Job Family Group:
Marketing Group
Job Description:
This role offers the opportunity to shape the future of one of the industry's most recognizable brand portfolios while driving measurable business growth through world-class marketing leadership.
Responsible for developing and executing integrated marketing strategies for bp's TravelCenters of America. Leading a team of approximately ~10 marketing professionals and leveraging both centralized and offshore capabilities, this role is accountable for increasing the impact of nearly $100 million in annual marketing investment to drive customer acquisition, engagement, loyalty, brand growth, and business performance.
Building outstanding capabilities across CRM, media, social, digital marketing, B2B communications, and retail activation while fostering a culture of data-driven decision-making and continuous optimization. Ensuring marketing investments deliver measurable returns, drive incremental business growth, and contribute directly to key commercial and customer KPIs.
Key ResponsibilitiesStrategic Marketing Leadership
- Develop and lead the execution of the multi-year marketing strategy for bp's Convenience & Mobility business across the Americas.
- Bring business objectives to life through integrated marketing plans; drive growth, increase brand awareness, and strengthen customer and consumer engagement.
- Partner with commercial, operations, digital, loyalty, category management, and executive leadership teams to align marketing initiatives with business priorities.
- A strategic advisor to senior leadership on customer trends, marketplace dynamics, competitive activity, and marketing performance.
Brand & Customer Growth- Lead marketing across the TCA brand portfolio, ensuring consistency while improving each brand's unique growth opportunity.
- Drive end-to-end customer engagement strategies that move consumers through the marketing funnel from awareness through conversion, retention, and advocacy.
- Ensure all marketing activity is aligned to delivering measurable customer and commercial outcomes.
Omnichannel Marketing Execution- Oversee all regional marketing activities
- Loyalty and Customer Engagement Programs
- Promotional and Seasonal Campaigns
- Lead the development and execution of integrated campaigns that connect brand, customer, and business objectives.
Marketing Effectiveness & ROI- Own the strategic allocation and optimization of marketing spend.
- Develop robust performance measurement frameworks that clearly connect marketing investment to business outcomes.
- Establish and oversee KPIs across brand health, customer acquisition, conversion, retention, loyalty, and revenue impact.
- Continuously challenge existing assumptions, identify optimization opportunities, and reallocate investments to increase return on marketing spend.
- Champion a culture of test-and-learn experimentation and performance improvement.
Team Leadership & Capability Building- Lead, coach, and develop a high-performing team marketing professionals.
- Build a strong culture centered on accountability, innovation, collaboration, and customer focus.
- Effectively leverage offshore, agency, and centralized marketing resources to create a scalable, high-performing marketing organization.
- Foster marketing excellence by establishing consistency, frameworks, and standards across the organization.
- Partner with internal collaborators, agencies, vendors, and external partners to ensure seamless execution and strong business results.
- Build productive relationships with global and regional partners to align priorities and enhance shared capabilities.
- Be the connector between centralized marketing functions and business leadership teams.
Required Experience
- 10+ years of progressive marketing leadership experience, including responsibility for integrated consumer marketing programs.
- Demonstrated success leading large-scale marketing budgets and delivering measurable business impact.
- Experience leading multi-channel marketing across CRM, digital, media, social, communications, and retail activation.
- Proven track record leading and developing high-performing teams.
- Experience managing agency relationships and cross-functional groups.
- Strong analytical capabilities with demonstrated ability to connect marketing investments to commercial outcomes.
- Bachelor's degree in Marketing, Business, Communications, or related field or equivalent
- Experience within retail, convenience retail, consumer packaged goods, petroleum, mobility, hospitality, restaurant, or related consumer-facing industries.
- Experience working within complex, matrixed global organizations.
- Loyalty, customer engagement, and data-driven personalization strategies.
Travel Requirement:
Up to 25% travel should be expected with this role
Relocation Assistance:
Relocation may be negotiable for this role
Remote Type:
This position is a hybrid of office/remote working
Skills:
Agility core practices, Agility core practices, Category spend profiling, customer and competitor understanding, Customer centric thinking, Customer experience, Customer Experience Metrics, Customer Journey Mapping, Customer Profitability, Customer promise execution, Customer Segmentation, Customer service delivery excellence, Customer Value Proposition, Decision Making, Digital Fluency, Digital Innovation, Generating customer insights, Innovation Management, Loyalty Management, market, Marketing strategy, Negotiating, Project Leadership, Proposition development, Sector {+ 2 more}
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