Entity:
Customers & Products
Job Family Group:
Marketing Group
Job Description:
As Fleet Marketing Manager, you will lead a team focused on driving long term growth and engagement across the TravelCenters of America network via marketing and activation plans for consumers, including professional drivers, and fleet managers. You will work as a critical part of the local market team alongside the Hub and Sales team, by supporting with developing and executing impactful pro driver and fleet experiences and ensuring that optimal content and materials are brought to market. This role plays a key part in improving TA, supporting TA business improvement plans, and creating high impact engagements that drive large scale, strategic impact for the US market, aligned to customer and business needs.
What you will deliver
- Stand as the marketing lead for TA, across all lines of business, building key relationships with collaborators while representing marketing to the organization.
- Employing insights and intelligence on fleet growth opportunities, support the adaptation and development of annual plans, product and offer strategies & activation toolkits into marketing plans that will drive engagement and sales growth.
- Align and integrate with all business teams to protect and grow volume and margin with both foundational and differentiated offers and programs.
- Lead B2B segmentation in partnership with global marketing team, including insight mining, and insight articulation to broader business interested parties. Ensure key collaborators are familiar with and versed in fleet and ABM segmentation, their insights, and opportunity potential.
- Work directly with Fleet Sales teams to sell-in and ensure their consistent engagement and execution of branded B2B programs and offers across all customer segments.
- Represent the voice of the pro driver and fleet customer during the creation of B2B and B2C marketing offers and programs to ensure optimal customer consensus and execution.
- Monitor and manage performance for all marketing programs, including fostering of key vendor/partner/agency relationships.
- In close collaboration with the Hub and other key team members, manage the adaptation of offers, programs, digital assets, creative content marketing materials and claims, so they’re relevant and impactful for pro drivers and fleets.
- Responsible for the value proposition of customer-facing engagements, events, and marketing materials.
- Coordinate, manage and deliver in-person activities, events, and sales enablement initiatives for customers and consumers, ensuring timely and impactful engagement with the correct content, materials and toolkits. Also, if any issues do occur then support in addressing them and developing resolutions across multiple interested parties.
- Support with A/B testing and experimentation to refine and optimize content specifically for fleets, providing inputs from your perspective.
- Accountable as part of the team to ensure compliance with local regulations, tax, and language standards for all marketing activities.
- Monitor and report pro driver and fleet performance to TA and local marketing leadership, finding opportunities to optimize strategies and content, continuously championing the customer.
- Responsible for meeting or exceeding defined campaign metrics and objectives and key results. Increase Hub utilization, asset and content re-use, and the fulfilment of SLAs year-on-year.
- Lean on your operational experience to support the planning and budgeting processes within your wider team.
What you will need to be successful
- 7+ years’ experience in marketing, partner management, or sales enablement, preferably in a multi-national matrix organisation.
- Great analytical skills to gather insights and track performance metrics.
- Strong communication and relationship management skills to engage effectively with customers and internal teams.
- A proactive approach to problem-solving, with the ability to adapt to changing priorities.
- Confidence in making decisions within the guidelines of the process, as well as finding opportunities to remove bottlenecks, ease the process or improve efficiency, without compromising quality
- Ability to identify patterns that could indicate a recurring issue in the process, and confidence in proposing potential solutions or calling out to your leadership.
- Strong project management skills, essential for the successful delivery of the role’s deliverables, combined with a customer-obsessed, value-driven approach that consistently prioritizes the customer while delivering long-term business impact.
- Proven business insight and digital expertise to drive innovation and strategic decision-making
Skills & Competencies
- Data Analysis
- Customer Journey Mapping
- Value Proposition and Offer Incentive Development
- Channel Management
- Campaigning
- Regulatory Compliance
- Partner Relationship Management
- Customer Experience Metrics
- Performance Management
You will work with
- Your role is part of our Mobility and Convenience Americas marketing team, which is made up of a diverse and dedicated team of marketers, working together to activate brand and customer experience and drive performance.
- When required, you will support your leader in collaborating closely with experts in the global Networks of Excellence (NoEs) on the creative and critical thinking for your brand, inputting local findings to create common initiatives where possible.
- You will work with the Hub, Sales and other teams within your market to complete your plans and optimize activity.
- When required, you will engage closely with sponsors, partners, agencies, and SMEs, fostering relationships to deliver impactful outcomes for dealers.
- You will work closely with CX specialists, ensuring alignment in execution and activation efforts.
Why join us
At bp, we support our people to learn and grow in a diverse and ambitious environment. We believe that our team is strengthened by diversity. We are committed to fostering an inclusive environment in which everyone is respected and treated fairly.
There are many aspects of our employees’ lives that are meaningful, so we offer benefits ( https://exploreyourbenefits.com/landing.html) to enable your work to fit with your life. These benefits can include flexible working options, a generous paid parental leave policy, and 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 essential job functions, and to receive other benefits and privileges of employment. Please contact us to request accommodation.
How much do we pay (Base)? ($150,000 - $175,000 (Minimum & Maximum)) *Note that the pay range listed for this position is a genuinely expected and reasonable estimate of the range of possible base compensation at the time of posting.
This position is eligible for US Benefits Select. This position offers paid vacation depending on your years of relevant industry experience and will range from 120 – 240 hours of vacation per year for full time employees (60 - 240 hours of vacation per year for part time employees). You will also be eligible for 9 paid holidays per year and 2 personal choice holidays. You may learn more about how we calculate paid vacation and view our generous vacation and holiday schedules at Select SPD Bp has a parental leave policy as well, which offers up to 8 weeks’ paid leave for the birth or adoption of a child. Learn more by visiting Select SPD.
We offer a reward package to enable your work to fit with your life. These offerings include a discretionary annual bonus program, long-term incentive program, and generous retirement benefits that include a 401k matching program. These benefits include a pension for eligible employee. You may learn more about our generous benefits at Select SPD.
As part of bp’s wellbeing package, bp offers access to health, vision, and dental insurance, as well as life and Short-Term Disability and Long-Term Disability. You may learn more about our generous benefits at Select SPD.
Travel Requirement
Up to 25% 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:
Agility core practices, Agility core practices, Brand Management, Channel Management, Channel marketing activation, customer and competitor understanding, Customer Segmentation, Customer Value Proposition, Decision Making, Developing creative marketing content, Dialogue enablement, Digital Fluency, Digital Marketing, Generating customer insights, Loyalty Management, market, Marketing comms plan, Measuring and Verification for Carbon Storage, Monitoring, Offer and product knowledge, Offer Development, Offer execution and growth, Product Ownership, Project Management, Research and insights {+ 4 more}
Legal Disclaimer:
We are an equal opportunity employer. We do not discriminate on the basis of protected characteristics like race, religion, color, sex, national origin, sexual orientation, 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.
