Translate the loyalty strategy into a clear tactical plan and maintain a prioritised backlog of initiatives with defined timelines, budgets, and quality metrics.
Align offers, marketing and campaign roadmaps with cross‑functional teams including Brand & Communications, CR and Shell Fleet Solutions.
Measure and refine tactics, offers and roadmap priorities using quantitative and qualitative insights.
Loyalty Value Lead at Shell
Performance Management
Develop and improve the loyalty KPI and performance framework, including the loyalty P&L, C3 margin, ROI, loyalty performance KPIs and Return on Loyalty metrics.
Optimise loyalty value delivery through strong performance tracking, customer insights, growth hacking, and programme optimisation.
Identify new growth levers and steer improvements across acquisition, retention, churn, basket size, visit frequency, and customer value.
Continuously triage existing and new initiatives to focus resources on the most impactful opportunities.
Illustrate the value of loyalty to stakeholders to build buy‑in for extending the role of loyalty in new initiatives and ongoing programme support.
Execution & Delivery
Ensure flawless execution and timely delivery of loyalty campaigns, features, and offers.
Coordinate end‑to‑end delivery through structured planning, cross‑team alignment, and proactive risk mitigation.
Ensure timely development and release of loyalty digital features to enable a seamless customer experience and improved conversion.
Drive continuous improvement through structured testing, learning, and iteration.
Lead cross‑functional performance teams.
Forecast and measure loyalty value per initiative and implement learnings and corrective actions.
What you bring
Strong experience in portfolio performance management, with a track record of driving measurable commercial impact.
Master's degree in Marketing, Commercial Business Economics, or a related discipline.
Proven experience in loyalty, CRM, performance marketing, analytics, or customer insights roles.
Ability to translate customer insights, data, and performance metrics into clear strategies, priorities and actionable plans.
Experience building and steering value‑focused roadmaps, including defining KPIs, developing business cases and managing delivery milestones.
Solid understanding of KPI frameworks, experimentation, Return on Loyalty, and data‑driven optimisation.
Strong strategic thinking, with the ability to simplify complexity, create clarity and focus teams on the highest‑value opportunities.
Confident decision‑maker who prioritises effectively, escalates early, and makes clear calls on when to accelerate, adapt or stop initiatives.
Demonstrated ownership and accountability for delivering value, improving performance and raising quality standards.
Ability to identify and translate internal and external best practices into practical, scalable actions.
Strong stakeholder management skills, with the ability to influence and align senior leaders across functions, markets and business lines.
Customer‑obsessed and insight‑led, with a deep curiosity for what drives behaviour and business value.
Curious and experimental mindset, comfortable testing hypotheses, learning quickly and iterating to improve outcomes.
Collaborative and inclusive team player, able to build trust and foster high‑performing cross‑functional partnerships.
Willing to challenge the status quo and advocate for initiatives that deliver the greatest customer and commercial impact.
Business‑level fluency in English; Dutch is a strong advantage.
Benefits
You bring your skills and experience to Shell and in return you work with talented, c
Additional Information
, Netherlands
Job Family Group:
Sales & Marketing
Worker Type:
Regular
Posting Start Date:
June 5, 2026
Business Unit:
Downstream and Renewables
Experience Level:
Experienced Professionals
Job Description:
What's the role
As Loyalty Value Lead, you'll join the Loyalty, CRM and Payment team within Shell's Mobility cluster across Benelux & France, responsible for the operations of nearly 1,000 service stations across four countries serving private customers, fleet drivers, and truck drivers.
As part of the Shell Mobility Marketing team, you will transform deep customer insights into a customer value‑focused portfolio that strengthens the fuels business, accelerates EV adoption and grows Convenience Retail. Our loyalty programme is a key growth engine in this strategy, enabling us to build long‑term relationships through increasingly personalised and relevant offers and experiences across B2C and B2B journeys.
With our active member base, you directly shape customer behaviour at scale, turning loyalty insights into measurable growth, margin, and lifetime value across markets. You will lead the cross‑functional performance team and play a pivotal role in setting priorities, aligning stakeholders and driving innovative, data‑backed actions with impact.
Shell · Rotterdam, Netherlands