Head of Behavioural CRM

Entity:

Customers & Products

Job Family Group:

Marketing Group

Job Description:

Our purpose is to deliver energy to the world, today and tomorrow. For over 100 years, bp has focused on discovering, developing, and producing oil and gas in the nations where we operate. We are one of the few companies globally that can provide governments and customers with an integrated energy offering. Delivering our strategy sustainably is fundamental to achieving our ambition to be a net zero company by 2050 or sooner.

As Head of Behavioural CRM, you will support the CRM Senior Manager with developing and implementing the CRM strategy for Mobility & Convenience (M&C), working closely with the Hub to deliver innovative hyper-personalised and data-driven campaigns across email, app and push to engage B2C & B2B audiences globally. You will drive our personalisation & automation agenda, understanding how we can efficiently leverage data improve CRM. Your focus will be crafting core, behaviour led automated journeys using sophisticated data attributes or predictive models, allowing us to deliver omnichannel campaigns which improve customer retention and lifetime value. This role is critical in ensuring the global CRM strategy is innovative, future proof & in alignment with local market needs. You will help build a culture and way of working that is strategic, data-driven and deliver value for the customer & our business.

Please note this role can be based out of Sunbury UK, Chicago US 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).
• Define and manage the personalisation strategy + roadmap, working with data teams to create sophisticated data attributes & prediction models that will drive CRM journeys
• Co-create cohesive, core CRM journeys and campaigns with priority local markets, standardising our always on, triggered campaigns 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 customer lifecycle programs and deliver customer lifetime value.
• Help to establish CRM reporting mechanisms to measure the effectiveness of campaigns & understand the value of different customer groups, focusing on actionable insights and continuous improvement.
• Responsible for ensuring the M&C Marketing NoE consistently achieves important metrics of maximising MROI, improving brand health, increasing volume and profitability, and enhancing CLV.
• Empower local markets by co-creating activation toolkits. Including journey catalogues, aligning global strategies with local execution needs, and reducing duplication. Supporting them to develop, manage and review the annual CRM budgets, including forecast management; ensuring all allocated programmes fall within allocated budget and timeline.
• Collaborate with internal and external partners, including senior leadership, agencies and vendor partners, to refine the MarTech strategy for scalability and alignment with global organisational framework.
• Provide input into budget planning and manage budgets for specific activities to ensure financial efficiency.
  
  

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 global role.
• Expertise in development and management of customer lifecycle, behavioural and automated campaigns, and personalisation techniques.
• Technically minded with 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.
• Good analytical skills, including demonstrated ability to interpret data and apply insights to optimise customer behaviour performance. Experience defining & maintaining measurement frameworks, with a track record of demonstrating improvements to customer/campaign value delivered to the business.
• Strong knowledge 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.
• Proven experience in crafting direct marketing test and learn frameworks, including the deployment of loyalty and direct marketing measurement structures, and building and optimising campaign activities and investments for maximum returns.
• Demonstrated proficiency in designing and implementing campaigns that align with critical performance metrics, such as open rates, click through rates, conversion rates, and sales across multiple channels, that drive measurable results and support overall business objectives.
• Strong commercial competence and strategy understanding, with ability to translate strategy into clear roadmap of activities.
  
  

Why join us?

At bp, we provide an excellent working environment and employee benefits such as 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:

Advocacy, Brand Management, Commercial Acumen, Customer Segmentation, Generating customer insights, Listening, Offer and product knowledge, Offer Development, Sector, market, customer and competitor understanding, Translating strategy into plans

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.