Entity:

Customers & Products

Job Family Group:

Marketing Group

Job Description:

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, TravelCenters 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!

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, TravelCenters 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.

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 engagement and campaign performance.
• Experience in implementing and scaling new MarTech platforms, including developing effective processes and workflows across teams.
• Demonstrated success in designing and implementing campaigns that meet key performance metrics (e.g. open rates, click-through rates, conversions, and sales) 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 that balances strategic goals with delivery excellence.
• Experience working with offshore teams—particularly in India—to coordinate campaign delivery, optimise workflows, and foster collaboration.
• Strong leadership and collaborator management skills, with a track record of driving alignment across cross-functional and geographically diverse teams

How much we pay (Base): $140,000-$180,000 *Note that the pay range listed for this position is a genuinely expected and reasonable estimate of the range of possible base compensation at the time of posting.

This position is eligible for US Benefits – Core. This position offers paid vacation depending on your years of relevant industry experience and will range from 120 – 240 hours[LC1] of vacation per year for full time employees (60 - 240 hours of vacation per year for part time employees). You will also be eligible for 9 paid holidays per year and 2 personal choice holidays. You may learn more about how we calculate paid vacation and view our generous vacation and holiday schedules at Core U.S. Benefits.

Bp has a parental leave policy as well, which offers up to 8 weeks’ paid leave for the birth or adoption of a child. Learn more by visiting Core U.S. Benefits.

We offer a reward package to enable your work to fit with your life. These offerings include a discretionary annual bonus program, long-term incentive program, and generous retirement benefits that include a 401k matching program. These benefits include a pension for eligible employee[LC2] . You may learn more about our generous benefits at Core U.S. Benefits.

As part of bp’s wellbeing package, bp offers access to health, vision, and dental insurance, as well as life and Short-Term Disability and Long-Term Disability. You may learn more about our generous benefits at Core U.S. Benefits.

We are an equal opportunity employer and value diversity at our company. We do not discriminate based on race, religion, color, national origin, gender, sexual orientation, age, marital status, veteran status, or disability status. We will ensure that individuals with disabilities are provided reasonable accommodation to participate in the job application or interview process, perform crucial job functions, and receive other benefits and privileges of employment. Don’t hesitate to get in touch with us to request any accommodations.

Travel Requirement

Up to 10% travel should be expected with this role

Relocation Assistance:

Relocation may be negotiable for this role

Remote Type:

This position is a hybrid of office/remote working

Skills:

Agility core practices, Agility core practices, Analytical Thinking, Brand Management, Business Acumen, Commercial Acumen, Communication, Creativity and Innovation, customer and competitor understanding, Customer centric thinking, Customer Journey Mapping, Customer Segmentation, Customer Service Design, Customer Value Proposition, Delivers an effortless customer experience, Developing creative marketing content, Digital Fluency, Generating customer insights, Loyalty Management, market, Marketing strategy, Offer execution and growth, Proposition development, Retail Category Management, Sector {+ 1 more}

Legal Disclaimer:

We are an equal opportunity employer and value diversity at our company. We do not discriminate on the basis of race, religion, color, national origin, sex, gender, gender expression, sexual orientation, age, marital status, socioeconomic status, neurodiversity/neurocognitive functioning, veteran status or disability status. Individuals with an accessibility need may request an adjustment/accommodation related to bp’s recruiting process (e.g., accessing the job application, completing required assessments, participating in telephone screenings or interviews, etc.). If you would like to request an adjustment/accommodation related to the recruitment process, please contact us.

If you are selected for a position and depending upon your role, your employment may be contingent upon adherence to local policy. This may include pre-placement drug screening, medical review of physical fitness for the role, and background checks.