About the role

AI summarised

The Loyalty and CRM Manager will own Shell’s GO+ loyalty and CRM program in Singapore, driving strategy, innovation, and performance across fuels, non-fuel retail, and EV charging. Responsibilities span roadmap creation, lifecycle marketing, campaign execution, and digital loyalty innovation, while requirements include 6–8+ years of B2C CRM experience, proven commercial impact, and strong cross-functional leadership.

EnergyOnsite

Key Responsibilities

Own and manage the Loyalty budget, measuring performance regularly to determine success and ROI of campaigns according to key KPIs
Champion test-and-learn and personalisation at scale, ensuring regular performance measurement of key KPIs to unlock incremental trips and basket size
Own lifecycle programs that grow the loyalty base of Total Active Contactable customer base, whilst driving premium fuels and NFR/EV related penetration – via onboarding, activation, frequency build, dormancy win-back, churn prevention campaigns
Design audience segmentation (value, intent, behavioural), manage A/B and multi-variate testing, and deploy next-best-offer logic with data science
Integrate NFR and EV use cases (charging behaviours, dwell-time offers, cross-sell to NFR)
Plan and deliver always-on and burst CRM campaigns across app, email, push, SMS, on-site, and in-station, ensuring operational excellence on ground
Co-create partner campaigns to acquire members and boost TCV, ensuring partner economics and data-sharing guardrails
Ensure timely delivery of campaigns to increase frequency of trips, basket size and active customers
Champion the redesign and enhancement of Shell GO+ value propositions, ensuring they stay relevant, distinctive, and aligned with changing customer needs
Envision and deliver innovative digital loyalty capabilities (gamification, micro-rewards, dynamic offers, tier innovation) that increase frequency and lifetime value, while ensuring PDPA/GDPR compliance, data minimisation, brand safety, and a culture of customer centricity, safety, and disciplined data use

Requirements

6–8+ years of B2C Marketing experience, ideally with a background in Loyalty and CRM, and a proven track record in delivering personalised lifecycle programs with measurable commercial uplift
Demonstrated ability to lead digital transformation initiatives across CRM, MarTech, or customer experience functions to drive customer value, business impact, and scalable commercial results
Strong external partnership leadership—able to shape win-win commercial outcomes—and strong cross-functional influence to align diverse teams around a shared vision
Beneficial experience in fuel retail, EV ecosystems, or payments/loyalty partnerships, supported by solid data-privacy proficiency (PDPA/GDPR) and strong brand governance
Customer-obsessed and data-driven leader who grounds creativity in user insight and behavioural data; commercially sharp, a clear communicator, highly collaborative, and able to build strong followership