Fuels Digital Execution Manager

BP Petrolleri A.Ş.

•Bachelor’s Degree. 
•Master degree or post graduate studies on digital/mobile Marketing, desired 

Key Relations

•Marketing and Operations retail teams in Turkey
•CoEs (mainly Digital, Brand & Comms & Loyalty)
•Digital partners
•Digital agencies 

Competency

Retail Market & Digital/Mobile marketing understanding
Generating and applying consumer & customer insights
Performance management 
Consumer Value Proposition Development
Project & Relationship Management
Several agency relationships from creative agencies to technical agencies.  
•Strong links with Operations team including District Managers and RTM’s
•Trading team
•Working across the marketing COE as relevant to ensure brand guidelines are adhered to and be the voice of the Turkey for creative development  
•Required - Experience in product management and/or category management in digital/e-commerce/mobile products/solutions within retail or services environment
•Required – Previous experience of social marketing activity
•Required - Demonstrated success in creating innovative, user friendly digital solutions for consumers in a retail environment.
•Required - Experience instigating programs from innovation/design through to go to market strategy, implementation and evaluation
•Required - Cross functional & virtual team leadership skills
•Required - Proven ability to balance consumer experience and business goals with a strong understanding of digital/mobile technology & supplier landscape 
•Ideal: Precious experience with CMS platforms and web analytics tools  (eg AEM / Google Analytics)

İŞ TANIMI

Purpose of Role:

BP is one of the most recognised brands globally. This is an exciting new role within the Turkey marketing department of BP retail (predominately B2C).

The role focuses on embedding digital into the way in which we communicate and service the needs of our customers. The success candidate would also be required to identity new opportunities for BP in the digital landscape to differentiate in order to win & retain high value customers.

This role would focus on two key areas;  

1.Mobile Marketing: Support the roll out of a mobile payment platform (BPme) into Turkish market. This would involve working across the business (global and local teams) to ensure that the product is successful in meeting the needs of the customer and is fully integrated into the existing loyalty platform and data capture/CRM plans.

2.Digital Marketing: Help transform Turkey BP Retail’s digital communications, through management of its digital agenda with main focus its social activity. Deliver more personalised branded communications to Turkish consumers, to ensure that they get the relevant message, at the right time in the right place.

This role would support the local marketing manager to build and own the digital experience offer pipeline (including mobile, social media as well as search in collaboration with the Comms Team…).  

This role interfaces with a number of key stakeholders (internally and externally) therefore the successful candidate will be able to influence stakeholders to ensure that the Turkish consumers are the forefront of the digital development agenda.

The role will be focused on taking strategic direction from the Global Centres of Excellence and working to ensure delivery in Turkey.  

Key Accountabilities Expected from Role:

Mobile App (BPme)
 
•Bring to market and manage the in-market mobile payment platform  in conjunction with Global Marketing CoE & BPMe Program team as well as Loyalty COE & local implementation, leveraging market trends and consumer insights to ensure a product roadmap that is fit for purpose and supports consumer experience and business goals over time. The main objective is to offer a fully integrated mobile product, that enables payment, but also integrates all transactional data and helps the costumer to do their loyalty transaction and receive relevant loyalty offers within the same platform.
•Lead the in-market project implementation to launch BP’s mobile consumer strategy and offer, leading the virtual team across Marketing, Customers, IT&S, Procurement and Suppliers to deliver fit for purpose solutions within agreed commercial boundaries. 
•As the end-to-end owner of mobile consumer experience across all touch points in market, partner with peers and stakeholders across Insights, Loyalty, CRM, Brand & Communications, Retail Ops, dealers and IT&S to deliver the best possible digital experience for consumers.
•Work with the appointed mobile suppliers in partnership with Global Marketing CoE relationship owner. Partner with Retail Operations & Dealer Sales to ensure suppliers are properly integrated to meet operational requirements.
•Own the tracking and business reporting of the app once in live in market, interfacing with the Global COE, Loyalty COE and agency partners to grow engagement as required.  
•Work with the COE marketing and Turkey teams to develop and implement a customer led digital offer pipeline.
•Use an expert level understanding of the digital landscape and a passion for digital consumer engagement to advocate mobile first thinking across the organization.

 Digital Marketing 
 
•Own and develop a multi-channel go to market marketing plan. In partnership with relevant design/creative agencies and mobile development partners. 

•Partner with Global Marketing CoEs to ensure adherence to global playbooks, sharing of best practice and leveraging of global relationships where possible. 

•Work with Turkey agencies and operational teams to land the permanent and tactical elements of the POS and assets for launch.

•Develop and manage the Turkey retail social agenda, working with the Global Marketing COE and other Turkey retail business stakeholders to create brand and campaign related content. 

•Own the Turkey retail website and ensure updated with brand and campaign related content, ensuring all content fit for mobile first and search optimised accordingly.

 •Support Turkey Brand & Comms Manager to guide digital media investment e.g. Search Engine Marketing / Programmatic Media) and on attribution.