How Shell has bridged the gap between brand marketing and data

Sherine Yap describes herself as a new breed of marketer who is bringing the customer centricity and commerciality of her brand marketing roots into the world of data.
Starting out on agency side in Australia and Malaysia before joining British luxury car company Lotus as global brand manager, Yap held a string of global roles in marketing promotions, trade and brand marketing at Shell before becoming global head of CRM in January 2015.
“Two years ago I started as the CRM manager in Shell