BP's Customers & Products group is diverse and focuses on delivering excellent products and services to millions of customers globally. Our business units include: Air BP, Castrol, Mobility & Convenience (Retail) and BP Pulse.
We are currently searching for a VP of Marketing to lead our global marketing centre of excellence (NoE) for Mobility & Convenience which includes over 20,000 retail sites globally including brands such as BP/M&S, ARAL/Rewe, Travel Centres America (TA), Thorntons, AM/PM and many more!
As the VP M&C Marketing, you will lead the M&C Marketing Network of Excellence (NoE), responsible for designing and delivering an end-to-end integrated M&C customer experience that is relevant at a local level and consistent globally where possible. Your role will be key in identifying and co-creating common strategies with priority markets; aligning omnichannel plans, loyalty, offers, and campaigns; and delivering activation toolkits for local market adaptation and execution. You will play a central role in standardising key activities and reducing duplication, ensuring consistency across markets and optimising investment. You will lead a team of specialists, responsible for enabling seamless and differentiated M&C customer experiences for B2C, B2B, and B2B2C customers, and delivering on bp’s growth ambitions.
What you will deliver
* Lead the M&C Marketing NoE by overseeing the activities and performance of the Experience & Journey Innovation, Customer Offers, Loyalty, CRM and Brand Management, Comms Planning & Execution sub-teams. Foster collaboration across sub-teams and priority local markets to drive innovation and customer growth, enhance efficiency, and achieve synergies in marketing operations.
* Accountable for delivering impact across the entire M&C sub-entity, setting the strategic direction and delivering results across all markets.
* Responsible for ensuring the M&C Marketing NoE consistently achieves KPIs by embracing a results-oriented culture and aligning team efforts toward maximising MROI, improving brand health, increasing volume and profitability, and enhancing CLV.
* Responsible for influencing and problem solving across all M&C markets, of varying maturity and growth ambition, requiring strategic judgement and conflict resolution across multiple stakeholders
* Accountable for establishing new ways of working to set up the team as a new NoE for the sub-entity, redefining approaches and implementing new ideas to move towards more standardisation and efficiencies across markets
* Represent M&C Marketing across strategic growth initiatives (C&P Marketing, Global and Europe Convenience, bp pulse etc).
* Lead the co-creation, implementation and continued innovation of the end-to-end integrated CX strategy (including journey mapping, pain points analysis) and the aligned M&C loyalty and CRM strategy, in collaboration with priority local markets.
* Accountable for the prioritisation of relevant customer archetypes/segments and lead the co-ordination with the Insights & Intelligence NoE to identify insights and future growth opportunities.
* Drive the development and lifecycle of the M&C core customer offer and brand portfolio, spanning fuels and non-fuels (e.g. Wild Bean Cafe, bpME and digital solutions such as apps), working with priority markets within the regions.
* Lead and manage M&C-specific brands ensuring brand targets are set and monitored as part of annual planning and working with brand NoE to ensure relevant group linkages and for support with new brand development.
* Accountable for the creation of omnichannel marketing plans and MarComms strategy, driving pan-regional strategic alignment and output across sub-entities and the NoE. Ensure that these are aligned with the integrated CX strategy, implemented cohesively across digital and traditional channels and deliver business objectives. Create interventions where needed to drive alignment.
* Oversee the Hub’s pan-M&C channel execution for PPC, SEO, in-scope Marketing Websites (not C&EA), paid social and ensure it maintains quality and compliance standards.
* Accountable for M&C brand management activities including creating and governing master campaigns, seasonal content, and creative assets that resonate globally while allowing for local adaptation.
* Responsible for cost-efficiencies derived from Marketing Mix Modelling (MMM) and production, governing the Hub demand from local markets and the M&C Marketing NoE.
* Regularly collaborate with other NoE VPs and priority local markets to align on the marketing activities that will be performed at a global level.
* Stay at the leading edge of marketing trends, identifying opportunities to implement new tools, technologies, and approaches to keep bp ahead of the competition.