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Global Loyalty & CRM Strategy Manager

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Reference ID R144355 Updated 07/17/2024
Commercial and Retail

Position Purpose

Shell is seeking a Global Loyalty & CRM Strategy Manager who will be responsible for setting the strategies of the Global Loyalty and CRM to exponentially grow Shell’s total marketable universe, inclusive of Total Active Contactable (TAC) audience, and deliver value across Shell Retail, encompassing fuel, electric vehicles (EV) and non-fuel retail (NFR). The scope of this role is inclusive of B2C and selected B2B2C segments, across all digital communication channels, e.g. app, text, email, etc.

This role will lead the ongoing development and support implementation of Loyalty & CRM Programs, consistent with Retail CVP. You will deliver the Loyalty Program strategy that integrates into the broader Marketing strategy for now and future. This role will Interface with other marketing and mobility functions to ensure strategic alignment and active usage of Loyalty programs as key strategic lever to deliver business and customer goals. Work closely with external partners like Loyalty Ventures and CAA to ensure Loyalty Programs are healthy, robust and profitable. You will define and develop relevant talent pool and skills required to manage Loyalty Programs in a professional way. Act as key ambassador for promoting customer centricity and focus on Best Customer while retaining and activating Shell's customers profitably.


  • Accountable for Global Loyalty Brand, including winning Membership (Rewards strategy), and CRM Strategy, ensuring end-to-end optimization across the customer purchase funnel.

  • Design future ready loyalty strategy and builds the roadmap to implement the next generation of loyalty, integrating with CRM and anchored on customers insights

  • Ensure Loyalty & CRM strategies are integrated with Fuels, EV, NFR and Payments to ensure profit maximization across these key areas.

  • Supporting Global Loyalty/CRM Manager with annual marketing planning and target setting

  • Custodian for the Global Loyalty Offer Book. Capture and review overall new and existing business demands for Loyalty, develop CVP recommendations, underpinned by data and solid business case. Ensures existing CVPs are utilized and delivers value.

  • Lead strategically the prioritization with Chief Digital Product Owner on Loyalty CRM  demands pipeline under GCC & CCA programmes

  • Leads the development of Customer Lifetime value modeling, in partnership with Digital Value & Performance Manager.

  • Leads appraisal and reviews through marketing planning, ongoing cadence and QPA for Loyalty/CRM to accelerate market performance

  • Defines the strategy for partnerships across Loyalty/CRM, specifically what role do partnerships play in helping to grow TAC.  Execution of specific partnerships would be owned by Customer Acquisition, Purchase Funnel, and/or Rescue/Reactivation Lead as appropriate.

  • Leads Loyalty/CRM capability building, inclusive of regular community webcasts and Loyalty/CRM Academy program.

  • Achieves accountabilities through influencing without authority and being adept at dealing with conflicting priorities/agenda

  • Manages two (2) direct reports, the Membership Growth Leads for EUSA and Asia/Gr China. Works closely with them to drive maximum impact from existing CVPs, shares best practice, assess processes and implement proven improvements within markets.

  • Manages complex external relationships (including agency partners) and internal stakeholders across the organization, including SVP/RVPs of Marketing, GMs (Global and Markets), Country Marketing Managers, Country Paylo/CRM Managers, and wider Marketing & Business teams

Skills & Requirements

  • Must have legal authorization to work in the USA on a full-time basis for anyone other than current employer

  • Minimum 15+ years in related experience; management of loyalty programs

  • Proven track record and experience in Loyalty & CRM program strategy/management, preferably in Mobility. Marketing Operations knowledge is an advantage. Proficiency in CRM software and analytical tools is an advantage.

  • Mastery in Brand Management and developing and successfully executing customer value propositions.

  • Strong financial and commercial acumen to effectively analyze data and develop business case models.

  • Strategic thought leadership, plus proven ability to manage and influence decision making of key stakeholders across all levels, many of whom may not have the same level of subject matter expertise.

The base salary range for this position is $174,000.00 - $262,000.00 per year.  Individual pay will be based on various factors, such as relevant work experience, education, certifications, skill level, seniority, and internal equity.

For regular full-time or regular part-time employees of the Company (participating companies as listed in the Summary Plan Description), insurance coverage options include medical, dental, vision coverage, life Insurance, Business Travel Accident Insurance, and Occupational Accidental Death Benefit programs. Employees also participate in a company pension plan and a 401(k) plan. Paid leave includes up to 6 weeks of paid vacation time, up to 11 paid holidays, and parental leave offering 16 weeks of paid leave to birthing mothers, and 8 weeks of paid leave for non-birthing parents. Additionally, employees are eligible for disability leave for up to 52 weeks at 100% or 50% of base pay. Shell also offers other compensation such financial reimbursement for adoption, wellness, education, and personal learning expenses, and some roles are eligible for discretionary long-term incentives.  For interns, eligible benefits include medical, dental, and vision coverage, life insurance, Business Travel Accident Insurance, and Occupational Accidental Death Benefit programs; participation in a 401(k) plan; and paid leave for up to 11 paid holidays.  Additional information on Shell’s US benefit programs can be found at