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Loyalty Acceleration Lead


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Loyalty Acceleration Lead

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Reference ID R108234 Updated 17/03/2023 Employment Type Full time Experience level Experienced Professionals
Country United Kingdom Work Location (City) London

The Role

Come and join us as we embark on the next phase of our ambition!

Where you fit In

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 program, & 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.

What’s the role?

A successful Loyalty program is built on the foundations of providing customers differentiated offerings, experiences & compelling rewards which give them reasons to visit again & again, forming specific behaviors 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 daily to grow & retain the customer base as needs & expectations evolve throughout the energy transition.

The Role & Responsibilities

  • 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 (non-fuel retail), 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 LifeTime Value for the assigned Use Cases (projects).

  • 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 priorities 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

  • Proven years of experience in launching, developing & maintaining a large-scale loyalty program, preferably within Energy and/or Retail space.

  • Proven ability to grow customer base, grow retention and advocacy, and good track record for improving program 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.

An innovative place to work

There’s never been a more exciting time to work at Shell.

Join us and you’ll be adding your talent and imagination to a business with the ambition to shape the future – whether by investing in oil, gas and renewable energy to meet demand, exploring new ways to store energy, or developing technology that helps the world to use energy more efficiently, everyone at Shell does their part.

An inclusive place to work

To power progress, we need to attract and develop the brightest minds and make sure every voice is heard. Here are just some of the ways we are nurturing an inclusive environment – one where you can express your ideas, extend your skills, and reach your potential.

  • We’re creating a space where people with disabilities can excel through transparent recruitment process, workplace adjustments and ongoing support in their roles. Feel free to let us know about your circumstances when you apply, and we’ll take it from there.

  • We’re closing the gender gap – whether that’s through action on equal pay or by enabling more women to reach senior roles in engineering and technology.

  • We’re striving to be a pioneer of an inclusive and diverse workplace, promoting equality for employees regardless of sexual orientation or gender identity.

  • We consider ourselves a flexible employer and want to support you finding the right balance. We encourage you to discuss this with us in your application.

A rewarding place to work

Combine our creative, collaborative environment and global operations with an impressive range of benefits and joining Shell becomes an inspired career choice.

We’re huge advocates for career development. We’ll encourage you to try new roles and experience new settings. By pushing people to reach their potential, we frequently help them find skills they never knew they had, or make career moves they never thought possible.

Please note: We occasionally amend or withdraw Shell jobs and reserve the right to do so at any time, including prior to the advertised closing date. Before applying, you are advised to read our data protection policy. This policy describes the processing that may be associated with your personal data and informs you that your personal data may be transferred to Shell/Shell Group companies around the world. The Shell Group and its approved recruitment consultants will never ask you for a fee to process or consider your application for a career with Shell. Anyone who demands such a fee is not an authorised Shell representative and you are strongly advised to refuse any such demand. Shell is an Equal Opportunity Employer.

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