Description
, Singapore
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Job Description:
Shell Mobility is the world’s largest mobility retailer with a global footprint across 80 markets, a network of 47,000 mobility locations serving 33 million customers every day and over 60,000 EV charge points. Shell Mobility’s mission is ‘Making Life’s Journeys Better’. To be the most preferred destination for customers to fuel, charge up and replenish. We win or lose by how well we serve and deliver each customer visit and transaction.
As Shell powers progress through the energy transition, Mobility is critical to helping the company deliver more value with less emissions, continuing our ambition to be no. 1 in offering integrated Mobility solutions in mobility fuels, Non Fuel Retail (NFR), and e-mobility. Achieving our ambitions will necessitate us to be Focused, Faster, Future Ready when it comes to placing customers at the heart of our business, treating every interaction as a chance to bring our purpose to life to making people’s journeys better, innovating to meet our customers’ changing expectations around convenience, product quality, digitalization and service.
What’s the role
The Loyalty and CRM Manager will lead the strategy, innovation, and performance of Shell’s GO+ loyalty and CRM program in Singapore; act as the creator of Shell GO+’s next chapter—redefining its value proposition, designing new digital and in‑station experiences, and applying design thinking to envision what loyalty should look like for the future of mobility. Ownership of the end‑to‑end CRM engine is key —data, segmentation, lifecycle journeys, experimentation, and offer economics—to deliver personalised, profitable growth across Fuels, Shell Café, and EV charging. The individual will collaborate with Digital, Data, Retail Operations, and external partners to position Shell as the most rewarding and digitally engaging everyday destination for customers.
What you’ll be doing
1) Strategy & Roadmap, continuous enhancement of Shell GO+ loyalty programme
Set the 1–3 year loyalty & CRM strategy for Mobility & Convenience Singapore: Customer value proposition, tiering/benefits, earn‑burn mechanics, and integrated Fuels-NFR-EV‑inclusive journeys.
Build an integrated executable roadmap to the grow Total Customer Value via programmes and campaigns across Fuels, NFR, and EV, prioritizing customer experience, ROI, and operational feasibility.
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 so of key KPIs to unlock incremental trips and basket size.
2) Lifecycle & Personalisation
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).
3) Campaigns design and execution, via external and internal partnerships
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.
4) Loyalty Innovation & Digital Acceleration
Champion the redesign and enhancement of Shell GO+ value propositions, ensuring they stay relevant, distinctive, and aligned with changing customer needs.
Apply design thinking to identify friction points, ideate and prototype next‑generation loyalty features, and lead Shell Mobility SG’s digital CRM acceleration—including personalisation at scale, enhanced app experience, and integrated NFR/EV user journeys—while partnering with Digital, Product, and Data teams to rapidly experiment, test, and iterate.
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.
What you bring
To succeed in this role, you will have:
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.
What we offer
You bring your skills and experience to Shell and in return you work with talented, committed people on one of the most important challenges facing our planet. You’ll have the opportunity to develop the skills you need to grow in an environment where we value honesty, integrity, and respect for one another. You’ll be able to balance your priorities as you become the best version of yourself.
Progress as a person as we work on the energy transition together.
Continuously grow the transferable skills you need to get ahead.
Work at the forefront of technology, trends, and practices.
Collaborate with experienced colleagues with unique expertise.
Achieve your balance in a values-led culture that encourages you to be the best version of yourself.
Benefit from flexible working hours, and the possibility of remote/mobile working.
Perform at your best with a competitive starting salary and annual performance related salary increase – our pay and benefits packages are considered to be among the best in the world.
Take advantage of paid parental leave, including for non-birthing parents.
Join an organisation working to become one of the most diverse and inclusive in the world. We strongly encourage applicants of all genders, ages, ethnicities, cultures, abilities, sexual orientation, and life experiences to apply.
Grow as you progress through diverse career opportunities in national and
international teams.
Gain access to a wide range of training and development programmes.
We'd like you to know that Shell has a bold goal: to become one of the world’s most diverse and inclusive companies. You can get to know more about how we're working towards that goal, click here.
We are committed to attracting a broader and more diverse pool of candidates. If this position doesn’t feel like the perfect fit for your qualifications right now, we’d still love to hear from you. Consider creating a profile in our Talent Community so we can keep you in mind for future opportunities that may align with your skills.
Shell in Singapore
Shell is an international energy company that uses advanced technologies and takes an innovative approach to help build a sustainable energy future. Here in Singapore, Shell has a long history and is one of the country’s largest foreign investors. It has businesses spanning trading and marketing of liquefied natural gas; refining, trading, marketing and shipping of oil products, lubricants and chemicals; low carbon solutions; and operating a network of service stations through retailers, as well as electric vehicles charging.
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