Shaja Foster-Ho

· Led strategy and execution of 360° personalisation framework including RFM segmentation and NBA across 12 markets (APAC + EU).

· Delivered scalable 1:1 campaign capabilities across email, push, and app, supporting local execution and reusability.

· Upskilled internal service teams, reducing vendor reliance by 395+ hours and reinvesting into innovation.

· Launched highest volume of campaigns, features and reports in less than 1 year – exceeding the prior 8 years of delivery.

· Recognised monthly for contribution, awarded Team Member of the Month (APAC) in Feb 2024.

· Featured in filmed internal-government-vendor project showcasing pathway from data role to leadership

• Launched loyalty programs for a major bank, RACQ, Gallagher Insurance (IMAR) and B2B clients, supporting custom journeys and reward systems.
• Developed and led the award-winning Childcare Saver app and introduced the Team Saver program for G8 Education.
• Delivered loyalty solutions using a blend of SaaS platform, proposition design, and ongoing campaign marketing services.
• Retained key enterprise clients and drove 14% additional revenue via expanded service scope including lifecycle strategy, campaign ops and activations.
• Built and scaled a Client Success team, including headcount growth, capability uplift, and workflow development.
• Managed end-to-end relationships from C-suite to technical specialists and supplier integrations.

• Built campaign operations and workflow systems from scratch, lifting the team from startup to scaled execution.
• Oversaw customer segmentation, test-and-learn strategy, and content rollout for high-performing campaigns.
• Contributed 70% of annual revenue through key sales events, including Black Friday and strategic product launches.

• Cleared a backlog of 7,000+ service tickets and scaled an offshore support model to maintain quality and responsiveness.
• Managed marketing across CRM, traditional, and local channels for riders and restaurants.
• Delivered a test-and-learn program for rider incentives, improving behavioural engagement nationally.
• Led national COVID compliance, managing documentation, state-level rules, and support materials.
• Processed over 6,000+ PPE claims, optimising workflows for scale and speed.
• Developed and launched a national safety campaign in collaboration with state government bodies and regulators.
• Supported service region expansion by optimising recruitment and onboarding flows.
• Provided data and statements for PR and Senate inquiries.
• Focused on improving NPS and CSAT through customer-first process redesign.
• Led a cross-functional team of 16 spanning marketing, support, and ops.

• Launched the My 7-Eleven app and 7th Visit Reward program, increasing transactions by 40% and digital revenue by 50%.
• Grew digital membership by 200%, supported by a mix of owned and social channels (TikTok and Snapchat included as contributing drivers).
• Created a supplier brand marketing suite, unlocking a new commercial revenue stream via campaign and data monetisation.
• Developed a loyalty adoption framework, lifecycle planner, and CRM campaign matrix for ongoing comms and promotions.
• Formed a dedicated store and customer support squad to assist with in-store loyalty adoption during launch.
• Integrated Velocity coalition loyalty into app strategy with an end-to-end campaign playbook.
• Developed attribution reporting using owned data to track impact of lifecycle programs.
• Aligned activities to business case KPIs, driving cross-functional collaboration.
• Secured partner funding for new feature development and promotion.

• Delivered loyalty solution and strategic roadmap with minimal spend, gaining 1.9M members.
• Launched coalition initiatives and led integrations with Qantas Frequent Flyer and Bupa integration
• Groowing loyalty revenue share from 10% to 33%.
• Designed shopper insights hub and monetised data with suppliers.

• Owned CRM strategy across 4 brands and 7 databases.
• Implemented Salesforce Marketing Cloud; introduced lifecycle automation and cross-channel orchestration.
• Led team of 5 and integrated CRM with digital, UX and product development teams.
• Relaunched loyalty program with tighter redemption rules and improved commercials

• Delivered platform and program rollouts across EDM, POS, loyalty and acquisition channels.
• Built automated segmentation models (RFM, persona), campaign playbooks, and reporting dashboards.
• Selected for international leadership program and interdepartmental product squads
• Transitioned reporting platforms; creating new revenue stream with commercialised shopper insights reports
• Championed shopper segmentation; created acquisition and loyalty KPIs
• Transitioned reporting platforms; led creation of commercialised reports
• Championed shopper segmentation; created acquisition and loyalty KPIs.