Head of Loyalty & CRM

At bp, we’re committed to creating an inclusive, supportive, and high‑growth workplace where every individual can thrive. Our benefits include flexible working options, an open and collaborative culture, strong work–life balance, comprehensive life and health insurance, medical coverage, and extensive learning and development opportunities to help you shape your career with purpose.

Role Overview

As the Head of Loyalty & CRM, you will play a pivotal role within the local Marketing Leadership team. You will be responsible for driving measurable business impact by shaping and delivering high‑performing loyalty and CRM programs across the market. This position requires close partnership with the VP of Marketing and Networks of Excellence (NoEs) to co‑create global and regional loyalty strategies, ensuring they reflect local customer needs and contextual realities.

You will translate these strategies into effective market‑ready programs that boost customer acquisition, retention, and lifetime value. In addition, you will collaborate with regional and NoE teams to ensure loyalty initiatives are fully integrated into the wider omni‑channel customer experience. This includes serving as a key point of contact for internal and external partners, leading strategic negotiations, and ensuring all contractual obligations are met.

This is a critical leadership role focused on delivering extraordinary loyalty programs that accelerate customer advocacy, strengthen P&L performance, and create a consistent, unified brand experience.

What You Will Deliver

• Lead and inspire a team to design and implement comprehensive loyalty and CRM programs that deliver against company goals and significantly enhance customer retention.
• Champion local insights—Leverage local context, customer behaviour, and market‑specific opportunities (with support from I&I NoE, Hub, and Sales teams).
• Co‑create loyalty strategies with the VP of Marketing, NoEs, and regional CRM leads, ensuring alignment between global frameworks and local market needs.
• Own the end‑to‑end development and implementation of loyalty and CRM programs in your region, with full accountability for business impact, customer conversion, retention, and alignment with commercial plans and brand standards.
• Engage and influence diverse collaborators, securing alignment from multiple internal partners across the organisation.
• Build and maintain strong partner relationships with loyalty vendors, sponsors, KOLs, affiliates, and other external stakeholders—continuously exploring new partnership opportunities.
• Lead partner and contract negotiations, ensuring operational excellence across B2C, B2B, and B2B2C loyalty programs.
• Ensure seamless execution across channels, loyalty platforms, suppliers, distributors, and customer touchpoints, delivering a unified end‑to‑end experience.
• Monitor, measure, and optimise program performance, empowering the team to extract insights and drive continuous improvement.
• Shape future technology capability by providing ongoing feedback to NoEs and championing enhanced customer journeys and loyalty innovation.
• Deliver loyalty and CRM KPIs related to MROI, P&L performance, brand health, customer metrics, SLA adherence, and increased asset utilisation.
• Manage significant budgets, providing inputs to budget planning and ensuring responsible financial stewardship.

What You Will Need to Be Successful

• 10–15+ years of experience in loyalty marketing, CRM, or customer engagement roles, with a proven record of driving customer retention and value—preferably within a multinational matrix organisation.
• Strong leadership skills, with experience managing diverse teams across locations and fostering a high‑performance, inclusive culture.
• Expertise in adapting global strategies for local execution and delivering impactful results through loyalty programs.
• Exceptional stakeholder management, with the ability to build trust and alignment across complex partner ecosystems.
• Analytical mindset with the ability to interpret performance data and drive optimisation.
• Excellent communication and collaboration skills, comfortable influencing across functions and levels.
• Robust project management skills, with the ability to deliver high‑impact initiatives while staying focused on customer value and long‑term business outcomes.
• Strong business and digital competence, enabling forward‑thinking, innovative loyalty strategy development.

Why Join Us?

At bp, we believe diversity strengthens our teams and fuels innovation. We are committed to fostering an inclusive environment where everyone is respected, supported, and empowered to grow.

We offer benefits designed to support both work and life, such as:

• Flexible working arrangements
• Comprehensive medical and insurance benefits
• Paid parental leave
• Learning and development opportunities
• Reasonable accommodations for individuals with disabilities throughout the hiring process

Join us and help re‑imagine loyalty for the future—driving meaningful customer relationships and long‑term business impact.