Job Family Group:
Marketing Group
Job Description:
About the role
As Customer Marketing Lead, you will be a critical part of the Comms Planning, Channel & Execution sub-team within the M&C Marketing Network of Excellence. You will help turn M&C customer, commercial and brand priorities into clear, customer-led and scalable marketing activity that priority markets can adapt and complete with greater consistency, speed and impact.
You will lead defined customer marketing workstreams across campaign planning, trade-driving activation, CRM and lifecycle content, customer-facing channel guidance and toolkit development. Working with priority markets, the Hub and specialist teams, you will translate customer insight, market needs and performance learning into clear propositions, messaging hierarchies, briefs, content guidance and market-ready toolkits.
The role is both customer-led and commercially focused. Success means improving the quality, consistency and effectiveness of M&C marketing activity while supporting outcomes such as MROI, brand health, volume, profitability, CLV, loyalty engagement, registration and opt-in growth. You will use independent judgement, operational knowledge and a continuous improvement mentality to simplify delivery, reduce duplication and help markets activate stronger customer marketing, faster.
Role Responsibilities
Customer marketing strategy and planning
Lead defined customer marketing workstreams that translate M&C priorities, customer insight and local market annual plans into clear campaign plans, propositions, messaging hierarchies and activation guidance.
Develop customer-led campaign plans that support priority customer moments, long-term CX strategy, integrated annual plans and pan-M&C priorities.
Supply to annual and quarterly planning by providing customer, market and performance insight, with clear recommendations on where to focus, scale, test or improve.
Support the maintenance of the marketing calendar and messaging hierarchy, ensuring customer-facing activity is joined up, prioritised and aligned to business objectives.
Campaign, toolkit and activation delivery
Develop global campaign and toolkit outputs for agreed markets, from brief and strategy development through to execution guidance, toolkit creation and offshore hub handover.
Lead agreed trade-driving and customer activation workstreams, including the Trade Driving System (TDS), seasonal toolkits, CRM and lifecycle content, and related customer-facing channel activation where relevant.
Create clear, practical and reusable outputs that help markets complete activity consistently while adapting for local customer needs and commercial priorities.
Support the development of market-ready materials, including content guidance, channel assets, activation templates, messaging frameworks and production guidance.
Customer insight, propositions and content guidance
Translate customer insight, market needs and business priorities into clear customer propositions, messaging hierarchies, briefs and content guidance.
Use customer behaviour, performance data and channel learning to shape recommendations that improve relevance, loyalty, retention and measurable customer engagement.
Apply strong creative judgement to help ensure customer-facing communications are clear, distinctive, brand-consistent and effective by channel.
Work with specialist teams to ensure customer marketing activity is informed by the right insight, evidence and performance learning.
Performance, optimisation and effectiveness
Guide performance tracking and test-and-learn approaches for assigned campaigns and toolkits, including optimisation opportunities such as A/B testing where relevant.
Work with the Hub, markets and specialist teams to identify what is working, what needs to improve and what should be scaled, adapted or stopped.
Help improve customer-facing channel performance by maintaining quality, technical and creative standards, supporting compliance and embedding learning into future activity.
Connect marketing activity to commercial outcomes, including MROI, brand health, volume, profitability, CLV, loyalty engagement, registration and opt-in growth.
Market, Offshore hub and customer partnership
Partner with markets to understand local requirements, market opportunities and execution needs.
Co-create outputs with markets, creative agencies and specialist internal functions so that customer marketing activity is locally relevant, globally consistent and practical to complete.
Provide clear briefs, feedback and guidance to the Hub and agency partners, helping to ensure outputs meet the agreed customer, commercial, brand and channel objectives.
Communicate progress, risks, requests and opportunities clearly to relevant partners, bringing up issues early with a recommended point of view.
Standards, reuse and ways of working
Find opportunities to reduce duplication, increase reuse and make customer marketing delivery simpler, faster and more effective.
Role models strong delivery ownership by handling dependencies, tracking progress and maintaining a clear view of risks, decisions and next steps.
What you will need to be successful
Confirmed relevant marketing experience, ideally including customer marketing, campaign development, trade-driving activation, CRM/lifecycle communications or customer-facing channel marketing.
Experience developing integrated campaigns, toolkits, content guidance, CRM/lifecycle content, channel assets or activation materials that can be adapted across markets.
Strong customer and commercial judgement, with the ability to connect customer needs, market context, brand priorities and business outcomes.
Ability to translate customer insight, campaign performance data and channel metrics into clear briefs, recommendations and marketing actions.
Strong creative judgement, with the ability to judge what good looks like by channel and provide clear, constructive guidance to markets, the Hub and agency partners.
Good understanding of the marketing and channel mix, including owned channels, CRM, digital, paid social, OOH, POS and PR.
Strong project management and delivery ownership, including the ability to handle multiple workstreams, track dependencies, surface risks early and maintain quality standards.
Strong partner management and communication skills, with experience working collaboratively across markets, agencies, the Hub and specialist teams.
Confidence using independent judgement within agreed processes, including seeing opportunities to simplify ways of working, improve reuse and raise execution standards.
Customer-first and commercially minded approach, with the ability to balance customer relevance, brand consistency, channel effectiveness and measurable business impact.
Why Join Us?
At BP, we support our people to grow in a diverse and exciting environment. We believe that our team is strengthened by diversity.
There are many aspects of our employees’ lives that are significant, so we offer benefits to enable your work to fit with your life. These benefits can include flexible working options, a generous paid parental leave policy, excellent retirement benefits, among others.
We will ensure that individuals with disabilities are provided reasonable accommodation to participate in the job application or interview process, to perform crucial job functions, and to receive other benefits and privileges of employment. Please contact us to request accommodation.
Reinvent your career as you help our business meet the challenges of the future.
Apply now!
Travel Requirement:
Negligible travel should be expected with this role
Relocation Assistance:
This role is not eligible for relocation
Remote Type:
This position is a hybrid of office/remote working
Skills:
Advocacy, Brand Management, Commercial Acumen, Customer Segmentation, Generating customer insights, Listening, Offer and product knowledge, Offer Development, Sector, market, customer and competitor understanding, Translating strategy into plans
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Future Location Notice: This role will start in Sunbury, London. bp has announced a planned office move to Timber Square, London, with all positions currently advertised in Sunbury, including this one, expected to relocate around Q4 2027-Q1 2028. This presents an exciting opportunity for all employees and leaders to come together in one London location. The specific date of the move will be confirmed closer to the time.
Legal Disclaimer:
We are an equal opportunity employer and value diversity at our company. We do not discriminate on the basis of race, religion, color, national origin, sex, gender, gender expression, sexual orientation, age, marital status, socioeconomic status, neurodiversity/neurocognitive functioning, veteran status or disability status. Individuals with an accessibility need may request an adjustment/accommodation related to bp’s recruiting process (e.g., accessing the job application, completing required assessments, participating in telephone screenings or interviews, etc.). If you would like to request an adjustment/accommodation related to the recruitment process, please contact us.
If you are selected for a position and depending upon your role, your employment may be contingent upon adherence to local policy. This may include pre-placement drug screening, medical review of physical fitness for the role, and background checks.
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Disclaimer
This is a high-level summary only of terms and current discretionary benefits applicable to certain roles. Some rewards, benefits and policies are at managers’ discretion and vary depending on where you work within the business. All terms subject to contract and all discretionary benefits subject to policy and eligibility.
