Job Description:
The Role & Responsibilities:
• In charge of B2C CRM contact strategy, as a brief responsible for integrated marketing communication plan and loyalty customer experience
• Create, develop and execute CRM marketing strategy, calendar and process.
• Manage CRM Contact strategy to provide relevant, personalized Fuels & NFR offers to customers based on their transactional & behavioral data
• Identify opportunities to drive incremental value from existing customers at key stages of their life cycle and increase customer engagement.
• Review both Fuel & NFR CRM Performance and develop an enhanced CRM offer journey including creative and data strategy
• Ensuring a strong integration between Loyalty & CRM and a joint success plan for GCC.
• Responsible for successful market deployment of the Connected Customer Experience in CRM perspective including:
• Localisation of CCX strategy
• Development of Customer Moments & Customer offers
• Oversee successful CCX implementation & deployment in market
• Track, optimize and scale up CCX in market
• Responsible for strong local EV CRM offer in market to drive increased EV penetration.
• Lead and implement BAU Revolution project
• Focus on leveraging CRM to further integrate Fuel & NFR, driving greater loyalty & CRM penetration and increase average margin by customer
• Support increase of the overall loyalty base, TAC,penetration, and customer value growth with CRM
• Create monthly and quarterly decks to present back to key stakeholders, making recommendations on future strategy
• Develop a strong digital experience plan to activate more customers and support digital channels
• Collaborate within and out of Mobility to define and support B2C E2E customer strategy with strong loyalty offers and campaigns (site based, local, tactical etc)
• Support transitions to the Global platforms such as; ODE, AEP & Connected Customer
• Manage contract of plastic cards and overlook E2E process from production to distribution
• Coordinate with the Customer Operations team to ensure providing meaningful CVPs / offers and smooth customer experiences
• Significant stakeholder management: Global & Local Marketing teams, agencies, insights, data & IT, CSC, Legal, Finance, SFS teams
• Work closely with Global CRM team, align & implement Global projects & best practices locally
• Act as the Focal Point of Shell ClubSmart Extra program in Marketing Team.
• Act as the Focal Point of Data Privacy & Loyalty Business Control Owner
• Manage and regularly report loyalty liability
• Act as the Focal Point of PayLo Team budget and closely monitor invoicing processes
