**The Role**:
**Where you fit in**
The Shell Loyalty/CRM program is a key value lever to Shell Mobility, and we know that customers who successfully engage with the program are worth more to the business in terms of annual average spend, frequency of visit and basket size.
As the rate of change is accelerating, we need to grow our loyalty customer value at speed & scale increasing the value per existing customer and increasing our total active customer size at scale.
Furthermore, as our breadth of E-2-E offer across B2C increases (EV, Energy storage etc.
), we have more opportunities than ever to attract customers of tomorrow.
The digital customer back strategy is a key enabler to accelerate growth in the integrated value for customers today: NFR & Fuels and customers tomorrow: EV & NFR.
The in-market CRM Acceleration Lead will successfully implement and drive forward the delivery of the Digital Customer back strategy use cases in market.
Overseeing E2E delivery from ideation to delivery to optimization and value tracking in market.
The role will intelligently use a rich customer dataset, supplemented by contextual information to provide a connected and seamless experience across all touchpoints, so we can make each customer mission easier.
The role will also provide a variety of opportunities to curate & design communication journeys that progress specific business objectives whilst serving customers relevant content in their given need state.
Our aim in CRM is to power the data driven marketing agenda and enrich the customer experience and create valuable relationships at every touchpoint.
**What's the role?
**
Indonesia is a key Customer Back Digital Strategy Use case market with Loyalty/CRM being a key value driver.
The CRM Acceleration Lead is responsible for successfully implementing and delivering the Digital customer back strategy in market including:
- Growing Total Active Customer Base Growing NFR Value contribution & value Implementing a Connected Customer Experience via 1:1 Journey Orchestration Developing & implementing a strong EV & NFR Loyalty/CRM Offer.
- The CRM Acceleration Lead will be working in close collaboration with the local Loyalty Acceleration Lead, ensuring a strong integration between CRM & Loyalty and a joint success plan to deliver against the key projects of the Customer Back Digital Strategy in market.
- ** Local Customer Back Digital Focal Point**: Local global customer back digital focal point for CRM, overseeing local delivery and implementation of use cases, leads successful E-2-E CRM use case implementation from ideation, activation and optimization in joint & close collaboration with the Loyalty Acceleration Lead in market.
Regular status updates & value tracking from local plans against targets.
- ** E2E Project Lead for CCX**: Responsible for successful in-market deployment of the Connected Customer Experience (CCX) including:
- Localization of CCX strategy
- Development of Customer Moments & Customer offers
- Oversee successful CCX implementation & deployment in market
- Track, optimize and scale up CCX in market
- Manage project plan, resources and delivery of plan
- ** Grow TAC (Total Active customer base)**:Responsible for tactics to drive total active customer growth through re-activation and acquisition plans.
Successfully lead the implementation of customer growth plans, from ideation to deployment to value tracking.
- ** Drive Fuels & NFR integration & activation plans in market**:Implement strong local NFR & Loyalty/CRM offer in market to drive increased NFR penetration.
- ** Lead EV/NFR deployment plans in local market**: Working alongside global strategy team, lead successful EV MVP market rollout from implementation, success measurement & optimization.
**SCOPE**
- Market: Indonesia
- Placed in local Marketing Team working side by side with local Paylo & CRM Teams.
- Close collaboration with Loyalty Integrations Lead in market to achieve common output.
- Significant stakeholder management: Global & Local Marketing teams, agencies, insights, data & IT, CSC.
**What we need from you**
- Preferably a Bachelors degree in Business or Marketing.
- 3+ Years of experience in setting up and operating CRM, preferably within an Energy, Retail, and or Convenience Retail space.
- Must have skills with Commercial Acumen and be able to interpret data from technology and skills with Customer Lifecycle Management.
- Passion about data driven marketing and customer first experiences.
- Expert in key CRM strategies, customer journey development & test and learn frameworks to use a data driven approach to constantly optimize communications & engagements.
- Exposure to paid & owned marketing channels, comfortable working with wider marketing teams to deliver omni-channel campaigns.
- Proven track record of planning & executing marketing calendar plans, working with wider marketing teams to utilize CRM as a key vehicle to promote wider marketing agenda & realize busine