Loyalty Value Lead

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Whats the role

As Loyalty Value Lead youll join the Loyalty CRM and Payment team within Shells Mobility cluster across Benelux & France responsible for the operations of nearly 1000 service stations across four countries serving private customers fleet drivers and truck drivers.

As part of the Shell Mobility Marketing team you will transform deep customer insights into a customer valuefocused portfolio that strengthens the fuels business accelerates EV adoption and grows Convenience Retail. Our loyalty programme is a key growth engine in this strategy enabling us to build longterm relationships through increasingly personalised and relevant offers and experiences across B2C and B2B journeys.

With our active member base you directly shape customer behaviour at scale turning loyalty insights into measurable growth margin and lifetime value across markets. You will lead the crossfunctional performance team and play a pivotal role in setting priorities aligning stakeholders and driving innovative databacked actions with impact.

What youll be doing

• Strategy Translation & Roadmapping

  • Translate the loyalty strategy into a clear tactical plan and maintain a prioritised backlog of initiatives with defined timelines budgets and quality metrics.

  • Align offers marketing and campaign roadmaps with crossfunctional teams including Brand & Communications CR and Shell Fleet Solutions.

  • Measure and refine tactics offers and roadmap priorities using quantitative and qualitative insights.

• Performance Management

  • Develop and improve the loyalty KPI and performance framework including the loyalty P&L C3 margin ROI loyalty performance KPIs and Return on Loyalty metrics.

  • Optimise loyalty value delivery through strong performance tracking customer insights growth hacking and programme optimisation.

  • Identify new growth levers and steer improvements across acquisition retention churn basket size visit frequency and customer value.

  • Continuously triage existing and new initiatives to focus resources on the most impactful opportunities.

  • Illustrate the value of loyalty to stakeholders to build buyin for extending the role of loyalty in new initiatives and ongoing programme support.

• Execution & Delivery

  • Ensure flawless execution and timely delivery of loyalty campaigns features and offers.

  • Coordinate endtoend delivery through structured planning crossteam alignment and proactive risk mitigation.

  • Ensure timely development and release of loyalty digital features to enable a seamless customer experience and improved conversion.

  • Drive continuous improvement through structured testing learning and iteration.

  • Lead crossfunctional performance teams.

  • Forecast and measure loyalty value per initiative and implement learnings and corrective actions.

What you bring

• Strong experience in portfolio performance management with a track record of driving measurable commercial impact.

• Masters degree in Marketing Commercial Business Economics or a related discipline.

• Proven experience in loyalty CRM performance marketing analytics or customer insights roles.

• Ability to translate customer insights data and performance metrics into clear strategies priorities and actionable plans.

• Experience building and steering valuefocused roadmaps including defining KPIs developing business cases and managing delivery milestones.

• Solid understanding of KPI frameworks experimentation Return on Loyalty and datadriven optimisation.

• Strong strategic thinking with the ability to simplify complexity create clarity and focus teams on the highestvalue opportunities.

• Confident decisionmaker who prioritises effectively escalates early and makes clear calls on when to accelerate adapt or stop initiatives.

• Demonstrated ownership and accountability for delivering value improving performance and raising quality standards.

• Ability to identify and translate internal and external best practices into practical scalable actions.

• Strong stakeholder management skills with the ability to influence and align senior leaders across functions markets and business lines.

• Customerobsessed and insightled with a deep curiosity for what drives behaviour and business value.

• Curious and experimental mindset comfortable testing hypotheses learning quickly and iterating to improve outcomes.

• Collaborative and inclusive team player able to build trust and foster highperforming crossfunctional partnerships.

• Willing to challenge the status quo and advocate for initiatives that deliver the greatest customer and commercial impact.

• Businesslevel fluency in English; Dutch is a strong advantage.

What we offer

You bring your skills and experience to Shell and in return you work with talented committed people on one of the most important challenges facing our planet. Youll have the opportunity to develop the skills you need to grow in an environment where we value honesty integrity and respect for one another. Youll be able to balance your priorities as you become the best version of yourself.

• Progress as a person as we work on the energy transition together.

• Continuously grow the transferable skills you need to get ahead.

• Work at the forefront of technology trends and practices.

• Collaborate with experienced colleagues with unique expertise.

• Achieve your balance in a values-led culture that encourages you to be the best version of yourself.

• Benefit from flexible working hours and the possibility of remote/mobile working.

• Perform at your best with a competitive starting salary and annual performance related salary increase our pay and benefits packages are considered to be among the best in the world.

• Take advantage of paid parental leave including for non-birthing parents.

• Join an organisation working to become one of the most diverse and inclusive in the world. We strongly encourage applicants of all genders ages ethnicities cultures abilities sexual orientation and life experiences to apply.

• Grow as you progress through diverse career opportunities in national and

• international teams.

• Gain access to a wide range of training and development programmes.

Wed like you to know that Shell has a bold goal: to become one of the worlds most diverse and inclusive companies. You can get to know more about how were working towards that goal click here.

Shell in The Netherlands

The Netherlands is one of the two founding countries of the 9380 employees (March 2024) of more than 100 nationalities jointly work to provide the country with energy for today for tomorrow and for you.

Energy for today

The refinery at Shell Energy and Chemicals Park Rotterdam (Pernis) - Europes largest -is facing a cleaner future with less carbon emissions. Chemicals Park Moerdijk is transitioning to a circular future. Shelloperatesmultiple wind and solar farms in the Netherlands. Both onshore and offshore Shell is exploring for and producing oil and gas via the NederlandscheAardolieMaatschappij NAM (50% Shell 50% ExxonMobil). Shell is the market leader in transport fuels. Dutch motorists take 3 billionlitresof fuel from 570 Shell retail stations (May 2024) annually while thousands of Shells own fast EV charge points and ShellUbitricitynormal charge points are being installed as we speak.

Energy for tomorrow

At the Energy Transition Campus Amsterdam (ETCA) research is conducted into low CO2energy technologies and sustainable solutions for energy and chemicals. Near Rotterdam Shell builds Europes biggest green hydrogen plantofthe continent. From Amsterdam and The Hague ShellNederland leads the transition of the corporation to a more sustainable future with 6.5 billion euros invested in solar panels wind farms green hydrogen sustainable aviation fuel EVchargingand other groundbreaking solutions for the future.

Energy for you

Even after the company HQ moved to London in January 2022 Shells commitment to the Netherlandsremainsvery strong. The Hague still housing the headquarters of three of Shells business divisions and Rotterdam stays a key tradingmarketingand sales hub for Shell products. Combined Shell in the Netherlands works to bring its wide range of energy products as close as possible to you as an energy consumer. This includes a Shell Impact Fund to make the energy transition closer to people with financial challenges this includes EV chargers on the corner of your street via our daughter companyUbitricityand this includes keeping the country warm in winter with Liquid Natural Gas.

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