Payments Loyalty & CRM Manager

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!

Where you fit in?

We put the customer at the heart of our award-winning V+ program. Shell Mobility aspires to make its customer’s life journeys better and enrich their daily lives. We do this by providing a welcoming customer experience, on and off the forecourt, supported by a differentiated convenience retail offer. This is an essential role in translating how our loyalty programmes deliver on our local retail ambitions and create long-lasting, robust, digital relationships with our retail customers. As the Payments, Loyalty & CRM Manager, you will oversee and manage the overarching Shell Loyalty, Payments, and CRM strategy that incorporates all customer value propositions, rewards, and initiatives that position Shell Loyalty programme as the number one service station loyalty programme in SA. The role will oversee the Shell Loyalty programme commercial responsibility and contract negotiation, increasing V+ acquisition and retention as well as its operations.

Purpose:

Shell Mobility is seeking a Payments, Loyalty & CRM Manager who will be responsible for setting the strategies of the Loyalty and CRM to exponentially grow Shell’s total marketable universe, inclusive of Total Active Contactable (TAC) audience, and deliver value across Shell Retail, encompassing fuel and non-fuel retail (NFR). The scope of this role is inclusive of B2C and selected segments, across all digital communication channels, e.g. V+ app, text, email, etc.

This role will lead the ongoing development and support implementation of Loyalty & CRM Programs, consistent with Retail CVP. You will deliver the Loyalty Program strategy that integrates into the broader Marketing strategy for now and future. This role will interface with other marketing and mobility functions to ensure strategic alignment and active usage of Loyalty programs as key strategic lever to deliver business and customer goals. Work closely with external partners to ensure Loyalty Programs are healthy, robust, and profitable. Additionally, you will define and develop relevant talent pool and skills required to manage the V+ Loyalty Program in a professional way. Act as key ambassador for promoting customer centricity and focus on Best Customer while retaining and activating Shell's customers profitably.

What’s the role?

• Design future ready loyalty strategy and builds the roadmap to implement the next of loyalty, integrating with CRM and anchored on customers insights.
• Deliver Loyalty & CRM strategies that are integrated with Fuels, EV, NFR and Payments to ensure profit maximization across these key areas.
• Manage V+ customer and marketing insights that inform the marketing strategy and increase V+ membership base and conversion of targets.
• Support Marketing Manager and Pricing & eMobility Manager with annual marketing planning and target setting.
• Custodian for the Local Loyalty Offer Book. Capture and review overall new and existing business demands for Loyalty, develop CVP recommendations, underpinned by data and solid business case. Ensure existing CVPs are utilized and deliver value.
• Lead the development of Customer Lifetime value modeling.
• Lead appraisal and reviews through marketing planning, ongoing cadence and QBR’s for Loyalty/CRM to accelerate market performance.
• Define the strategy for partnerships across Payments Loyalty/CRM, specifically what role do partnerships play in helping to grow Total Active Contactable (TAC).
• Achieve accountabilities through influencing without authority and being adept at dealing with conflicting priorities/agenda.
• Manage two (2) direct reports, CRM & Innovations Specialist and Payments & Loyalty Advisor, working closely with them to drive maximum impact from existing CVPs, share best practices, assess processes, and implement proven improvements within markets.
• Manage complex external relationships (including agency partners) and internal stakeholders across the organization, including SVP/RVPs of Marketing, GMs (Global and Markets), Country Marketing Managers, Country Paylo/CRM Managers, and wider Marketing & Business teams.
• Deliver loyalty rewards and ensure improved cash rewards usage.
• Develop V+ marketing budget and deliver on the financial plan.
• Ensure and oversee the quality of information in the V+ database and workflow ensuring accurate information and timely delivery of V+ cards to customers.
• Ensure knowledge and compliance of V+ policies and procedures across all levels of the organization, its partners, and suppliers inclusive of the competition process and compliance to competition legal requirements, across marketing channels.
• Deliver on FinTec eco system, new payment models and customer insights.
• Evaluate and execute innovation payment models and technology to increase customer experience and drive value.

What We Need from You?

The role requires a seasoned Loyalty and Payments & CRM SME who has vision and truly champions customer centricity. You will be passionate about the customer experience online and offline and building brand advocacy and market share. You will understand the importance of data and data-driven decisions and have a strong understanding of POPIA regulations, legislative and fiscal requirements including PASA legal and regulatory framework is adhered to whilst driving decision-making through loyalty offers and for the CRM contact strategy.

• Education and quality Degree in Commerce field (master’s advantageous).
• Minimum 10+ years in related experience; management of loyalty and CRM programs.
• Proven track record and experience in Loyalty & CRM program strategy/management, preferably in retail. Marketing Operations knowledge is an advantage.
• Proficiency in CRM software and analytical tools is an advantage.
• Mastery in Brand Management and developing and successfully executing customer value propositions.
• Strong financial and commercial acumen to effectively analyze data and develop business case models.
• Strategic thought leadership, plus proven ability to manage and influence decision making of key stakeholders across all levels, many of whom may not have the same level of subject matter.
• Ability to build shared vision, manage and influence stakeholders across all levels. This includes excellent communication skills, presenting in a clear and concise manner.
• Experienced in writing and defining user stories and leveraging marketing tools and techniques to deliver value.
• Experienced in leveraging data and analytics to assist with decision-making and prioritization.