Digital and Loyalty Manager

Company Overview 

Welcome to Timewise, where great people power great experiences! Shell Mobility & Convenience proudly operates more than 200 Timewise convenience stores and Shell fuel stations across Texas and New Mexico. As part of the Shell Group since 2022, we combine the strength of a global organization with a welcoming, team-oriented culture. We are committed to providing exceptional customer experiences while creating meaningful career growth opportunities for our employees. 

Position Summary

We are seeking a results-oriented Digital & Loyalty Manager to lead the execution and optimization of our digital customer engagement and loyalty programs across a multi-state fuels and convenience retail network of approximately 1,000 company-operated and dealer-operated locations.

This role will be responsible for growing loyalty participation, increasing customer engagement and frequency, and improving the digital customer experience across mobile/app, web, CRM, email, SMS and other digital channels. The successful candidate will combine digital expertise, customer insights, strong execution and analytical thinking to turn customer data and marketing strategies into measurable business results.

Key Responsibilities

• Loyalty: Manage and continuously improve the loyalty program, driving member acquisition, activation, engagement, retention and transaction penetration.
• Digital Experience: Manage the customer experience across mobile/app, web and other digital touchpoints, identifying opportunities to increase adoption, engagement and ease of use.
• CRM & Customer Engagement: Develop targeted customer communications and journeys across email, SMS, push notifications and other digital channels.
• Offers & Personalization: Leverage customer, loyalty and transaction data to develop segmentation, targeted offers and increasingly personalized customer experiences.
• Campaign Management: Plan, execute, test and optimize digital and loyalty campaigns designed to increase visits, fuel purchases, convenience retail sales, frequency and retention.
• Analytics & Optimization: Track loyalty and digital KPIs, evaluate campaign effectiveness and use insights to continuously improve customer engagement and commercial performance.
• Dealer Enablement: Ensure loyalty and digital initiatives can effectively scale across both company-operated and dealer-operated locations.
• Technology & Vendors: Partner with IT and external technology providers to manage digital and loyalty platforms, enhancements and ongoing capability development.
• Cross-Functional Execution: Collaborate with Marketing, Category Management, Operations, Pricing, Dealer/Wholesale, IT and Analytics teams to deliver integrated customer programs.

What We're Looking For

• 5+ years of experience in loyalty, CRM, digital marketing, customer engagement or e-commerce, preferably in a consumer-facing business.
• Demonstrated experience managing loyalty, CRM or digital customer programs and delivering measurable business results.
• Strong knowledge of customer segmentation, targeted offers, personalization, lifecycle marketing and digital campaign management.
• Experience with mobile apps, loyalty/CRM platforms, marketing automation and digital analytics.
• Strong analytical skills and the ability to translate customer and transaction data into actionable insights.
• Experience in convenience retail, fuels, grocery, QSR, hospitality or other high-frequency retail environments preferred.
• Ability to manage multiple initiatives and external technology/vendor relationships.
• Strong cross-functional collaboration, communication and project management skills.
• Bachelor's degree in Marketing, Business, Digital, Analytics or related field.