What's the role

• This is an opportunity for an experienced CRM leader with a passion for loyalty, partnerships and marketing communications. You will collaborate with internal and external stakeholders to drive performance by enhancing the customer journey, growing loyalty through our digital platforms, and creating value with third-party partners. This role supports Shell’s Powering Progress strategy and our ambition to transition to a net-zero emissions business.

What you'll be doing

• Monitor market trends, competitor activity and customer data to shape the CRM & Loyalty strategy, annual calendar and budget—aligned to business objectives and integrated across Fuels, EV and Convenience Retail teams

• Lead and coach the CRM Specialist and Data Analyst to deep-dive into behaviours of Shell GO+ and Shell Recharge members, as well as B2B customers; manage customer lifecycles and translate insights into actions to improve promotional effectiveness

• Develop CRM and loyalty initiatives to deliver business value and achieve KPIs including (but not limited to) acquisition, retention, opt-in, redemption rate, transaction value and cross-sell

• Design and deliver end-to-end digital promotions—from business case and agency briefing through content development, customer communications and post-investment review

• Partner with the MarComm team to develop segment-based communication strategies across channels including MMS, in-app messaging, eDM and social media

• Identify and maximise partnership value with malls, banks and other third parties to develop exclusive loyalty offers for members

• Enhance the on-site payment journey by managing relationships with payment partners and working with IT Operations to ensure business continuity; raise change requests as needed

• Work closely with the Digital Operation Advisor, IT team and Customer Service team to continuously improve the end-to-end customer journey (online and offline)

• Support procurement and contracting by coordinating with Legal and Procurement teams

What you bring

• Bachelor’s degree in Business, Marketing or a related discipline

• Minimum 6 years of experience in CRM, partnerships and/or loyalty; marketing communications experience is a plus

• Strong numerical and analytical capability, with a proactive mindset and confident presentation skills; able to turn opportunities into deliverable services or products in ambiguous environments

• Hands-on team player with strong stakeholder management and effective communication at all levels

• Excellent spoken and written English and Cantonese; Mandarin is an advantage

• Proficient in MS Word, Excel and PowerPoint