'Consumers value their points more when times are tight,' he says. 'But we are yet to see a rise in consumers redeeming points due to the economic slowdown.'
Sheekey previously oversaw Nectar's direct marketing efforts. He led a 拢7m relaunch of the scheme last year, including a rebranding to shed its image as a discount programme and reposition it as a rewards scheme. The relaunch introduced the slogan 'You deserve it' and retitled rewards as 'treats'.
Nectar, which began as a basic rewards scheme with Sainsbury's, Barclaycard, BP and Debenhams as partners, is now the biggest such loyalty programme in the UK with 12 partners.
However, there has been significant turnover of tie-ups in recent years. In 2006, Vodafone quit the scheme, followed by Threshers, while this year founding partner Debenhams did not renew its contract.
Following his promotion to marketing director in 2006, Sheekey set about improving the brand's image and widening its target audience.
He joined Nectar in 2002 as a member of a 14-strong team under its owner, Loyalty Management Group (LMG). The team was led by AirMiles founder Sir Keith Mills, who launched the business from a small office in London's Victoria.
'It was all hands on deck and we worked it out as we went along,' says Sheekey. 'It gave me a great understanding of data-driven marketing.'
Sheekey's career began with Unilever in 1995 as a graduate marketer working on its butter and spread brands, including Flora and I Can't Believe It's Not Butter. Later, he acquired valuable start-up experience as part of the Capital One UK launch team, which debuted the card in 1998 during the dotcom boom.
In 2000 Sheekey became head of marketing at mobile technology firm Xtempus, where he adapted web content for mobiles. This year, his digital experience will undoubtedly prove valuable as he promotes Nectar's online strategy.
'We need to be prepared for more consumers going digital, whether they are doing it for ethical reasons or for ease,' says Sheekey. He cites Google as his favourite brand for its diversity and efforts in simplifying and distilling search.
Sheekey, 37, plans to adopt a number of online initiatives from Nectar's Canadian owner Aeroplan, which acquired LMG in December for a reported 拢368m. Later this year, LMG will launch Nectar Music Store, developed by Hip Digital Media, which has worked with Aeroplan on several digital ventures in Canada.
Nectar Music Store is a download service that allows cardholders to redeem points to purchase bundles of songs or albums. For example, a 30-track package will cost 5500 points. The store will be supported by an ad campaign in September starring a major recording artist, whose identity is yet to be disclosed, and the brand is also planning a tie-in with film studio Universal to give cardholders points for watching movie trailers online.
Outside of work, Sheekey's interests revolve around sport and travel. He took a ski holiday in France before beginning his graduate career, and in 2006 ran the New York marathon with his wife.
Nectar claims to have access to customer data for more than half the UK's households, making Sheekey the envy of many of his peers. 'We do a lot to protect our database and keep it up-to-date and relevant,' he says.
Another soon-to-be launched partner, likely to be a clothing retailer with an online offering, will add further insight into the habits of the nation's shoppers. The challenge will lie in using this data to persuade shoppers to collect and spend with Nectar's partner, rather than defecting to cheaper brands.
CAREER HISTORY
1995-1997: Graduate trainee, rising to process improvement manager, Van Den Bergh Foods, Unilever
1998-2000: Marketing analyst, rising to internet acquisition manager, Capital One Financial Services
2000-2001: Head of marketing, Xtempus
2001: Self-employed
2002-2006: Group account director, rising to customer marketing director, Nectar, Loyalty Management Group
2006-present: Marketing director, Nectar, Loyalty Managment Group.