Loyalty Value Lead

Job Family Group:

Worker Type:

Posting Start Date:

Business Unit:

Experience Level:

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.

What you’ll be doing

• Strategy Translation & Roadmapping

  • 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.

• 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.

What we offer

You bring your skills and experience to Shell and in return you work with talented, committed people on one of the most important challenges facing our planet. You’ll have the opportunity to develop the skills you need to grow in an environment where we value honesty, integrity, and respect for one another. You’ll be able to balance your priorities as you become the best version of yourself.

• 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 encourages you to be the best version of yourself.

• Benefit from flexible working hours, and the possibility of remote/mobile working.

• Perform at your best with a competitive starting salary and annual performance related salary increase – our pay and benefits packages are considered to be among the best in the world.

• Take advantage of paid parental leave, including for non-birthing parents.

• Join an organisation working to become one of the most diverse and inclusive in the world. We strongly encourage applicants of all genders, ages, ethnicities, cultures, abilities, sexual orientation, and life experiences to apply.

• Grow as you progress through diverse career opportunities in national and

• international teams.

• Gain access to a wide range of training and development programmes.

We'd like you to know that Shell has a bold goal: to become one of the world’s most diverse and inclusive companies. You can get to know more about how we're working towards that goal, click here.

Shell in The Netherlands

The Netherlands is one of the two founding countries of the company. Here 9,380 employees (March 2024) of more than 100 nationalities jointly work to provide the country with energy for today, for tomorrow and for you. 

Energy for today 

The refinery at Shell Energy and Chemicals Park Rotterdam (Pernis) - Europe’s largest - is facing a cleaner future with less carbon emissions. Chemicals Park Moerdijk is transitioning to a circular future. Shell operates multiple wind and solar farms in the Netherlands. Both onshore and offshore, Shell is exploring for and producing oil and gas via the Nederlandsche Aardolie Maatschappij, NAM (50% Shell, 50% ExxonMobil). Shell is the market leader in transport fuels. Dutch motorists take 3 billion litres of fuel from 570 Shell retail stations (May 2024) annually, while thousands of Shell's own fast EV charge points and Shell Ubitricity normal charge points are being installed as we speak. 

Energy for tomorrow 

At the Energy Transition Campus Amsterdam (ETCA), research is conducted into low CO2 energy technologies and sustainable solutions for energy and chemicals. Near Rotterdam Shell builds Europe's biggest green hydrogen plant of the continent. From Amsterdam and The Hague, Shell Nederland leads the transition of the corporation to a more sustainable future, with 6.5 billion euros invested in solar panels, wind farms, green hydrogen, sustainable aviation fuel, EV charging and other groundbreaking solutions for the future. 

Energy for you 

Even after the company HQ moved to London in January 2022, Shell's commitment to the Netherlands remains very strong. The Hague still housing the headquarters of three of Shell's business divisions, and Rotterdam stays a key trading, marketing and sales hub for Shell products. Combined Shell in the Netherlands works to bring its wide range of energy products as close as possible to you as an energy consumer. This includes a Shell Impact Fund to make the energy transition closer to people with financial challenges, this includes EV chargers on the corner of your street via our daughter company Ubitricity and this includes keeping the country warm in winter with Liquid Natural Gas. 

-

DISCLAIMER: