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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 worldwide, featuring brands such as BP/M&S, ARAL/Rewe, Travel Centres America (TA), Thorntons, AM/PM, and others.
As the VP of 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 locally relevant and globally consistent where feasible. Your role involves identifying and co-creating common strategies with key markets; aligning omnichannel plans, loyalty programs, offers, and campaigns; and providing activation toolkits for local adaptation and execution. You will play a pivotal role in standardising activities, reducing duplication, ensuring consistency across markets, and optimising investments. You will lead a team of specialists dedicated to enabling seamless and differentiated M&C customer experiences for B2C, B2B, and B2B2C customers, supporting bp’s growth ambitions.
What you will deliver
* Lead the M&C Marketing NoE by overseeing Experience & Journey Innovation, Customer Offers, Loyalty, CRM, and Brand Management, as well as Communications Planning & Execution teams. Foster collaboration across these teams and priority markets to drive innovation, customer growth, efficiency, and marketing synergies.
* Be accountable for delivering impact across the entire M&C sub-entity by setting strategic direction and achieving results in all markets.
* Ensure the M&C Marketing NoE consistently meets KPIs by fostering a results-oriented culture, maximising MROI, enhancing brand health, increasing volume and profitability, and improving CLV.
* Influence and resolve conflicts across M&C markets with varying maturity and growth goals, requiring strategic judgment and stakeholder management.
* Establish new ways of working to set up the team as a new NoE, redefining approaches and implementing innovations to standardise and improve efficiencies across markets.
* Represent M&C Marketing in strategic growth initiatives such as C&P Marketing, Global and Europe Convenience, and bp pulse.
* Lead the co-creation, implementation, and ongoing innovation of the comprehensive CX strategy, including journey mapping and pain point analysis, alongside the M&C loyalty and CRM strategies in collaboration with key markets.
* Prioritise customer segments and coordinate with Insights & Intelligence NoE to identify insights and growth opportunities.
* Drive the development and lifecycle management of the M&C core customer offer and brand portfolio, including fuels, non-fuels (e.g., Wild Bean Cafe, bpME), and digital solutions, working closely with regional markets.
* Lead and manage M&C-specific brands, setting and monitoring brand targets as part of annual planning, and collaborating with the Brand NoE for support and new brand development.
* Develop omnichannel marketing plans and MarComms strategies, ensuring strategic alignment and cohesive implementation across digital and traditional channels to meet business goals. Drive interventions where necessary for alignment.
* Oversee the Hub’s pan-M&C channel execution for PPC, SEO, marketing websites, paid social, maintaining quality and compliance standards.
* Manage M&C brand activities, including master campaigns, seasonal content, and creative assets, ensuring global resonance with local adaptability.
* Ensure cost efficiencies through Marketing Mix Modelling (MMM) and production governance, managing demand from local markets and the NoE.
* Collaborate regularly with other NoE VPs and key local markets to align on global marketing activities.
* Stay at the forefront of marketing trends, exploring new tools, technologies, and approaches to keep bp competitive.
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