Starbucks Job - 44834933 | CareerArc
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Company: Starbucks
Location: England, United Kingdom
Career Level: Mid-Senior Level
Industries: Food, Beverage

Description

Job Purpose and Mission

The EMEA Digital Customer Experience & Loyalty team (DCE & L) is accountable for shaping and executing the digital strategy for the 43-market region, focused on increasing the number of customers that use Starbucks digital programmes and channels (app, including mobile ordering, web, Starbucks Rewards and Starbucks Delivers). Achieved by growing awareness and member engagement, delivering regular innovation, and creating leading digital experiences that meet our customers' changing needs. This is a key priority and growth enabler for the business. 

As manager for Loyalty and Digital Engagement, you will work with members of the wider DCE & L team, the Marketing and Product team, Technology, Operations, and local market teams, to deliver and grow digital programmes in licensee operated markets across EMEA. The role will play a critical part in supporting new technology and digital growth initiatives launched in the region. 

The team's core KPIs are to grow Active Membership of Starbucks Rewards, grow Revenue through Starbucks Rewards, and grow Revenue through Starbucks Delivers.  The customer engagement initiatives designed and delivered as part of this role are central to driving these measures of success.


Key Job Dimensions & Scope of Role

Customer engagement 

  • Deliver and communicate customer engagement and loyalty best practice in the region, optimising against KPIs and supporting the learning with quantitative and qualitative reporting
  • Co-ordinate, plan and deliver execution support to our licensees with their digital customer engagement through the local channels available
    • Create structured business and engagement plans for seasonal comms across the EMEA region, primarily focused on Starbucks Delivers
    • Campaign briefing and execution: Brief EMEA agencies and consult with markets on campaign planning 
    • Regional toolkit development for Starbucks Delivers – Starbucks led and delivery partner joint initiatives 
      • Support licensees in their quarterly reviews and execution of Starbucks Delivers customer engagement

Digital programmes 

  • Feed into strategic conversations and prioritisation activities within the digital customer experience and loyalty space
  • Support the development and refinement of product and service propositions for existing and new digital initiatives 
  • Work with Technology, Operations and other teams to execute project workstreams as part of the wider digital business programme

General

  • Brand communication: Integrate the Starbucks brand and our values into areas of responsibility, embedding who we are in our digital objectives, communications and through tone-of-voice and communication content used
  • Be the gatekeeper for how the brand and digital programmes show up in the region
  • Global Licensing Framework (guidelines on Starbucks programmes and associated standards requirements) compliance monitoring, evolution and exceptions where applicable 
  • Build meaningful and productive relationships with licensees across the region, with all involved in the delivery of digital programmes and customer engagement
  • Be a champion for Starbucks Delivers in cross-functional projects and workstreams, including seasonal marketing toolkits.


Job Qualifications

Key Contacts/Relationships

Key Contacts – Internal

  • Digital Customer Experience & Loyalty team
  • Marketing team
  • Regional Technology 
  • GEO/Channel/Local License business partners
  • Retail Operations
  • Legal
  • Global Digital Customer Experience & Loyalty team     


Key Contacts – External 

  • External Marketing Agencies
  • Geo and Local Licensee in EMEA
  • Tech vendors
     

Knowledge, Skills and Experience

  • Experience of marketing digital programmes and products or loyalty programmes in European markets
  • Experienced with or demonstrable knowledge of delivery services such as Starbucks Delivers, and a passion for the subject
  • Experienced with or able to demonstrate detailed knowledge of loyalty or CRM programmes and the essential elements of their contribution to customer engagement
  • Experienced in planning, co-ordination and execution of campaigns and always-on initiatives, with excellent use of data for reporting and insight
  • Able to show success in meeting engagement targets across multiple customer segments or geographies
  • Can demonstrate the ability to form productive and personal relationships with colleagues, senior management and external partners. Across cultures and despite long-distance communication
  • Practiced at representing their business with partners/suppliers
  • Creative thinker with ability to demonstrate flexibility and adaptability
  • Able to navigate through ambiguity in a large, complex organisation 


This job description is only a summary of the typical functions of the role and is not an exhaustive or comprehensive list of all possible responsibilities, tasks, and duties that may be required. Management reserves the right to amend the responsibilities, tasks, and duties of the jobholder as dictated by business requirements.
 


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