US CRM Manager

CRM Lead - US page is loaded## CRM Lead - USremote type:
This position is a hybrid of office/remote working locations:
United States of America - Illinois - Chicago time type:
Full time posted on:
Posted Yesterday time left to apply:
End Date:
February 2, 2026 (19 days left to apply) job requisition :
RQ100196
** Entity:
** Customers & Products
** Job Family Group:
** Marketing Group
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* Job Description:

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* About the Role:

** As a CRM Manager for US you will have the opportunity to lead CRM strategy in one of bp’s most diverse and commercially critical markets. You’ll build how we engage millions of customers across a portfolio of iconic brands—Earnify, Travel Centers of America, ampm, Thorntons, and Amoco—each with its own distinct value proposition. You’ll be the strategic bridge between global CRM foundations and local market execution.

Working closely with US brand teams and the CRM campaign operations team, you’ll co-create and coordinate innovative, data-driven campaigns across email, SMS, and push channels. Your focus will be on hyper-personalised customer journeys that respond to real-time signals and deliver relevance at every touchpoint. This role demands a commercially minded leader who understands how CRM drives customer lifetime value (CLV) and retention.

You’ll be proficient in Salesforce Marketing Cloud (SFMC) and comfortable navigating sophisticated data to uncover insights that encourage high-value behaviours.

Above all, you’ll champion a culture of critical thinking, experimentation, and customer obsession—ensuring CRM becomes a growth engine for both the business and the customer!##
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* Key Responsibilities:

*** Lead the definition and execution of the US CRM strategy for Mobility & Convenience (M&C), translating global frameworks into locally relevant programs across brands like Earnify, Travel Centers of America, ampm, Thorntons, and Amoco.
* Partner with US brand teams and the CRM campaign operations hub to design and deliver campaigns across email, SMS, push, and app, aligned with customer experience strategy and commercial objectives.
* Collaborate with local marketing teams to support partnership-led campaigns (outside always on lifecycle campaigns) by identifying the right CRM approach and determining how customer data can be used to drive targeted engagement, ensuring campaigns are both brand-relevant and commercially impactful.
* Adapt and manage automated, hyper-personalized, globally defined lifecycle programs that increase customer lifetime value (CLV), retention, and profitability.
* Work with the global CRM NoE to define and develop the personalization strategy and roadmap for US brands markets, employing data signals to craft relevant, timely customer journeys.
* Establish robust CRM reporting and analytics frameworks focused on actionable insights, continuous optimization, and clear visibility of performance across lifecycle stages.
* Deliver against M&C Marketing NoE KPIs: maximize MROI, strengthen retention, improve brand health, grow customer volume, and enhance CLV.
* Own budget planning and management for CRM initiatives, ensuring financial discipline and timely delivery.##
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* Role Requirements:

*** Strong commercial savvy and critical thinking, with the ability to translate global CRM strategy into locally relevant touchpoints that drive measurable business impact.
* Over 10 years’ experience in CRM strategy development and execution, ideally within a multinational matrix organisation supporting the American market.
* Proven ability to lead the development and optimisation of customer lifecycle, behavioural, and automated campaigns, with a deep understanding of personalisation techniques.
* Hands-on expertise with CRM and marketing technologies—particularly Salesforce Marketing Cloud (SFMC)—including campaign automation, journey building, segmentation, and performance tracking.
* Technically minded, with experience partnering with data teams to define data models that enable scalable personalisation and automation, ideally using predictive or AI-driven segmentation.
* Strong analytical skills, with the ability to interpret data and apply insights to optimise customer…