FORM 4 [ ] Check this box if no longer subject to Section 16. Form 4 or Form 5 obligations may continue. See Instruction 1(b).         
UNITED STATES SECURITIES AND EXCHANGE COMMISSION
Washington, D.C. 20549

STATEMENT OF CHANGES IN BENEFICIAL OWNERSHIP OF SECURITIES
                                                                                  
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Filed pursuant to Section 16(a) of the Securities Exchange Act of 1934 or Section 30(h) of the Investment Company Act of 1940
                      

1. Name and Address of Reporting Person *

Santillan Laura
2. Issuer Name and Ticker or Trading Symbol

ALLIANCE DATA SYSTEMS CORP [ ADS ]
5. Relationship of Reporting Person(s) to Issuer (Check all applicable)

_____ Director                    _____ 10% Owner
__X__ Officer (give title below)    _____ Other (specify below)
SVP, Chief Acctg. Officer
(Last)          (First)          (Middle)

7500 DALLAS PARKWAY, SUITE 700
3. Date of Earliest Transaction (MM/DD/YYYY)

2/18/2020
(Street)

PLANO, TX 75024
(City)        (State)        (Zip)
4. If Amendment, Date Original Filed (MM/DD/YYYY)

 
6. Individual or Joint/Group Filing (Check Applicable Line)

_X _ Form filed by One Reporting Person
___ Form filed by More than One Reporting Person

Table I - Non-Derivative Securities Acquired, Disposed of, or Beneficially Owned
1.Title of Security
(Instr. 3)
2. Trans. Date 2A. Deemed Execution Date, if any 3. Trans. Code
(Instr. 8)
4. Securities Acquired (A) or Disposed of (D)
(Instr. 3, 4 and 5)
5. Amount of Securities Beneficially Owned Following Reported Transaction(s)
(Instr. 3 and 4)
6. Ownership Form: Direct (D) or Indirect (I) (Instr. 4) 7. Nature of Indirect Beneficial Ownership (Instr. 4)
Code V Amount (A) or (D) Price
Common Stock 2/18/2020  A(1)  1288 A (1)26268 D 
 
Common Stock 2/18/2020  A(2)  5149 A (2)31417 D 
 
Common Stock 2/18/2020  F(3)  242 D$100.85 28127 (4)(5)D 
 

Table II - Derivative Securities Beneficially Owned (e.g., puts, calls, warrants, options, convertible securities)
1. Title of Derivate Security
(Instr. 3)
2. Conversion or Exercise Price of Derivative Security3. Trans. Date3A. Deemed Execution Date, if any4. Trans. Code
(Instr. 8)
5. Number of Derivative Securities Acquired (A) or Disposed of (D)
(Instr. 3, 4 and 5)
6. Date Exercisable and Expiration Date7. Title and Amount of Securities Underlying Derivative Security
(Instr. 3 and 4)
8. Price of Derivative Security
(Instr. 5)
9. Number of derivative Securities Beneficially Owned Following Reported Transaction(s) (Instr. 4)10. Ownership Form of Derivative Security: Direct (D) or Indirect (I) (Instr. 4)11. Nature of Indirect Beneficial Ownership (Instr. 4)
CodeV(A)(D)Date ExercisableExpiration DateTitleAmount or Number of Shares

Explanation of Responses:
(1) The new grant is for 1,288 shares of common stock represented by time-based restricted stock units. The restrictions will lapse on 425 units on each of 2/18/21 and 2/18/22 and on 438 units on 2/18/23, subject to continued employment by the Reporting Person on the vesting dates.
(2) The new grant is for 5,149 shares of common stock represented by performance-based restricted stock units, which may be adjusted up or down at the time the performance restriction lapses. The restriction may lapse with respect to 33% of such shares on each of 2/18/21 and 2/18/22 and with respect to 34% of such shares on 2/18/23 contingent on meeting an EBT metric for 2020 and subject to continued employment by the Reporting Person on the vesting dates.
(3) Shares withheld by the Company to satisfy the Reporting Person's tax withholding obligation upon the vesting of restricted stock units.
(4) The total number of securities beneficially owned includes: (a) 20,013 unrestricted shares; (b) 400 shares held in an IRA account; (c) 190 unvested units from an award of 557 time-based restricted stock units granted 2/15/18; (d) 576 unvested units from an award of 1,692 performance-based restricted stock units granted 2/15/18; (e) 511 unvested units from an award of 762 time-based restricted stock units granted 2/15/19; (f) the new grant for 1,288 time-based restricted stock units; and (g) the new grant for 5,149 performance-based restricted stock units.
(5) The grant for 3,048 performance-based restricted stock units awarded on 2/15/19 was forfeited due to failure to meet the EBT performance metric for 2019.

Reporting Owners
Reporting Owner Name / Address
Relationships
Director10% OwnerOfficerOther
Santillan Laura
7500 DALLAS PARKWAY, SUITE 700
PLANO, TX 75024


SVP, Chief Acctg. Officer

Signatures
Cynthia L. Hageman, Attorney in Fact2/20/2020
**Signature of Reporting PersonDate

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