Loyalty & Customer Engagement Manager PL

Shell Mobility in Poland is evolving from a traditional fuels retailer into a broader mobility and convenience business. The role is responsible for shaping and delivering the local loyalty, CRM and customer engagement agenda with a strong focus on growth, customer value, digital activation and commercial impact. It connects loyalty strategy with the end-to-end customer journey across fuel, convenience, app and digital touchpoints, including dedicated propositions for EV drivers and B2B2E solutions that link employers, fleet / business partners and end employees.

We are working in highly competitive environment. Resilience to stress, positive attitude as well as willingness to learn and develop are essential. So is the passion for service stations and mobility CVPs!

Purpose

Develop and execute a differentiated loyalty and customer engagement strategy for Poland that increases acquisition, retention, frequency, basket size and lifetime value, while ensuring compliance, effective budget use and strong crossfunctional delivery.

Key Accountabilities

• Develop and continuously optimize the local CRM, loyalty and customer engagement strategy for the Mobility business in Poland.
• Loyalty SPnA and C2 planning and management.
• Translate strategy into annual activity plans, campaigns and measurable initiatives delivered within approved budgets.
• Generate customer insight from research (GRT and local), transactional data and campaign results to identify growth opportunities and improve proposition effectiveness.
• Lead customer activation and retention across owned channels such as e-mail, app, in-station communication and social media, while identifying new channels and journeys.
• Design and evolve gifts, rewards and partnership concepts that strengthen customer value perception and commercial return.
• Own campaign performance analysis and recommend actions to improve penetration, activation, repeat purchase and customer lifetime value.
• Work closely with Sales & Operations, Fuels, Network, NFR and other relevant teams to ensure coordinated execution of customer initiatives.
• Ensure regulatory compliance and proper governance for loyalty, CRM and personal data management.
• Build external partnerships and negotiate value-adding collaborations that support customer growth and brand relevance.
• Drive the local customer agenda for EV drivers, charging occasions and design and execute seamless, end-to-end customer journeys across paid, owned, and earned channels (online & offline) ensuring that loyalty and CRM mechanics reflect the needs of electric vehicle customers.
• Develop B2B2E engagement concepts that enable employers or business partners to offer benefits, rewards or mobility-related value to their employees, with clear commercial logic and measurable adoption.
• Strengthen personalization, segmentation, lifecycle management and first-party data activation to improve relevance and return on marketing investment.
• Own the loyalty proposition across the full customer ecosystem, not only points and rewards, but also benefits, experiences, convenience services and partner-funded value.
• Define customer value management principles such as retention levers, frequency triggers, churn prevention and next-best-action logic.
• Co-shape the digital roadmap with app, CRM, data and product teams to improve enrollment, onboarding, activation and self-service journeys.
• Develop use cases for EV loyalty (e.g., charging behavior, route-based offers, charging + convenience bundles) and for B2B2E (employee benefit mechanics, salary-sacrifice style benefits, employer-sponsored mobility rewards).
• Expand partnership strategy into adjacent ecosystems such as convenience, mobility, fintech, food or employee benefits platforms where commercially relevant.
• Introduce broader success measures beyond transactions, for example retention, active rate, frequency, customer lifetime value, offer redemption and digital engagement.
• Collaboration with the CRM & Loyalty Specialist PL in managing e-vouchers, gift card programs and physical rewards available in the site / loyalty website
• Utilizing HIVE 9 marketing resource management system for planning, budgeting, and performance tracking
• Contract Management (Holder) - managing contract creation, execution and analysis to maximize operational and financial performance at an organization, all while reducing financial risk.
• Proven ability to design and execute seamless, end-to-end customer journeys across paid, owned, and earned channels (online & offline)

Key Performance Areas (illustrative)

• Loyalty and NFR transaction penetration
• Active customers / active members
• Driving new customer acquisition with a focus on increasing registrations and onboarding
• Active Shell App users and digital activation
• Campaign conversion and retention metrics
• Adoption of EV- and B2B2E-related propositions
• Budget management and return on marketing investment

Special Challenges

• Competitive market environment and pressure on customer relevance.
• Need for alignment across multiple functions and partners.
• Complexity of systems, data and execution processes.
• Balancing fast market response with governance and compliance requirements.
• Implementation of new platform (preparations will kick-off from Sep 2026)

Required Experience / Qualifications

• Degree holder with marketing and commercial experience; retail/mobility experience preferred.
• Strong background in CRM, loyalty, digital marketing and data-driven decision making.
• Proven strategic thinking combined with hands-on delivery and campaign execution.
• IT loyalty system knowledge (LOD, POS)
• Strong analytical capability and ability to translate insight into action.
• Adoption of AI for efficiency perspective.
• Excellent stakeholder management, influencing and negotiation skills.
• Ability to work effectively across cross-functional and multicultural environments.
• Experience with customer personalization, lifecycle management, partnership-led growth and digital product adoption would be a strong advantage.
• Understanding of EV customer journeys and/or employee benefit ecosystems (B2B2E) would be an additional advantage.
• Expectation of around 3 days per week in the office (if you have case for exception, please raise during application process)
• Fluent Polish (professional / near-native proficiency), Fluent English

As this Open Resourcing takes place during summer season, please provide in your application dates of your planned leave in the month of July so that it can be incorporated to potential assessment timelines.

Benefits Overview

We offer an annual performance bonus paid in February, along with a comprehensive benefits package. This includes Shell-sponsored medical and life insurance, with options to extend coverage at competitive rates. Our employees benefit from a diverse and inclusive culture where care and wellbeing are a priority. Our employees enjoy vacation benefit, three additional Personal Leave Days, dedicated wellbeing spaces, subsidized canteen, 24/7 access to psychologist, a Cafeteria program and sports cards.

We foster integration through team activities, employee clubs, and networks. Our hybrid work model is supported by a Workplace Accessibility program, and we offer access to online learning platforms and a broad range of development resources. Additional benefits include participation in a voluntary long-term savings plan (PPK), discounts on pension products (IKE/IKZE) and a discounted share purchase program.

If you don't see yourself fully reflected in every job requirement listed on the posting above, we still encourage you to reach out and apply. Research has shown that women and underrepresented groups often only apply when they feel 100% qualified. We are committed to creating a more equitable, inclusive and diverse company and we strongly encourage applicants of all genders, ages, ethnicities, cultures, abilities, sexual orientation, and life experiences to apply.

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