KRISTINE MARIE D CEREZO
Global Loyalty Integration Lead
Los Banos,Laguna
Summary
- With over 18 years of experience in External Affairs, Customer Service, Demand and Supply Management, Retail Sales and Operations, Marketing, and Payment and Loyalty, this business partner excels in marketing, stakeholder management, negotiation, and operational competencies. She has worked in BPO and various Shell businesses, including Mobility and Trade and Supply.
- Specializing in retail sales, operations, and channel management, she has managed P&L for retail businesses and possesses extensive experience in Sales, Operations, and Retail Marketing across the Philippines. Her solution-driven mindset and market expertise were instrumental in successfully launching and managing a Digital Loyalty program and expanding digital payment options for customers
- Additionally, her marketing experience focusing on loyalty, combined with a background in mobility operations, enabled her to develop guiderails, incentive programs, and modules to support market growth aspirations.
Overview
20
20
years of professional experience
Work History
Global Loyalty Integration Lead
Shell Pilipinas Corporation
08.2022 - Current
- Provide expertise on customer loyalty, drive category integration for business transformation, future-proofing, and accelerating value realization through loyalty initiatives.
- Collaborate with CRM, local markets, global teams, and support functions to integrate and achieve core KPIs efficiently. Lead Non-Fuels business growth by implementing innovative Loyalty and CRM strategies and toolkits.
- Cultivate strategic global partnerships with NFR suppliers to enhance customer offerings.
- Develop Loyalty and CRM Modules for Category managers in collaboration with the Global NFR Team for capacity building.
- Launch initiatives like the Customer Loyalty Cup to boost market engagement and increase the Total Active Contactable base.
- Emphasize Loyalty Transaction Penetration as a PMTDR KPI in loyalty markets to drive standardization and impact core KPIs effectively.
Payment and Loyalty Manager
Pilipinas Shell Petroleum Corporation
01.2019 - 07.2022
- Provided strategic marketing input to develop data-driven payment and loyalty programs aligned with the Customer Value Proposition (CVP) and CRM strategy.
- Spearheaded the creation of a 5-year Connected Customer Experience strategy for Shell, focusing on personalized customer experiences through digital solutions.
- Oversaw the digital transformation of PH Mobility with the launch of a digital loyalty project.
- Led the integration of Payment, Loyalty, and CRM initiatives across Shell Mobility Businesses.
- Developed marketing strategies and materials for loyalty programs, monitored program performance metrics, and managed partnerships to enhance customer experiences.
- Managed day-to-day operations of Payment and Loyalty programs to ensure a seamless customer experience.
Payment and Loyalty Coordinator
Pilipinas Shell Petroleum Corporation
10.2018 - 12.2018
- Coordinated national and local payment and loyalty campaigns with stakeholders to ensure seamless execution.
- Oversaw the transition from Pepeng Pasada Club to Shell GO+ Pro, driving growth in membership and fuels volume.
- Streamlined rewards redemption process, reducing turnaround time from 30 days to 3-14 days.
- Managed daily loyalty operations, handling customer complaints, insurance claims, reimbursements, and purchase orders.
Retail Territory Manager
Pilipinas Shell Petroleum Corporation
01.2009 - 09.2018
- Managed 5 zones with almost 100 retailers in different regions in the Philippines particularly Mindanao, Luzon, and Metro Manila
- Represents Shell to retailers/dealers and manage the business performance and operations of core and wholesale retail sites in the area being managed
- Market Intelligence Reports and Trade Surveys: assess and report trends in the local Retail environment, conduct market and competitor analysis
- Responsible for developing, leading, and managing a Territory of Retailers in ensuring delivery of Shell's Customer Commitment and Sales & Operations targets
- To manage, lead and motivate the Retailers within the Territory ensuring consistent delivery of the Customer Commitment and delivery of Sales & Operations targets for the District, whilst protecting Shell's interests
- Through coaching, supporting, and Performance Management of Retailers to deliver the basics and higher performance, ensure best Retailers have best sites and that poor Retailer performance is coached to improve or replace; manage and maintain positive Retailer relationships, supporting Retailers to achieve and maintain top class site performance (including business counseling to underperforming sites)
- Proactively engage and manage Retailer relationships and liaise and provide feedback to other Retail departments (e.g., Marketing, Network, and Finance) as appropriate
- Manage and maintain territory plan through a Retailer master plan for all sites Ensuring that the Retailer trains and develops their staff and understands the importance of People in delivering the Customer Commitment and complying with Site Operations/HSSE standards, contracts, and manuals
- Relationship Management: manage Shell's relationship with Retailers and other stakeholders within the area.
Vendor- Managed Inventory Lead Analyst
ROYAL DUTCH SHELL – SHELL SHARED SERVICES
01.2006 - 04.2009
- Led a team of 7 members to optimize stock levels at Retail sites for motorist needs, ensuring efficient resource utilization.
- Prevented stockouts to enhance customer experience and reduce costs.
- Managed VMI orders to improve fleet availability and minimize left-on-boards.
- Enhanced operations by analyzing performance data for scheduling optimization.
- Transitioned dealers to a full vendor-managed inventory system in Mindanao and parts of South Luzon.
- Improved efficiency by developing a tool to eliminate stockouts and left-on-boards at sites while supporting sales team targets.
External Affairs Executive- Consultant
ROYAL DUTCH SHELL - PILIPINAS SHELL PETROLEUM CORPORATION
01.2005 - 12.2005
- Support Shell's Project on the Abandonment of Distribution Equipment and Sites on stakeholder engagement whenever a Shell Facility closes
- Responsible for making sure all internal and external meetings and events are documented
- Travels with the team and helps in the engagement of Shell Staff, Local Government Units, People living near the vicinity.
Financial Advisor- Customer Service
SYKES ASIA
06.2004 - 12.2004
- Passed 2 licensure exams required to do trading in New York Stock Exchange
- Execute trading of mutual funds as instructed by the fund owners via call
- Provide recommendation to fund owners based on daily market trending.
Education
Bachelor of Arts in Communication Arts -
University of the Philippines, Los Banos
Skills
Payment and Loyalty
undefinedReferences
Available upon request
Timeline
Global Loyalty Integration Lead
Shell Pilipinas Corporation
08.2022 - Current
Payment and Loyalty Manager
Pilipinas Shell Petroleum Corporation
01.2019 - 07.2022
Payment and Loyalty Coordinator
Pilipinas Shell Petroleum Corporation
10.2018 - 12.2018
Retail Territory Manager
Pilipinas Shell Petroleum Corporation
01.2009 - 09.2018
Vendor- Managed Inventory Lead Analyst
ROYAL DUTCH SHELL – SHELL SHARED SERVICES
01.2006 - 04.2009
External Affairs Executive- Consultant
ROYAL DUTCH SHELL - PILIPINAS SHELL PETROLEUM CORPORATION
01.2005 - 12.2005
Financial Advisor- Customer Service
SYKES ASIA
06.2004 - 12.2004
Bachelor of Arts in Communication Arts -
University of the Philippines, Los Banos
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