Marketing Manager

The Marketing Manager (Brand Licensee) is a senior leadership role responsible for end-to-end marketing brand execution customer growth loyalty digital payments partnerships and communications for the retail fuel business operated under a brand license.

The role ensures that all marketing activities are:

• Commercially effective for the licensee and
• Fully aligned with the licensed brand customer experience digital and licensing requirements.

The role serves as the primary interface with Brand Licensor on marketing brand loyalty and digital matters working closely with their brand representatives

Responsibilities:

Strategy & Planning

• Develop and execute the multi-year marketing strategy aligned with licensor brand vision and company business objectives and priorities.
• Translate strategy into integrated plans between Fuels Payment Loyalty & CRM Brand & Customer Experiences Digital Marketing and Pricing that brings competitive advantage aligned with Licensors marketing guidelines Multi-Year Plan and business T&R.
• Manage marketing budget prioritize initiatives to maximize return from investment
• Engage Brand Licensor early on material initiatives requiring alignment or approval.

Retail Fuels & NFR

• Manage all marketing mix elements: Pricing Product portfolio Channel Value propositions Communication and Promotion for Fuels and Non-Fuels Retail (NFR) in collaboration with relevant internal stakeholders.
• Lead NFR marketing strategies across convenience retail food service car care lubricants and co-locators.
• Ensure all programs are operationally executable and compliant with Brand customer promise standards.
• Co-develop and execute EV strategy for the market together with Network team including strategic partnership both for 2W and 4W across value chain.

Loyalty CRM & Digital Payments

• Own the loyalty and CRM strategy aligned with Brand-approved models.
• Act as business and contract owner for loyalty platforms and app vendors.
• Work with the Brand Representatives to align digital roadmaps and ensure compliance with digital and data standards.
• Drive adoption of digital payments and partnerships.

Brand Communications & Media

• Drive Licensor brand preference trial and loyalty levels to enable growth in both volumes and market share.
• Ensure consistent and compliant use of the Brand across sites campaigns and channels.
• Oversee local brand communications campaigns PR and social media.
• Act as contract owner for creative media and PR agencies.
• Serve as single point of contact of the Brand Licensor on brand and communications matters.

Partnerships

• Identify and manage local partnerships that enhance customer value and commercial performance.
• Ensure partnerships comply with Brand licensing legal and competition requirements.
• Coordinate with Brand licensor on partnerships with regional or global implications.

Customer Insights & Performance

• Build knowledge and market understanding by keeping track of customer trends & needs current & future business/industry environment total market size and share tracking identification of key segments channels customers and competitive position through external research projects (qualitative & quantitative) 3rd party insights from agencies (media loyalty partners) and internal data points (loyalty app ERP POS etc.)
• Track campaign effectiveness ROI and brand health.
• Share insights with Brand licensor as required under licensing arrangements.

People Leadership & Team Management

• Lead coach and develop the Marketing Team to deliver business objectives.
• Ensure effective performance management including:
  • Goal setting and performance reviews
  • Ongoing feedback and coaching
  • Development planning and capability/ competency building
  • Manage performance conduct and disciplinary matters in line with company policies and local labor requirements.
  • Foster a united accountable and high-performance culture aligned with company values of Collaboration Innovation Trust and Achievement.

Key Accountabilities

• Retail multi-year marketing strategy and execution
• Retail fuels and Non-Fuel Retail (NFR) commercial programs
• Brand communications and media (Brand licensor-aligned)
• Loyalty CRM and digital payments
• Strategic partnerships and alliances
• Customer insights and performance management
• Vendor and contract ownership
• Marketing governance risk and compliance
• Brand and license alignment

Qualifications:

• 10 years in marketing or commercial roles within retail fuels FMCG or other similar retail chains
• Strong exposure to brand sector and functional (such as insight) management loyalty digital platforms and partnerships
• Ability to demonstrate LAT (Leadership Accountability Teamwork) behaviors as well as Leadership and Personal and business skills with an established track of leadership experience and ability to lead & develop a team
• Customer-centricity with clear understanding of consumer demands and trends
• Sound commercial mindset with good conceptual and analytical skills
• Strategic thinker with track record of developing and implementing strategy successfully
• Good relationship management with preferably CRM experience to strategic partners / customers and strong communication skills both verbal and in writing
• Ability to adapt to changing environment and circumstances as well demonstrated resilience
• A good overall understanding of the Retail Fuel business is an advantage
• Good experience on digital transformation (including digital loyalty system and e-commerce)

General Disclaimer: This role will be part of CITADEL Pacifics expanding retail fuel business in Indonesia. The successful candidate will join the team supporting the integration and future operations of our local entity. All hiring onboarding and employment contracts will be fully compliant with Indonesian laws and regulations. More information about this expansion could be found in the CITADEL Pacific official website:

About CITADEL Pacific