Head of Loyalty & CRM

About the Role

Joining bp as the Head of Loyalty & CRM positions you within the local Marketing Leadership team to spearhead the creation and execution of loyalty and customer relationship management programs that drive concrete business results. This role requires partnered collaboration with the VP of Marketing and specialized Networks of Excellence teams to tailor global and regional loyalty strategies to the local market context and customer behaviour.

Key Responsibilities

• Lead a team in designing and deploying comprehensive loyalty and CRM initiatives aligned to company objectives, enhancing customer retention and lifetime value.
• Integrate local consumer insights and market-specific opportunities supported by teams across Insights, Innovation, Hub, and Sales units.
• Co-develop loyalty strategies ensuring alignment between global frameworks and local execution with senior marketing leadership and regional CRM leads.
• Fully own the deployment and business outcomes of loyalty and CRM schemes, maintaining alignment with commercial goals and brand standards.
• Effectively engage cross-functional partners to foster alignment and collaboration.
• Establish and nurture strong relationships with loyalty vendors, sponsors, key opinion leaders (KOLs), affiliates, and external stakeholders, continuously exploring new partnership avenues.
• Lead contract negotiations and assure excellent operations for loyalty initiatives across B2C, B2B, and B2B2C sectors.
• Ensure flawless multi-channel execution across loyalty platforms, suppliers, distributors, and customer touchpoints to deliver a seamless brand experience.
• Oversee program analytics to measure effectiveness, extract insights, and implement continuous improvements.
• Contribute to future technology development by providing feedback to specialist teams, championing innovation in customer journeys and loyalty programs.
• Meet key performance indicators related to marketing return on investment, profit and loss, brand health, customer engagement metrics, service level agreements, and asset utilization.
• Manage significant program budgets and contribute to financial planning with careful fiscal management.

Requirements

• Minimum 10 to 15 years’ experience in loyalty marketing, CRM, or customer engagement, preferably within large multinational matrix organizations.
• Proven leadership capabilities managing diverse, multi-location teams and fostering inclusive, high-performance cultures.
• Ability to tailor global loyalty strategies for local markets and generate impactful business outcomes.
• Strong skills in stakeholder and partner management across complex ecosystems, building trust and alignment.
• Analytical expertise to interpret data and optimize program performance effectively.
• Excellent communication and cross-functional collaboration skills to influence at multiple organizational levels.
• Robust project management experience ensuring delivery of high-impact initiatives focused on customer value and sustainable business growth.
• Business acumen and digital savvy to innovate and lead future-facing loyalty strategies.

Why Work with bp?

bp fosters diversity and inclusion to empower employees and encourage innovation. The company offers a supportive work environment which includes flexible working arrangements, comprehensive health insurance coverage, paid parental leave, and extensive learning and development programs. Accommodations are available to support individuals with disabilities throughout the recruitment process.

Additional Information

• This role involves no travel requirements.
• Relocation assistance is not available for this position.
• The work setup is hybrid, combining office and remote work.

Legal and Compliance

bp is committed to equal opportunity employment and does not discriminate based on personal or demographic attributes including race, gender identity, disability status, or other protected classes. Employment may be contingent on compliance with local policies such as drug screening, medical fitness, and background checks depending on role requirements.