Retail brand Metro focuses on loyalty and digital transformation with new senior hire

Department chain Metro Singapore has named Henry Christian (pictured) as its news head of loyalty and customer digital transformation. 

In a LinkedIn post, Christian stated that he had wrapped up his first week with the company, thanking Erwin Wuysang-Oei, chief operating officer at Metro, for bringing him on board.

"Metro is a beloved brand in Singapore. It’s been around longer than the country itself! But as the world evolves, so do we, rising to meet new customer expectations," Christian said, adding that he has been brainstorming with Wuysang-Oei on a "bold vision". 

Prior to his return to Singapore, Chrisitian worked as a principal and advisor at HC Loyalty Advisory in Germany. In his role, he collaborated with companies seeking to establish sustainable customer relationships through loyalty, analytics, and data monetization. His typical advisory and consulting clients included early-stage founders, loyalty tech Software as a Service (SaaS) and enterprises. 

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In 2022, Christian joined Indonesia's GoTo group as its SVP head of loyalty. He was responsible for the strategy and planning, business operations, data, brand and marketing of all loyalty functions across the organisation.

Before that, Christian spent three years at NTUC Link and helmed the role of GM and SVP, head of loyalty and marketing. According to his LinkedIn, he helped improve his company's bottom line by 47% year-on-year and the net promoter score also rose by 64 points. Meanwhile, as SVP, head of loyalty marketing with NTUC Link, he oversaw the commercial and innovation aspects of the company's loyalty business and all functions of marketing, such as branding, partnerships, performance, and digital marketing.

He joined NTCU Link from Mitra Adiperkasa where he was GM and head of loyalty programme. According to Christian, he was recruited to design, run and operate the MAPCLUB programme, Indonesia's largest retail coalition loyalty programme featuring more than 150 brands across thousands of stores. He also worked at Wing Tai Retail, OCBC Bank, Robinson Group, and American Express and KPMG Singapore. 

MARKETING-INTERACTIVE has reached out to Metro Singapore for more information. 

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