CRM Lead

About the Role:

As a CRM Manager for the US you will 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 unique value proposition. You’re the bridge between global CRM foundations and local market execution, co‑creating and coordinating data‑driven campaigns across email, SMS, push, and app channels.

Your focus is on hyper‑personalised customer journeys that respond to real‑time signals and deliver relevance at every touchpoint, driving CLV and retention.

• Lead the definition and execution of the US CRM strategy for Mobility & Convenience, translating global frameworks into locally relevant programs across brands.
• Partner with US brand teams and the CRM campaign operations hub to design and deliver campaigns across email, SMS, push, and app, aligned with commercial objectives.
• Collaborate with local marketing teams to support partnership‑led campaigns by identifying the right CRM approach and ensuring brand‑relevant, commercially impactful execution.
• Adapt and manage automated, hyper‑personalised lifecycle programs that increase CLV, retention, and profitability.
• Work with the global CRM NoE to define and develop the personalization strategy and roadmap for US brand markets, using data signals to craft relevant, timely customer journeys.
• Establish robust CRM reporting and analytics frameworks focused on actionable insights and continuous optimisation.
• Deliver against M&C Marketing NoE KPIs: maximise 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.

• 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 organization supporting the American market.
• Proven ability to lead the development and optimisation of customer lifecycle, behavioural, and automated campaigns, with deep personalisation expertise.
• Hands‑on expertise with Salesforce Marketing Cloud (SFMC) including journey building, segmentation, and performance tracking.
• Technically minded, with experience partnering with data teams to define data models that enable scalable personalisation, ideally using predictive or AI‑driven segmentation.
• Strong analytical skills, interpreting data to optimise engagement and campaign performance.
• Experience implementing and scaling Mar Tech platforms, developing effective processes across teams.
• Demonstrated success in designing campaigns that meet key performance metrics across multiple channels.
• Proven ability to craft and deploy test‑and‑learn frameworks, loyalty measurement structures, and investment optimisation strategies.
• Excellent project management skills with a customer‑obsessed, value‑driven attitude.
• Experience working with offshore teams, particularly in India, to coordinate delivery and optimise workflows.
• Strong leadership and collaboration skills, driving alignment across cross‑functional and geographically diverse teams.

$140,000–$180,000. This range represents the expected base compensation at the time of posting.

US benefits include paid vacation (120–240 hours annually for full‑time employees), 9 paid holidays, 2 personal choice holidays, parental leave (up to 8 weeks), discretionary annual bonus, long‑term incentive program, 401(k) matching, and health, vision, and dental insurance.

Up to 10% travel expected.

Hybrid of office/remote working.

We are an equal opportunity employer and value diversity. We do not discriminate on the basis of race, religion, color, national origin, gender, sexual orientation, age, marital status, veteran status, or disability status. Individuals with accessibility needs may request accommodations related to the recruitment process.