CRM Acceleration Manager

1 week ago

กรงเทพมหานคร, Thailand Shell Full time

**The Role**:
Mobility is not only Shell’s largest customer-facing business, serving over 30M customers per day through 500,000 service champions in over 44,000 sites across 70+ countries, but also the #1 Mobility business in the world. Still, we are on a significant and ambitious growth journey to double the business and thrive through the energy transition. Achieving our ambitions will mean keeping customers at the heart of our business and treating every interaction as a chance to deliver on our purpose of making life’s journeys better.

Mobility’s Global Marketing Team are passionate about Shell’s customers and creating long-term business value - whether it is developing and sustaining innovative CVPs based on customer insights, creating marketing-leading pricing strategies, delivering best-in-class communications, loyalty programmes, & operational excellence, or leading in the digital & data space, the Global Marketing Team works hand-in-hand with local teams to drive synergies and innovation.

Come and join us as we embark on the next phase of our ambition

**Where you fit in**

We put the customer at the heart of our award-winning programme. 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, 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: Non-Fuel Retailing & Fuels and customers tomorrow: Electric Vehicle & NFR.

If you are passionate about customer first experiences and data driven marketing, serving the right message to the right customer at the right time, then the CRM Manager is role for you.

**What’s the role?**

We are looking for a CRM Acceleration Lead, who 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 CRM Manager 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 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.

Thailand 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 (Non-Fuel Retailing) contribution & value Implementing a Connected Customer Experience via 1:1 Journey Orchestration

The CRM Acceleration Lead will be working in close collaboration with the local Loyalty Integrations Manager, 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.

More specifically:

- 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 end to end CRM use case implementation from ideation, activation, and optimization in joint & close collaboration with the Loyalty Integration Manager 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 CXX 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.

**What we need from you?**

We are keen to speak to professionals with the following:

- Passion about data-driven marketing and customer-first experiences
- 3+ years of experience in setting up and operating CRM, preferably within an Energy and/or Convenience Retail space
- Expert in key CRM strategies, customer journey

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