Sheralyn Yap has left her role as StarHub’s head of digital loyalty marketing and partnership after close to 22 years and is currently taking a break. In a LinkedIn post, Yap said she is thankful to have met so many wonderful people and without them, she would never have been able to accomplish this much as a team. Some of her accomplishments with StarHub include the transformation of four loyalty programmes and multiple partnerships with AirAsia, OCBC Bank, ShopBack, Shopee, NTUC Link, Resorts World Sentosa, Grab, and DBS Bank, among others.
Yap began her career with StarHub in 1999 as a marketing executive and rose up the ranks to helm roles including assistant marketing manager, assistant CRM and loyalty marketing manager, and most recently head of digital loyalty marketing and partnership. “I would like to thank StarHub for giving me numerous opportunities that have allowed me to bring loyalty work to a high,” she told MARKETING-INTERACTIVE.
As a result of its Hello Change strategy which the telco pushed out in 2018, Yap said the team had to rethink its loyalty moving forward to ensure it is in line with digital and consumer trends to create value and relevance for consumers. “As a team, we weathered through all the ups and downs together and it has been a privilege working alongside and leading my team. They will always hold a special place in my heart,” she added.
In her latest role, Yap oversaw loyalty branding, marketing communications and customer…