Loyalty & CRM Manager

Established in 1992, Applegreen is a leading convenience roadside retailer in the Republic of Ireland, the UK and the US in both large-scale Motorway Service Areas and Travel Plazas, as well as smaller petrol stations. The business has grown to over €3BN in annual revenue, operating over 600 Motorway Service Plazas and forecourt sites internationally and employing over 15,000 people. Our products and services include large scale food and beverage operations, convenience stores, roadside refuelli

Established in 1992, Applegreen is a leading convenience roadside retailer in the Republic of Ireland, the UK and the US in both large-scale Motorway Service Areas and Travel Plazas, as well as smaller petrol stations. The business has grown to over €3BN in annual revenue, operating over 600 Motorway Service Plazas and forecourt sites internationally and employing over 15,000 people. Our products and services include large scale food and beverage operations, convenience stores, roadside refuelli Show more

Skills and attributes

• 6+ years with direct experience in loyalty and CRM communication programmes
• Deep understanding of digital technology development processes

Description

Role Introduction:

Established in 1992, Applegreen is a leading convenience roadside retailer in the Republic of Ireland, the UK and the US in both large-scale Motorway Service Areas and Travel Plazas, as well as smaller petrol stations. The business has grown to over €3BN in annual revenue, operating 600 Motorway Service Plazas and forecourt sites internationally and employing over 16,000 people.

Applegreen is in a rapid growth phase and to support this ambitious growth, we are seeking to onboard an experienced Loyalty & CRM Manager to join our new team and lead the development and management of the loyalty program.

This role will form part of the Commercial team and reports to the Head of Digital & Partnerships. It is an exciting opportunity for the right candidate to excel. The successful candidate will be a confident people person who can fit into Applegreenseamlessly and adopt a hands-on approach to their role.

Key Responsibilities:

As Applegreen expands, the responsibilities will evolve and change over time. The core responsibilities will centre around the following areas:

· Develop the product vision and roadmap for the loyalty platform to deliver the best consumer experience, driving customer acquisition and conversion.

· Lead planning sessions to translate business requirements into feature requirements. Effectively document requirements and work with external digital technology providers to plan and execute loyalty product development.

· Manage feature delivery plan, ensuring key release dates are met on time and on budget.

· Own the loyalty programme and campaign calendar. Management of the roadmap of benefits, rewards & campaigns including supporting communications programme.

· Design, manage and deliver the CRM strategy to maximize customer acquisition [in-store and online], loyalty, retention, and lifetime value.

· Leverage CRM tools to develop meaningful segmentation, personalise and optimise promotional offerings and develop automated workflows.

· Work closely with the Partnerships Lead to build and manage the loyalty partner portfolio.

· Support the Customer Services team in any loyalty related queries.

The Candidate should have the following:

Qualifications, experience & skills

· 6+ years with direct experience in loyalty and CRM communication programmes in-house [preferably in retail or hospitality industry] or agency.

· Deep understanding of digital technology development processes for iOS/Android App and mobile platforms.

· Strong technical acumen and understanding of digital and retail technologies, including but not limited to point of sale systems, payments processing systems, integration architecture, database management, customer segmentation, app development and tracking/tagging.

· Strong analytical skills with the ability to extract customer insights to guide loyalty program strategies.

· A comprehensive understanding of email marketing / SMS / notification channels.

· Attention to detail and strong project management skills.

· Strong interpersonal skills that allow you to speak to both technical and non-technical audiences.

Additional key skills & attributes:

· A dynamic individual who adapts well to change and can thrive in a rapidly growing organisation that continues to evolve.

· Proven track record of delivering to tight deadlines.

· A highly organised individual with ability to plan and prioritise workloads effectively for maximum impact and adapt around changing priorities as required.

· Ability to execute directly at high quality and pace.

· Excellent drive, enthusiasm and commitment and a keen interest in developing a career in Applegreen.

· A ‘can do’ attitude and a positive solution focused mindset.

· Has strong commercial acumen and a focus on delivering value to the business.

· Exceptional interpersonal skills, and ability to engage and develop relationships with individuals at all levels of the organisation.

· Be a self-starter, and also be able to work collaboratively as a member of a highly interdependent team across many parts of Applegreen.

· Is resilient and calm under pressure and comfortable dealing with ambiguity.

· Has sound judgement and objective logical decision-making skills.

· Has strong leadership potential and management skills, who will be a role model for the people and culture at Applegreen.

· Willing to travel ad hoc if required.

Illustrative Application & Screening Process (subject to change):

o Please submit an up to date tailored CV (max 2 pages).

· Interview & Selection Process:

o Two interview rounds will be required for this role.

Applegreen Stores is an Equal Opportunity Employer