Marketing & Loyalty Manager

Job Summary

The Marketing & Loyalty Manager is responsible for developing and executing integrated marketing, brand, loyalty, customer engagement, digital payments, and partnership strategies that drive profitable growth across the retail fuels and non-fuel retail business.

The role ensures all customer-facing programs are commercially effective, support customer acquisition, retention and engagement, and remain aligned with Caltex brand standards, customer experience expectations, and business objectives.

As the primary interface with the Brand Licensor on marketing, brand, loyalty, and digital customer initiatives, the role works closely with Brand representatives and internal stakeholders to strengthen brand preference, increase customer value, and deliver sustainable business growth across the Caltex and Star Mart network.

Key Accountabilities

• Marketing strategy and annual planning

• Caltex brand management and customer communications

• Loyalty, CRM, and customer engagement

• Strategic partnerships and customer value propositions

• Retail fuels and non-fuel retail marketing activation

• Digital payments and customer convenience solutions

• Customer insights and performance management

• Brand Licensor relationship management

• Marketing agency and vendor management

• Marketing governance, compliance, and budget stewardship

• Team leadership and capability development

Key Responsibilities

Strategy & Planning

• Develop and execute integrated marketing strategies aligned with business objectives, customer needs, and Brand Licensor requirements.

• Lead annual marketing planning and translate strategic priorities into executable customer acquisition, retention, engagement, and growth initiatives.

• Develop integrated plans across fuels, payments, loyalty, CRM, customer experience, digital marketing, and pricing that strengthen competitiveness and support business growth.

• Manage marketing investments and resource allocation to maximize commercial performance and return on investment.

• Evaluate market trends, competitor activities, and emerging opportunities to strengthen brand relevance and customer preference.

• Engage Brand representatives early on initiatives requiring review, alignment, or approval.

Retail Fuels & Non-Retail Fuel Marketing

• Develop and execute customer-focused marketing programs that support growth across the retail fuels and non-fuel retail businesses.

• Partner with NFR business owners and category managers to develop customer-facing marketing strategies, campaigns, promotions, and loyalty initiatives that support category growth objectives.

• Support the growth of key non-fuel retail offers, including Star Mart and Coffee Plus, through integrated marketing, customer engagement, loyalty, and promotional programs.

• Ensure all marketing activities are operationally executable and aligned with customer experience expectations and brand standards.

• Collaborate with relevant stakeholders on customer propositions and initiatives that strengthen the competitiveness of the Caltex retail network.

Loyalty, CRM & Customer Engagement

• Own the loyalty and CRM strategy to drive customer acquisition, retention, engagement, frequency, and lifetime value.

• Lead customer engagement programs, promotions, and initiatives that strengthen loyalty participation and customer advocacy.

• Drive adoption of digital customer solutions, digital payments, and customer value propositions.

• Act as business owner for loyalty and customer engagement platforms and associated vendor relationships.

• Partner with Digital Marketing Shared Services to optimize CRM programs, customer analytics, loyalty performance, customer journeys, and campaign effectiveness.

• Work with Brand representatives to align digital roadmaps and ensure compliance with relevant digital, customer, and data standards

Brand, Communications & Marketing Activation

• Strengthen Caltex brand preference, customer loyalty, and market relevance through effective marketing and communications initiatives.

• Ensure consistent and compliant application of brand standards across campaigns, customer touchpoints, retail sites, and marketing channels.

• Lead the development and execution of integrated marketing campaigns, communications, and promotional activities.

• Oversee customer-facing communications, advertising, social media activities, and brand activation programs.

• Manage relationships with creative, media, production, research, and marketing agencies.

• Serve as the primary point of contact with the Brand Licensor on brand and marketing matters.

Partnerships

• Identify and manage partnerships that enhance customer value, improve the loyalty proposition, support digital payment adoption, and drive customer acquisition and retention.

• Develop strategic alliances that strengthen the overall customer proposition and support business growth objectives.

• Ensure partnership arrangements comply with legal, competition, commercial, and Brand requirements.

• Coordinate with category owners, business development teams, and Brand representatives on partnership opportunities requiring customer-facing activation.

• Manage partnerships with regional or global implications in accordance with Brand governance requirements

Customer Insights & Performance

• Build a deep understanding of customer behavior, market trends, competitive activity, and consumer needs through internal and external sources.

