Digital Marketing, Strategy and Business Development Manager - Houston

Location :HoustonUnited States

Skill Group: Commercial and Retail
Updated: 28-Jan-2014
Reference ID: 3322BR

The purpose of this role is to own and manage a pipeline of Marketing Innovation projects to change the way Shell currently markets Retail Fuels in North America. Shell seeks to transform the way it currently markets fuels in North America to become the Brand of Choice for the customer. A key pillar for driving this is to create marketing (Offer Development, Rewards, Communication Channels, & Partner Offers) programs tailored to each customer’s individual profile through collecting & using data insightfully. This role will own the delivery of the entire Customer Journey built around this vision in 2014 & beyond, through developing the strategy, creating & refining execution to be practical & impactful through stakeholder engagement, integration with IT & Retail Site Delivery systems, partner engagement and managing the project to deliver key milestones.
Responsibilities:

• Marketing Strategic Planning: Develop new Customer Driven Customer Value Propositions leveraging the CRM Platform (Test & Learn Marketing Pilots) to engage customers to share personal information & engage with the Shell Brand.
• Execution with Marketing Delivery Teams: Deliver end to end Loyalty Marketing for new customer journey in partnership with existing marketing teams. The role will develop strategy for Offer Development, Communication Channels, Rewards integration, Loyalty Partner integration & Payments marketing & deliver these through CRM enabled marketing in partnership with existing delivery teams.
• Analytical & Predictive Modeling Usage: Use insightful data from customer research, campaign intelligence & external benchmarks/research to select/refine CVPs. Work with data analysts to develop, refine & test predictive analytics from campaign metrics to understand customer behavior as their engagement with Shell deepens.
• Partner with CRM Architecture/IT: Work closely with Shell IT to share Business requirements & enable them to build IT architecture to deliver impactful customer facing CVPs on time & within budget.
• Metrics based result measurement –Deliver campaigns with strong ROI and Customer Engagement metrics that result in brand share & profitability.

This is a delivery focused role focused on driving results through strategic transformation and will impact the way we market fuels end to end across North America. The CRM Strategy Manager will own 2-3 CVPs running in parallel.
Skills:

Strategic Marketing Planning

• Undertakes Situational Analysis
• Defines straticic priorities and opportunities
• Plans resources and ensures measurements and evaluation

Generating Insight

• Understands role of research and plans, gathers and interprets relevant research (Competition, Customer, Channel Partner, and Loyalty Partner etc)
• Develops insightful segmentation
• Generates & actions insights

Channel Marketing Management

• Understands channel needs and creates Routes To Market Strategy.
• Develops Indirect Channel Strategies.
• Develops Indirect Channel Propositions.
• Measures & optimizes value delivered through all channels.

Brand and Proposition Management

• Develops Customer Value Propositions.
• Measures drivers of the brand or proposition.
• Understands and lives the Shell Brands and Sub Brands.
• Builds product & application knowledge.
• Prior experience in the Retail Marketing Business, Brand Management, Loyalty, Payments and Project Management Qualifications.

This is a delivery focused role focused on driving results through strategic transformation and will impact the way we market fuels end to end across North America. Examples of Projects include developing Mobile Payments approach and Non Fuels Loyalty Partnership strategy. The Business Development Manager will own 2-3 projects.

Requirements:

• Must have legal authorization to work in the US on a full time basis for anyone other that your current employer.
• Masters of Business Administration (MBA) required.
• Minimum of five (5)+ years CRM Experience with analytics infrastructure, business intelligence & Customer Insight analysis in another vertical in the B 2C space, ideally with a premium brand
• Minimum five (5)+ years marketing experience delivering CRM driven marketing campaigns that have resulted in strong customer engagement in another vertical/retail category.
• Strong track record of results delivery in marketing roles.
• Good influencing skills and building relationships with stakeholders.
• Excellent analytical knowledge allowing confident management and challenge of analytics.
• Strong project management skills                                                                                                      For more details visit www.shell.com