Entity:
Customers & Products
Job Family Group:
Marketing Group
Job Description:
As a CRM Manager for Europe, you will support the CRM Senior Manager with developing and implementing the CRM strategy for Mobility & Convenience (M&C). You'll be working closely with the Hub to deliver innovative and data-driven campaigns across email, app and push to engage B2C & B2B audiences. In partnership with priority local markets, you will co-create and co-coordinate broadcast and behavioural campaigns across M&C Europe, ensuring they are relevant at a local level and as consistent globally as possible. Your focus will be analysing customer data, understanding what data signals can be used to craft customer journeys with hyper-personalisation & relevance. Our aim is to drive high value behaviours resulting in improved CLV & retention. This role is critical in ensuring the successful execution of global CRM strategies in alignment with local market needs, building a culture and ways of working that are strategic, data-driven & focused on value for customer + business.
Please note this role can be based out of Sunbury, UK or Madrid, Spain.
What You Will Deliver
- Support the definition and execution of the M&C CRM strategy, including technologies and analytics for B2C audiences, using the frameworks and approaches provided by the Marketing Excellence Network of Excellence (NoE).
- Co-create cohesive, core CRM journeys and campaigns with priority local markets, including both broadcast campaigns (per brand; pulse, Earnify, Aral, BPme) and behavioural / automated campaigns (cross-brand), standardising across markets where possible.
- Work closely with local market teams, to support the execution of CRM campaigns. Co-ordinating the design, brief and delivery of campaigns by the Hub across email, app, push and other channels, ensuring alignment with the broader customer experience strategy and business objectives.
- Ensure innovation by identifying and implementing new CRM approaches, tools, and techniques to optimise customer engagement and campaign effectiveness. Building out a clear roadmap that includes scaling and future proofing and ensuring correct technology usage across local market teams.
- Develop, implement and manage automated, hyper-personalised customer lifecycle programs and deliver customer lifetime value.
- Define and manage the personalisation strategy and roadmap for priority markets.
- Help to establish CRM reporting mechanisms to measure the effectiveness of campaigns, focusing on actionable insights and continuous improvement.
- Responsible for ensuring the M&C Marketing NoE consistently achieves critical metrics of maximising MROI, maintaining strong retention, improving brand health, increasing customer volume and profitability, and enhancing CLV.
- Empower local markets by co-creating activation toolkits, aligning global strategies with local execution needs, and reducing duplication. Supporting with developing, managing and reviewing the annual CRM budgets.
What You Will Need To Be Successful
- >10 years’ experience in CRM strategy development and execution, preferably within a multi-national matrix organisation working in a central role supporting European markets.
- Expertise in development and management of customer lifecycle, behavioural and automated campaigns, and personalisation techniques.
- Good analytical skills, including demonstrated ability to interpret data and apply insights to optimise customer behaviour performance.
- Technically minded, ideally some experience working with data teams to define data models that enable personalisation & automation of campaigns at scale. Ideally using sophisticated predictive or AI models to aid customer segmentation.
- Solid understanding and experience with CRM and Marketing technologies, tools, and platforms (such as Salesforce), with expertise in campaign automation and a track record of driving innovation in CRM.
- Experience in leading the implementation and scaling of new MarTech platforms, including developing effective processes and workflows within and across teams.
- Leadership skills with a record of driving alignment and collaboration across cross-functional and geographically diverse teams.
Why join us?
At bp, we can offer you an open and inclusive culture, a great work-life balance, tremendous learning and development opportunities to craft your career path, life and health insurance, medical care package and many others.
We support our people to learn and grow in a diverse and exciting environment. We believe that our team is strengthened by diversity! We are committed to crafting an inclusive environment in which everyone is respected and treated fairly.
There are many aspects of our employees’ lives that are significant, so we offer benefits to enable your work to fit with your life. These benefits can include flexible working options, collaboration spaces in a modern office environment, and others benefits.
Reinvent your career as you help our business meet the challenges of the future. Apply now!
Travel Requirement
Up to 10% travel should be 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:
Customer Relationship Management (CRM) Development, Customer Relationship Management (CRM) Strategies
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.