• Leverage customer, loyalty, digital, retail, and market data to generate actionable business insights and support decision-making.

• Monitor and evaluate campaign effectiveness, customer engagement metrics, loyalty performance, and return on marketing investment.

• Track brand health, customer satisfaction, and market performance indicators.

• Provide regular performance reporting and recommendations to leadership and Brand representatives as required.

People Leadership & Team Engagement

• Lead, coach, and develop the Marketing team to deliver business objectives and performance outcomes.

• Ensure effective performance management through goal setting, regular feedback, coaching, and development planning.

• Build organizational capability in marketing, brand management, customer engagement, loyalty, and customer experience.

• Foster a collaborative, customer-focused, innovative, and high-performing team culture aligned with company values.

• Manage performance, conduct, and disciplinary matters in accordance with company policies and local labor requirements.

Governance, Risk & Compliance

• Ensure all marketing activities comply with company policies, Brand licensing requirements, data privacy regulations, and applicable legal standards.

• Maintain effective governance, approvals, documentation, and controls for marketing activities and expenditures.

• Manage marketing budgets and vendor performance in accordance with delegated authority limits.

• Identify and escalate marketing, customer, digital, and brand-related risks, including potential reputational risks.

• Support HSSE and operational excellence requirements relevant to marketing activities and customer programs.

Decision Making Authority

• Approve local marketing plans, campaigns, and promotional activities within delegated authority limits.

• Manage approved marketing, loyalty, CRM, and agency budgets within delegated authority limits.

• Appoint and manage marketing agencies, vendors, and service providers within delegated authority.

• Approve customer engagement, loyalty, CRM, and brand activation initiatives within delegated authority limits.

• Recommend loyalty, digital, payment, partnership, and customer growth initiatives to improve business performance.

• Recommend customer-facing activation plans supporting fuels and non-fuel retail growth objectives.

• Escalate matters requiring Brand Licensor review or approval through defined governance channels.

Qualifications

• Bachelor's degree in Marketing, Business, Communications, Commerce, or a related field.

• 10+ years of experience in marketing, commercial, retail, FMCG, consumer, or related business roles.

• Strong experience in brand management, customer insights, loyalty, CRM, digital platforms, partnerships, and customer engagement.

• Demonstrated leadership experience with a track record of leading, coaching, and developing teams.

• Strong commercial acumen with the ability to translate customer needs and market trends into business growth opportunities.

• Strategic thinker with a proven ability to develop and implement successful business and marketing strategies.

• Strong stakeholder management, relationship-building, and communication skills.

• Ability to thrive in a dynamic and evolving business environment while maintaining a strong customer focus.

• Experience in retail fuels, convenience retail, FMCG, QSR, or other consumer-facing industries.

• Experience supporting digital transformation initiatives, loyalty platforms, CRM systems, digital payments, or e-commerce programs

Working Conditions

• Leadership Commitment: Outcome-driven leadership role requiring flexibility beyond standard business hours during major campaigns, launches, business-critical initiatives, or Brand-related activities.

• Travel & Site Presence: Regular local travel required for retail site visits, customer engagements, partner meetings, agency reviews, and alignment with Brand representatives and Digital Marketing Shared Services.

• Weekend & Event Support: Occasional weekend or after-hours work may be required for brand activations, retail events, promotional launches, customer engagement activities, and executive or Brand commitments.

• Brand Representation: Acts as a senior representative of the Caltex and Star Mart business and is expected to uphold high standards of professionalism, customer focus, and brand stewardship.

• Safety & Compliance: All activities must comply with company HSSE policies, site safety requirements, Brand standards, licensing requirements, and applicable regulations.

FOR INTERNAL APPLICANTS

Eligibility

1. Internal applicants must have completed at least one (1) year of continuous service in their current role.
2. Must be an active employee with no pending resignations or movements
3. Has achieved a performance rating of Meets Expectations in the most recent performance evaluation cycle, where applicable.
4. Must not have been under a Performance Improvement Plan (PIP) in the past 12 months.
5. Must not have received a final disciplinary sanction within the twelve (12) months preceding the application.
6. Must successfully complete the prescribed recruitment and selection process for the position.
7. For this role, only local applicants are eligible.

Requirements

• Letter of intent to transfer
• Endorsement from line manager
• Approval from releasing Function head
• Approval from receiving Function head (if selected)

Please submit all your requirements by clicking Apply.

Application Due Date: November 18, 2026