Entity: Customers & ProductsJob Family Group: Marketing Group:As bp transitions to an integrated energy company, we must adapt to a changing world and maintain competitive performance. Bp\'s customers & products (C&P) business area is setting up a business and technology centre (BTC) in Pune, India. This will support the delivery of an enhanced customer experience and drive innovation by building global capabilities at scale, using technology, and developing deep expertise. The BTC will be a core and connected part of our business, bringing together colleagues who report into their respective part of C&P, working together with other functions across bp. This is an exciting time to join bp and the customers & products BTC.About the role!The Loyalty Analytics Lead position is a leadership role that will fulfill a critical need by providing actionable insights to management. The role leads our loyalty analysis for our convenience brands and allocates resources to support rewards related programs. The role requires strong relationship building and will have leadership responsibility for all loyalty related test analysis and case development to all areas of the business including but not limited to Marketing, Operations, Fuel, Store Development, IT, and Finance. In addition, this position is responsible for identifying and vetting new analytic solutions to employ in the department. The position will hold accountability for capability development of team members related to Test & Learn software as well as our internal data resources in AWS and MSSQL Server data lakes. This role provides guidance on solving data challenges and analytic approaches to high value analysis acrossProficiency with Microsoft Excel, Access, PowerPoint, PowerBI and SQL requiredWhat will you deliver!Strategic Analysis in APT Test and Learn Applicationo Advise and lead the loyalty test analysis and pipeline across the data and analytics team.
o Run the analysis of the loyalty program and make recommendations to optimize offers to guests that grow gross profits and transactions.
o Manage the recurring loyalty analytic reviews with internal customers and 3rd party data partners.
o Maintain data validation and new software applications for the Data and Analytics department.
o Train analysts on test and learn software and review test analysis for marketing, operations, fuel, and capital projects.
o Provide return on investment analysis for any loyalty campaigns or programs.Case Development / Test Planning & Designo Providing data support for optimizing all sales/transaction/profit generating category activity and marketing campaigns. Including Pricing, \xef\x82\xa7 Promotions, \xef\x82\xa7 Merchandizing, \xef\x82\xa7 Advertising, \xef\x82\xa7 Guest Segmentations, \xef\x82\xa7 Capital Requests
o Partnering with category management to design test propositions, set expectations and prioritize opportunities; organize test propositions into a calendar to effectively document and communicate plans/actions to leadership.
o Working with category management team as they work with vendors to rationalize actions and opportunities to grow total transactions and margin dollars.Performance Tracking / Test Analysis / Reportingo Analyzing metrics and attributes to identify cause-effect relationships between actions and financial outcomes through proper test vs. control analysis.
o Leading guest level segmentation, positioning exercises, targeting as required.
o Building dashboards with visuals for key performance indicators.
o Providing daily snapshot and ad hoc reporting to supervise program performance.
o Developing new sources of data to better measure and itemize the performance of loyalty strategies and tactics.Forecasting & Budgetingo Work closely with the category management and marketing team to produce the annual budget with itemized strategies and tactics for financial performance.
o Participate in building board presentations as well as any other forecasting required by the category management or leadership team.Primary Objectives/Deliverableso Itemization of analysis insights and financial outcomes for the current and upcoming fiscal years in a clear and concise presentation format.
o Identify new leading indicators of loyalty program performance and report monthly on their trends and insights to customers.
o Support the development of the annual marketing budget and support management forecasting and performance reviews.General Responsibilities
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