integration Narrative

Anchored the story in guest experience:

“A membership and engagement platform for hospitality brands.”

Positioned the integration as:

system for sustained guest interactions
channel for recurring revenue

2. Core Messaging

Positioned Hang around four pillars:
Membership & recurring revenue: paid and free-to-join program with flexible benefits and automated billing

Gamified engagement: mystery boxes, quests, raffles and progression mechanics designed to sustain customer participation over time

Personalization: reward distribution optimized around customer behavior and perceived value

Integrated loyalty & ordering: embedded directly into digital ordering and POS workflows

3. Launch Communications

Supported GTM launch through:
Email campaign strategy & messaging
Press announcement positioning
LinkedIn announcement
Narrative alignment across ecosystem and partner-facing channels

The communication strategy focused on positioning Hang as a membership layer for modern hospitality brands.

4. Operator Framing

Shifted operator perception from:

"loyalty management"

to:

"customer retention infrastructure"

This aligned the integration with core hospitality goals:
increasing visit frequency
strengthening customer identity and belonging
creating recurring revenue streams
improving long-term customer value

Outcome

The GTM strategy positioned Hang as a customer engagement platform with the Toast ecosystem, connecting membership and personalization into a unified hospitality system.

The launch clarified Hang's role as:
a retention and membership layer
recurring revenue driver
modern platform

Key Insight

The strongest loyalty programs create emotional momentum and connection.