Senior Manager Loyalty & CRM ANZ

Entity:

Customers & Products

Job Family Group:

Marketing Group

Job Description:

As the Senior Manager Loyalty & CRM, you will be a key member of the local Marketing Leadership team, responsible for driving substantial business results through successful in-market loyalty programs, commonly delivered through a diverse network of partners. You will partner closely with your VP of Marketing and Networks of Excellence (NoEs) to co-create global and regional loyalty and CRM strategies and plans, reflective of your local customers and contexts, providing substantive input throughout the process. You will lead the adaptation of the loyalty strategy into impactful local loyalty and CRM programs that drive customer conversion, retention, and long-term value, and be responsible for their successful execution. You will also work closely with regional and NoE teams to align and champion loyalty initiatives within the overall omni-channel CX plan, act as the key point of contact for regional and local partners and own critical contract negotiations and adherence with those partners. This role is critical for delivering world class loyalty programs that truly develop customer advocacy, P&L performance and a cohesive brand experience.

Responsibilities

• Lead a team that develop and implement comprehensive loyalty and CRM marketing programs that align with and deliver against company goals and significantly enhance consumer retention.
• Understand local context, customer insights & growth opportunities within loyalty for your market (with support from I&I NoE, Hub & Sales).
• Collaborate with your VP of Marketing, NoEs and other loyalty and CRM leads to co-create and align on common strategies and plans, that also reflect your region’s customers, business needs and contexts.
• Full accountability and leadership responsibility for the development and implementation of loyalty and CRM programs in your region based on the co-created activation toolkits. Ensure they deliver material business impact, by driving impressive conversion and retention, and align with the regional commercial plans and brand guidelines. This also includes gaining agreement for the plans from a diverse, often challenging network of internal partners.
• Identify, build and cultivate powerful relationships with local loyalty partners, sponsors, key opinion leaders (KOLs), and affiliates, continually looking for new relationships to drive further program success.
• Own regional partner and contract negotiations, ensuring both parties meet contractual obligations, and maintaining operational excellence in B2C, B2B, and B2B2C loyalty programs.
• Lead the synchronization of loyalty and CRM activities across the often very mature channels, loyalty partners, program suppliers, distributors and end consumers to deliver a seamless and unified customer experience.
• Oversee the tracking and reporting of loyalty and CRM performance, modelling to the team and challenging them to continuously optimize and identify actionable insights to support decision-making.
• Continually provide feedback on the suitability of technology capability to the NoEs, fostering increasingly sophisticated loyalty strategies and customer journeys that deliver significant business growth.
• Responsible for delivering and implementing a loyalty and CRM plan that achieves KPIs of optimizing MROI, meeting or exceeding key P&L metrics, driving consistent brand health growth and achieving customer KPIs. Deliver year-on-year increases in Hub utilization, asset and content re-use, and the fulfilment of SLAs, and ensure the team's alignment with these objectives.
• Provide input into budget planning and handle significant budgets for specific activities to ensure financial efficiency.
• Your role is part of our regional marketing teams, which is made up of a diverse and dedicated team of marketers, working together to activate brand and customer experience, drive performance in-market, and deliver your KPIs. As a Senior Manager, you will lead a team.
• You will collaborate closely with experts in the Networks of Excellence (NoEs) on the creative and critical thinking for your programmes, inputting local findings to create common initiatives where possible.
• You will work with the Mumbai-based Hub team, sales and other teams within your region to implement your plans and optimize activity.
• You will engage closely with sponsors, KOLs, partners, affiliates, agencies, and SMEs who help support your loyalty programs, fostering relationships to deliver impactful outcomes for your brands in your region.

Essential Experience, Job Requirements & Education

• 10-15+ years’ experience in loyalty marketing, CRM or customer engagement with a consistent record of driving customer retention and value, preferably in a multi-national matrix organization.
• Strong leadership and partner management skills to engage and align with a diverse and mature set of partners, sponsors, and cross-functional teams.
• Strong expertise in adapting common strategies to meet local market needs and delivering impactful loyalty programs.
• Outstanding team-building skills, developing direct reports at all levels, and building a high-performance culture within the team, across multiple locations. This includes the ability to deliver through others.
• Strong analytical skills to evaluate program performance and drive continuous optimization.
• Excellent communication and collaboration abilities.
• Strong project management skills, essential for the successful delivery of the role’s results, combined with a customer-focused, value-driven approach that consistently prioritizes the customer while delivering long-term business impact.
• Proven business insight and digital expertise to drive innovation and strategic decision-making.

Why join us?

At bp, we support our people to learn and grow in a diverse and challenging environment. We believe that our team is strengthened by diversity. We are committed to fostering an inclusive environment in which everyone is respected and treated fairly. There are many aspects of our employees’ lives that are meaningful, so we offer benefits to enable your work to fit with your life! These benefits can include flexible working options, paid parental leave policy among others! We will ensure that individuals with disabilities are provided reasonable adjustment to participate in the interview process.

Travel Requirement

No travel is expected with this role

Relocation Assistance:

This role is not eligible for relocation

Remote Type:

This position is a hybrid of office/remote working

Skills:

Agility core practices, Analytical Thinking, Brand Management, Commercial Acumen, Communication, Creativity and Innovation, Customer centric thinking, Customer Journey Mapping, Customer Segmentation, Customer Service Design, Customer Value Proposition, Delivers an effortless customer experience, Developing creative marketing content, Digital Fluency, Generating customer insights, Loyalty Management, Marketing strategy, Offer execution and growth, Proposition development, Retail Category Management, Sector, market, customer and competitor understanding, Sustainability awareness and action, Using market research effectively

Legal Disclaimer:

We are an equal opportunity employer and value diversity at our company. We do not discriminate on the basis of race, religion, color, national origin, sex, gender, gender expression, sexual orientation, age, marital status, socioeconomic status, neurodiversity/neurocognitive functioning, veteran status or disability status. Individuals with an accessibility need may request an adjustment/accommodation related to bp’s recruiting process (e.g., accessing the job application, completing required assessments, participating in telephone screenings or interviews, etc.). If you would like to request an adjustment/accommodation related to the recruitment process, please contact us.

If you are selected for a position and depending upon your role, your employment may be contingent upon adherence to local policy. This may include pre-placement drug screening, medical review of physical fitness for the role, and background checks.