2019-2021

Shell - Retail IT

As a Programme Analyst in the Loyalty Features Programme for APAC markets, I collaborated closely with Product Owners to develop user stories and manage backlog prioritisation. I played a key role in delivering a Minimum Viable Product (MVP) that successfully digitalised the loyalty and CRM proposition for Thailand and the Philippines.

Introduction of Digital Loyalty Cards

Introduced digital loyalty cards to replace physical ones, enabling seamless customer identification and rewards tracking. Delivered features including offer redemption, customer segmentation, and CRM integration to enhance engagement and operational efficiency.

Real-time Points Awarding and Redemptions

Enabled real-time points awarding and redemption, allowing customers to instantly earn and use loyalty points across channels. This improved transaction transparency and enhanced the overall customer experience.

Reporting Dashboards

Delivered reporting dashboards that provided real-time visibility into loyalty programme performance, enabling business teams to track KPIs such as customer registrations, points activity, and offer redemption across markets.

Offer Decision Engine

Developed an AI/ML-powered offer decision engine that selects the most relevant next-best offer for each customer based on behavioural data and engagement history, driving personalisation and increasing conversion rates. Until this day the engine has issued more than 41 million digital rewards.