.**The Role**:**Purpose**Ensure Shell Loyalty & CRM (Customer Relationship Management) program is competitive and expanding in membership as well as achieving high level of active participation via creating compelling CVP (Customer Value Proposition) and superior customer experience with Shell. Promotions implementation and business cases.Core responsibilities include but not limited to:- Strengthen loyalty program's CVP and offerings to be the first in-class in the fuel industry- Develop and implement marketing campaigns for Loyalty program to continue expanding the membership, active participation as well as incremental sales. This includes creating promotion mechanism, communication material, investment proposal and post-campaign evaluation.- Work with agencies and marketing team on integrated retail offerings and integrated marketing communication plan Expand partnership base and manage relationship with existing partners.- Implement activities to maintain relationship and drive desired customer behavior supporting all business units (fuel, lube, convenient retail and coffee shop).- Manage the CRM activities to our contactable customer base to deliver engaging, relevant content and offers via our owned channels.- Database management enhancing data capture.- Analyze and deliver CRM reports, mapping out target audience and persona to improve business performance.- Communicating our value to all parties in delivering overall business targets.- Work with different stakeholders, internal and external, to maximize our product offering and improve business performance.- Oversee targeted retention programs that will increase loyalty and retention.- Research, analyze and recommend new strategic CRM opportunities.- Work closely with other teams in understanding the marketing strategies for any cross over campaigns.- Manage vendors to ensure loyalty program operational excellence and continuous improvement on data capturing, stock management, on-time delivery of loyalty related items, fraud management, correct and timely system set up for new promotion / partnership implementation, etc- Work with marketing and sales departments to create promotions.- Work alongside product development team to incorporate promotions after product is complete.- Send promotions through direct mail, inserts in newspapers, Internet advertisements, in-store displays, product endorsements, or other special events.- Develop and launch discounts, samples, gifts, rebates, coupons, sweepstakes, and contests.- Determine length and timing of promotions. Measure promotion effectiveness and optimize if needed.- Prepare cost estimates for promotions.**Job Requirement**You must have at least a Bachelor's degree and minimum 5 years of relevant work experience.Strong experience required in Marketing as well as Digital
