CRM & Loyalty Manager

About the role

This position offers an experienced CRM leader the chance to shape Shell’s loyalty and partnership strategy across fuels, electric vehicle, and convenience retail channels. You will work closely with internal teams and external partners to enhance the customer journey and drive business performance.

Key responsibilities

• Monitor market trends, competitor activity and customer data to define the CRM & Loyalty strategy, annual calendar and budget.
• Lead and coach a CRM Specialist and Data Analyst to analyse member behaviours, manage customer lifecycles and translate insights into actions.
• Design and launch end‑to‑end digital promotions, from business case and agency brief to content creation, communication and post‑investment review.
• Collaborate with Marketing Communications to develop segment‑based messaging across MMS, in‑app, e‑mail and social channels.
• Identify and maximise partnership value with malls, banks and other third parties to create exclusive offers.
• Enhance the on‑site payment journey by managing payment‑partner relationships and coordinating with IT for continuity.
• Work with Digital Operations, IT and Customer Service to continuously improve the online and offline customer journey.
• Support procurement and contracting activities in partnership with Legal and Procurement teams.

Required profile

• Bachelor’s degree in Business, Marketing or a related discipline.
• Minimum 6 years of experience in CRM, partnerships and/or loyalty, with marketing communications as a plus.
• Strong numerical and analytical capability, proactive mindset and confident presentation skills.
• Hands‑on team player with excellent stakeholder management and communication at all levels.
• Fluent in spoken and written English and Cantonese; Mandarin is an advantage.

Required skills

• Proficiency in Microsoft Word
• Proficiency in Microsoft Excel
• Proficiency in Microsoft PowerPoint

What we offer

• Opportunity to work on Shell’s Powering Progress strategy and contribute to net‑zero ambitions.
• Collaborative environment with talented, committed colleagues.
• Professional development and growth in a values‑driven company.