CRM & Innovation Specialist

About us

Shell Mobility serves a staggering 30 million customers daily at our 46,000 branded service stations, making us the world’s biggest mobility retailer and a trusted beacon on the road. Our global purpose is to power progress together with more and cleaner energy solutions (#MakeTheFuture). We are constantly evolving to meet the needs of our customers, offering a range of quality fuels and a retail experience that is all about convenience, quality, and choice.

In South Africa, the Shell Mobility channel serves over 135,000 customers daily at 600+ forecourts and 260+ Select Stores. The future of Shell Mobility is about providing customers with a mosaic of energy solutions and the best experience no matter what cars they drive, giving them choices, convenience, and a premium experience. 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. The Mobility Marketing Team is 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 Marketing Team works hand-in-hand with extended business units to drive synergies and innovation.

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

Purpose:

The CRM & Innovations Specialist will support the PAYLO & CRM Manager, responsible for driving relevant and effective CRM communication using online and offline communication channels and internal communication to drive customer engagement and create business value. A wide variety of data sources must be managed to develop customer insights and optimize segmentation and communication approaches. The CRM & Innovations Specialist will also support the wider Marketing Team to maximize campaign impact through CRM platforms and will therefore collaborate with the Marketing, Brand & Communications Team, PAYLO & CRM Manager, and various stakeholders in Mobility (CR, Fleets Solution & Lubricants).

What’s the role?

• The CRM & Innovations Specialist is mainly responsible for the digital CRM program of Shell Mobility South Africa. This individual preferably has experience in (digital) marketing communications and personal online targeting.
• He/she develops digital content for Shell’s Loyalty V+ Program, Shell App and assists the Paylo & CRM Manager in implementing wider marketing activities across digital channels, including social media.
• Manage the capability roadmap and track delivery of new features and innovative products within the Shell digital channel eco-systems.
• To manage the CRM channel effectively, this role needs to take an analytical approach to measure & optimize CRM communications continuously, thereby assisting the Mobility roadmap in moving to personalized and targeted customer content & offers, mainly under the umbrella of the V+ program. In doing so, this person needs to independently work with creative agencies and with loyalty Partners to professionalize this channel.
• Furthermore, the CRM Specialist needs to work closely with the Brand & CVP team to develop the integrated communications plan, and to translate marketing campaigns into relevant content for the CRM channels.
• Finally, the CRM Specialist is responsible for excellent customer experience in the V+ program. For that matter, the CRM Specialist is responsible for the CRM platform and supporting the development and delivery of an integrated marketing plan that delivers strong returns on investment and supports the business.
• Drive the design of key customer journeys linked to the CRM lifecycle.
• Set customer objectives at various levels based on informed insights.
• Draft analytical briefs required to inform the CRM strategy with sound customer insights backed by data.
• Responsible for implementing inspiring Shell Mobility content across digital channels and executing communications on time, within budget, and according to the Mobility content calendar. For this purpose, the CRM Specialist needs to have good project management skills and understand Mobility’s wider CVP’s and brand positioning.
• Develop exciting and innovative digital communications activities with our agency partners to create a strong impact and deliver against our loyalty objectives of moving to personal, relevant, and 1 to 1 customer comms and offers.
• Support the Marketing Campaigns Leads with implementing an integrated marketing calendar and identify ongoing cost and ROI improvement opportunities via robust analytics and appraisal of our CRM communications. Identify and eliminate ineffective and unnecessary communications content, routines, and processes by applying Continuous Improvement methods and mindset.

What We Need from You?

• Have 4-5 years of relevant working experience managing CRM within retail. Experience in the field of loyalty is a plus.
• 2+ years working in email / CRM marketing with a focus on promotions, loyalty, retention, and optimization.
• 2+ years of segmentation experience, specifically in a retail environment.
• Experience in running A/B tests for campaigns and deriving customer insights.
• Have a degree in marketing, communication, or commercial studies.
• High-level understanding of customer data, CRM journey design, campaign measurement, and overall campaign performance insights & analytics.
• In-depth understanding of Customer Lifecycle Management and 1:1 personalization.
• Experience in performance tracking across channels to measure the full effectiveness of omnichannel campaigns.
• Previous retail, loyalty, and rewards experience in a similar role essential.
• Experience with Multichannel Marketing Deployment Platforms advantageous – specifically the concepts of journeys and complex workflows.
• This role is suited to a passionate media user with a creative streak and a passion for posting engaging ’bite-size’ communications and a strong urge to interact with the general public in a playful and informal yet respectful manner. Evidence of these traits will be important considerations.
• He/she needs to quickly build a solid knowledge base in digital communication activities, marketing analytics and loyalty. This is a high-octane role which needs a very organized and efficient individual to ensure the proactive and reactive elements get addressed and managing time allocation between activities will be critical.
• In addition to the specific competence areas below, the successful candidate will need to be an effective collaborator both within Shell and across creative agencies and have strong capabilities in project delivery.
• The ability to communicate clearly, feel for strong customer communications and analytical approach to measure comms effectiveness is required.