Define the CRM and personalised marketing strategy for the Netherlands, Belgium and Luxembourg, covering segmentation, lifecycle journeys, targeting logic, channel roles, and personalisation.
Optimise our CRM operating model: governance, ways of working, processes, and collaboration frameworks with Brand & Communications, Loyalty and Digital.
Build a multi-market CRM roadmap aligned to customer value, commercial priorities, market context and data-driven insights.
CRM Orchestration & Channel Strategy
Plan and orchestrate CRM and personalised marketing activities across email, app, push, in-app, marketing automation workflows, and digital triggers.
Ensure relevance and personalisation through segmentation, triggers, lifecycle design, and data-driven decisions.
Partner with Brand & Communications for creatives and content creation, to ensure CRM messages are brand-aligned, timely, and impactful.
Performance Management & Continuous Optimisation
Create actionable insights from CRM KPI frameworks, dashboards, and reporting.
Drive measurable improvements in engagement, activation, conversion, retention, churn reduction, and customer value.
Lead A/B testing, experimentation, and personalisation optimisation based on insights.
Identify new opportunities for customer-centric growth and commercial impact through CRM.
Market Coordination
Orchestrate cross‑market CRM consistency, with local adaptation where required.
Optimise our tactics and procedures to create a lean delivery framework.
Leverage the value of the Air Miles coalition partnership to drive Shell GO+ growth, customer activation, and commercial returns.
What you bring
Bachelor's degree in Marketing, Economics, or a related field.
Strong experience in loyalty, CRM, customer insights and marketing.
Proven ability to develop and execute campaign roadmaps, delivering against targets, KPIs and timelines.
Experience in steering performance improvement across acquisition, engagement, retention, churn, and customer value.
Ability to translate data and performance insights into clear commercial priorities and actionable growth initiatives.
Solid understanding of KPI frameworks, measurement and data driven optimisation.
Good grasp of loyalty business models and underlying data architecture.
Customer‑centric and insight‑driven, with a continuous focus on improving value.
Strategic thinker with the ability to simplify complexity and optimise CRM tactics.
Ownership, accountable for outcomes, delivery, and commercial impact.
Collaborative and influential across stakeholders, functions, and markets.
Fluent in Dutch and French, with strong proficiency in English.
Resilient and adaptable, able to perform under pressure while identifying new and improved ways of working.
Well organized, with the ability to coordinate effectively across functional teams.
Benefits
Progress as a person as we work on the energy transition together.Continuously grow the transferable skills you need to get ahead.Work at the forefront of technology, trends, and practices.Collaborate with experienced colleagues with unique expertise.Achieve your balance in a values-led culture that e
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 CRM Marketer, 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 play a key role in delivering more personalised and relevant offers and experiences for our customers. You will grow the value of our Shell GO+ loyalty programme by improving customer satisfaction, retention, visit frequency and basket size, directly contributing to fuels growth, accelerating EV adoption and expanding Convenience Retail.
Our loyalty programme is a key growth engine, enabling us to build long‑term customer relationships. In this role, you will translate customer insights into targeted CRM campaigns and journeys, increasing loyalty value through data‑driven engagement and optimised execution that delivers measurable growth, margin and lifetime value. You will leverage the value of the Air Miles coalition partnership to drive Shell GO+ growth, customer activation, and commercial returns.
Shell · Rotterdam, Netherlands