Candice Wong
Global Loyalty Lead
Kuala Lumpur
Summary
Seasoned loyalty and partnership with cross-industry experience spanning energy, aviation, super-app (mobility), and digital platforms. Brings independent, commercially grounded judgement shaped by diverse operating environments, with proven ability to challenge status-quo and steer transformational change at scale.
Recognized for leading complex, multi-stakeholder initiatives with a high degree of autonomy, influencing at both operating and executive levels, Experience in strategic partnerships, governance-sensitive decision making, and oversight of award-winning initiatives, with a strong commitment to collaboration, disciplined execution and sustainable value creation.
Overview
14
14
years of professional experience
Work History
Global Loyalty Non-Fuels Retail & Activation Lead
Shell Malaysia Trading
11.2025 - Current
- Self-motivated, with a strong sense of personal responsibility.
- Excellent communication skills, both verbal and written.
- Proven ability to learn quickly and adapt to new situations.
- Skilled at working independently and collaboratively in a team environment.
Head of Loyalty Marketing
Shell Malaysia Trading
02.2020 - 10.2025
- Provided acting leadership and strategic oversight for multiple enterprise‑level loyalty initiatives across technology, marketing, and commercial domains during the coalition CEO’s one‑year absence, ensuring continuity, alignment, and delivery against strategic objectives.
- Pioneered the first local loyalty collaboration with an external brand, delivering high‑impact on‑ground activations that significantly increased program visibility, strengthened brand association, and created a step‑change in member engagement through an exclusive, members‑only experience.
- Led extensive cross‑functional collaboration across global and local Shell teams, agencies, and external partners to improve program efficiency, commercial performance, and operational effectiveness.
- Modernized and redefined the loyalty Customer Value Proposition (CVP) through a comprehensive, insight‑led marketing strategy that shifted customer refueling behavior, increased customer lifetime value by 20%, strengthened overall loyalty metrics, and delivered 20% growth in app‑based TAC.
- Designed and launched digital‑first customer offers that increased engagement by 4%, directly supporting sustained growth in app adoption and usage.
- Assumed additional responsibility as Global Payments Lead, supporting local teams to secure 44% incremental year‑on‑year funding from strategic banking partners through aligned commercial and partnership strategies.
- Developed and optimized a multi‑partner CRM ecosystem, delivering sustained growth and a 20% improvement in retention, while ensuring long‑term operational efficiency and scalability.
- Introduced targeted CRM mechanics for new‑member onboarding (first‑transaction journeys), resulting in a 20% uplift in retention during the critical early lifecycle stage.
- Defined a disciplined partner contracting and offer strategy that prioritized owned channels, optimized offer economics, and reduced customer over‑communication, improving consent and opt‑in rates for communications.
- Led the transformation of a 25‑year‑old fraud mitigation framework, fully digitalizing controls and processes to strengthen governance while reducing fraud‑related costs by 92%.
- Co‑led a nationwide marketing campaign, securing partner investment to lower campaign costs, extend market reach, reactivate 2% of lapsed users, and retain an additional 14% of existing customers.
Rewards & Loyalty Marketing Manager
Grab Malaysia
04.2017 - 02.2020
- Identified, onboarded, and managed high‑value loyalty partners suited to the local market, delivering compelling and relevant rewards that maximized customer lifetime value and improved overall retention.
- Designed and executed cost‑efficient marketing initiatives to achieve growth objectives, including trial‑driving contests that generated clean profits exceeding USD 5K through strategic points burn. Led the end‑to‑end launch of Aspiration Rewards (first in the region), successfully increasing member engagement and sustained usage across Grab services.
- Collaborated cross‑functionally with GrabPay and GrabFood teams to develop integrated, multi‑touch marketing plans (e.g., GrabDurian) for partner activations, optimizing the rewards ecosystem to drive increased usage and retention.
- Secured marquee brand partnerships including Starbucks (500 cups sold within hours of launch), McDonald’s, Baskin Robbins, lululemon, and Domino’s—all first‑in‑region launches—creating strong brand association at an early product stage and consistently delivering sold‑out‑on‑launch campaigns.
- Acquired and managed strategic commercial partnerships with financial institutions and retail brands, securing annual monetary investments exceeding USD 200K, significantly reducing campaign marketing costs while meeting partners’ growth and usage objectives.
Commercial Manager
Think BIG Digital (AirAsia BIG)
06.2016 - 04.2017
- Negotiated and managed strategic commercial contracts with favorable terms across partners including AirAsia, BIG Pay, Rocketmiles, Lazada, Zalora, Agoda, and Avis.
- Designed and executed ATL and BTL campaigns that balanced healthy points issuance across campaign and non‑campaign periods.
- Monitored competitor activities and market trends, translating insights into data‑driven strategic recommendations for partners.
Partnerships Manager
Lazada Malaysia (Alibaba Group)
06.2014 - 06.2016
- Acquired and managed partnerships across diverse industries including insurance, F&B, airlines, banking, and telecommunications.
- Built one of the most effective banking partnerships, maintaining consistently low CAC and achieving the lowest cost benchmarks in the region.
- Led strategic ventures into both e‑commerce and non‑e‑commerce collaborations (e.g., Colour Run, Grab, Uber, etc), strengthening penetration among younger customer segments.
- Analyzed partners performance data to optimize acquisition, reactivate dormant users, and increase usage, ensuring alignment with business objectives.
Regional Marketing Exec
AirAsia Berhad
01.2012 - 05.2014
- Designed and executed a strategic growth agenda that expanded the loyalty member base by 40 fold within two years, achieved with high capital efficiency and minimal acquisition spend.
- Led end‑to‑end development of enterprise‑level marketing strategies supporting one of the organization’s largest annual sales events, leveraging innovative points‑burn and cash‑out mechanisms to accelerate demand and conversion.
- Pioneered priority redemption as a differentiated customer value proposition, strengthening program distinctiveness and perceived member value.
- Managed and scaled strategic banking partnerships with American Express, Visa, and Mastercard, securing significant annual marketing investments and delivering a 200% uplift in bookings versus historical benchmarks.
Education
Bachelor of Business - Economics & Marketing
University of Technology of Sydney
Australia 04.2001 -
Accomplishments
· 2022 Q3 Mobility Asia SVP Award - Marketing & digital
· 2023 Business Integrity Award - BI Hero
· 2023 Q3 GM Award - Happy Loyal Customer
· 2024 Q2 GM Award - Demonstration of Cost Leadership
· 2024 Q4 Global Loyalty Q4 Outstanding Digital Customer Initiative
· 2024 H2 Shell x Havas Global Award – Business Outcome Award
· 2025 Q1 GM Award - Drive Operational Excellence and Cost Leadership
· 2025 Business Integrity Award - BI Hero
Timeline
Global Loyalty Non-Fuels Retail & Activation Lead
Shell Malaysia Trading
11.2025 - Current
Head of Loyalty Marketing
Shell Malaysia Trading
02.2020 - 10.2025
Rewards & Loyalty Marketing Manager
Grab Malaysia
04.2017 - 02.2020
Commercial Manager
Think BIG Digital (AirAsia BIG)
06.2016 - 04.2017
Partnerships Manager
Lazada Malaysia (Alibaba Group)
06.2014 - 06.2016
Regional Marketing Exec
AirAsia Berhad
01.2012 - 05.2014
Bachelor of Business - Economics & Marketing
University of Technology of Sydney
04.2001 -