Loyalty Acceleration Lead
Mobility is not only Shell’s largest customer-facing business, serving over 30m customers per day through 500,000 service champions in over 44,000 sites across 70+ countries, but also the #1 Mobility business in the world. Still, we are on a significant and ambitious growth journey to double the business and thrive through the energy transition. Achieving our ambitions will mean keeping customers at the heart of our business and treating every interaction as a chance to deliver on our purpose of making life’s journeys better. Mobility’s Global Marketing Team are passionate about Shell’s customers and creating long-term business value - whether it is developing and sustaining innovative CVPs based on customer insights, creating marketing-leading pricing strategies, delivering best-in-class communications, loyalty programmes, & operational excellence, or leading in the digital & data space, the Global Marketing Team works hand-in-hand with local teams to drive synergies and innovation.
Come and join us as we embark on the next phase of our ambition!
Where you fit in
A successful Loyalty programme is built on the foundations of providing customers differentiated offerings, experiences & compelling rewards which give them reasons to visit again & again, forming specific behaviours which drive value for them & the business. We’re looking for an in-market Loyalty manager who is excited about establishing Shell as an integral part of our customers everyday journeys, working on a daily basis to grow & retain the customer base as needs & expectations evolve throughout the energy transition.
What is the role
Adapting and delivering key centralized Loyalty CVPs, Partnerships & strategies so they are relevant for customers within the market, whilst ensuring global toolkits are curated with individual market requirements
Working with broader local teams from Fuels & NFR, Brand & Communication to Site Operations to ensure Loyalty acquisition, activation & retention is an essential value driver in the overall marketing agenda
Implementing integrated loyalty CVP and offerings across different product category aiming for growing Customer Life Time Value for the assigned Use Cases.
Driving best-in-class integrated loyalty experience across different touchpoints for greater customer satisfaction for the assigned Use Cases.
Work with the Use Case Lead and Central Value Office to develop, own and report on agreed KPIs
Manage assigned budgets and robustly manage the reporting process, communicating to the Use Case Lead
Drive to provide marketing offers to customers beyond core CVP to test out the key Use Cases, summarize and validate the learnings, and drive local replication.
Work with the Business, Project and Use Case Leads to drive efficiencies and prioritize potential blockers against value criteria such as, Cash, Carbon, Customer and Collaboration
Regular alignment with the in-market CRM Manger to leverage customer data to provide hyper-personalized experiences
What We Need from You
5+ Years of experience in launching, developing & maintaining a large-scale loyalty programme, preferably within Energy and/or Retail space.
Proven ability to grow customer base, grow retention and advocacy, and good track record for improving programme performance against specific business targets
Confidence in evaluating and analyzing complex data - identifying key customer trends
Strong ability to manage and influence stakeholders across local and global team, determination and good skills to drive delivery, and excellent communication and presenting capabilities
Excellent project management skills, exposure to working iteratively in an agile manner with determination to understand quickly what works best for customers
Experience in developing promotional strategies & Customer Value Propositions as well as executing promotions & campaigns against a marketing plan or calendar
In-depth understanding of business operation and execution at frontline.