US CRM Program Strategist

Shell-posted 3 months ago
$146,000 - $218,000/Yr
Full-time • Mid Level
Houston, TX
Petroleum and Coal Products Manufacturing
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As the US CRM Program Strategist, you will be responsible for setting and executing strategies to support local CRM, exponentially growing Shell's total marketable universe, including the Total Active Contactable (TAC) audience, and delivering value across Shell Retail—encompassing fuel, electric vehicles (EV), and non-fuel retail segments (NFR). The scope includes B2C, B2B2C, and selected B2B segments, across all digital communication channels (app, text, email, etc.).

  • Design and execute future-ready loyalty and CRM strategies to drive customer acquisition, retention, and loyalty, integrating with CRM and anchored on customer insights.
  • Build and implement the next generation of loyalty, integrating CRM and ensuring end-to-end optimization across the customer purchase funnel.
  • Lead the transformation and execution of CRM and Digital Engagement strategy, embedding automation, personalization, and performance measurement at scale.
  • Own end-to-end delivery of lifecycle marketing programs and personalized campaigns.
  • Optimize customer engagement and retention through data-driven segmentation, channel mix, and content personalization.
  • Lead quarterly CRM planning, campaign reviews, and performance reporting to ensure delivery against KPIs and market goals.
  • Collaborate with analytics, marketing, and channel teams to measure campaign effectiveness and improve customer lifetime value.
  • Be accountable for working across Marketing teams (Fuels, Payment, Sponsorships, etc.) to ensure their objectives are met in CRM.
  • Manage complex external relationships (agency partners, wholesalers/dealers, consultants) and internal stakeholders (SVP, GMs, Sales, Operations, Marketing team).
  • Lead QBRs (Quarterly Business Reviews) with CRM agency and participate in Martech supplier QBRs.
  • Ensure CRM practices comply with data protection regulations and manage customer consent and preferences effectively.
  • Manage budgets related to CRM activities and ensure cost-effective execution.
  • Achieve accountabilities through influencing without authority and managing conflicting priorities/agendas.
  • Partner with Global, identifying key levers to maximize commercial value and leveraging global best practices.
  • Must have legal authorization to work in the US on a full-time basis for anyone other than the current employer.
  • Minimum of 10 years of related experience (CRM, Loyalty, Personalization, Transformational Program Management, preferably in mobility, convenience, or QSR).
  • Bachelor's degree required, ideally in marketing, business, or a related field.
  • Proven experience managing multi-channel CRM campaigns (email, app, SMS, etc.) and customer lifecycle programs.
  • Strong knowledge of Marketing Operations, CRM software, analytical tools, and practical AI application for hyper-personalization.
  • Extensive experience in designing/implementing CRM Martech programs and building CRM capabilities.
  • Mastery in Brand Management and developing/executing customer value propositions.
  • Strong financial and commercial acumen to analyze data and develop business case models.
  • Experience leveraging data and analytics to inform decision-making and create winning strategies.
  • Strategic thought leadership and ability to influence key stakeholders across all levels.
  • Excellent project management and communication skills, including presenting to non-SME audiences.
  • Experience managing communities, agency management, and running wide-scale change and engagement programs.
  • Entrepreneurial mindset: willing to make bold recommendations and challenge the status quo.
  • Learner mindset and passion for new technology; good knowledge of IT and Marketing technologies.
  • Thorough understanding of local market operational and marketing considerations.
  • Base salary range for this position is $146,000 - $218,000 per year.
  • Insurance coverage options include medical, dental, vision coverage, life Insurance, Business Travel Accident Insurance, and Occupational Accidental Death Benefit programs.
  • Participation in a company pension plan and a 401(k) plan.
  • Paid leave includes up to 6 weeks of paid vacation time, up to 11 paid holidays, and parental leave offering 16 weeks of paid leave for birthing parents, and 8 weeks of paid leave for non-birthing parents.
  • Short-term disability leave for up to 26 weeks at 100% or 50% of base pay as well as Long-Term Disability insurance.
  • Financial reimbursement for adoption, wellness, education, and personal learning expenses.
  • Some roles are eligible for discretionary long-term incentives.
  • Flexible working hours, and the possibility of remote/mobile working.
  • Paid parental leave, including for non-birthing parents.
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