VP Marketing

Job description

Job Family Group:

Marketing Group

Job Description:

This role offers the opportunity to shape the future of one of the industry's most recognizable brand portfolios while driving measurable business growth through world-class marketing leadership.

Responsible for developing and executing integrated marketing strategies for bp's TravelCenters of America. Leading a team of approximately ~10 marketing professionals and leveraging both centralized and offshore capabilities, this role is accountable for increasing the impact of nearly $100 million in annual marketing investment to drive customer acquisition, engagement, loyalty, brand growth, and business performance.

Building outstanding capabilities across CRM, media, social, digital marketing, B2B communications, and retail activation while fostering a culture of data-driven decision-making and continuous optimization. Ensuring marketing investments deliver measurable returns, drive incremental business growth, and contribute directly to key commercial and customer KPIs.

Key Responsibilities

Develop and lead the execution of the multi-year marketing strategy for bp's Convenience & Mobility business across the Americas.

Bring business objectives to life through integrated marketing plans; drive growth, increase brand awareness, and strengthen customer and consumer engagement.

Partner with commercial, operations, digital, loyalty, category management, and executive leadership teams to align marketing initiatives with business priorities.

A strategic advisor to senior leadership on customer trends, marketplace dynamics, competitive activity, and marketing performance.

Brand & Customer Growth

Lead marketing across the TCA brand portfolio, ensuring consistency while improving each brand's unique growth opportunity.

Drive end-to-end customer engagement strategies that move consumers through the marketing funnel from awareness through conversion, retention, and advocacy.

Ensure all marketing activity is aligned to delivering measurable customer and commercial outcomes.

Omnichannel Marketing Execution

Oversee all regional marketing activities

Loyalty and Customer Engagement Programs

Promotional and Seasonal Campaigns

Lead the development and execution of integrated campaigns that connect brand, customer, and business objectives.

Marketing Effectiveness & ROI

Own the strategic allocation and optimization of marketing spend.

Develop robust performance measurement frameworks that clearly connect marketing investment to business outcomes.

Establish and oversee KPIs across brand health, customer acquisition, conversion, retention, loyalty, and revenue impact.

Continuously challenge existing assumptions, identify optimization opportunities, and reallocate investments to increase return on marketing spend.

Champion a culture of test-and-learn experimentation and performance improvement.

Team Leadership & Capability Building

Lead, coach, and develop a high-performing team marketing professionals.

Build a strong culture centered on accountability, innovation, collaboration, and customer focus.

Effectively leverage offshore, agency, and centralized marketing resources to create a scalable, high-performing marketing organization.

Foster marketing excellence by establishing consistency, frameworks, and standards across the organization.

Partner with internal collaborators, agencies, vendors, and external partners to ensure seamless execution and strong business results.

Build productive relationships with global and regional partners to align priorities and enhance shared capabilities.

Be the connector between centralized marketing functions and business leadership teams.

Required Experience

10+ years of progressive marketing leadership experience, including responsibility for integrated consumer marketing programs.

Demonstrated success leading large-scale marketing budgets and delivering measurable business impact.

Experience leading multi-channel marketing across CRM, digital, media, social, communications, and retail activation.

Proven track record leading and developing high-performing teams.

Experience managing agency relationships and cross-functional groups.

Strong analytical capabilities with demonstrated ability to connect marketing investments to commercial outcomes.

Bachelor's degree in Marketing, Business, Communications, or related field or equivalent

Experience within retail, convenience retail, consumer packaged goods, petroleum, mobility, hospitality, restaurant, or related consumer-facing industries.

Experience working within complex, matrixed global organizations.

Loyalty, customer engagement, and data-driven personalization strategies.

Why Join Us?

We’re committed to supporting leaders who want to make an impact. At bp, you’ll have the chance to shape and influence outcomes across businesses. You’ll be part of an inclusive environment where diverse perspectives are valued, and where your contribution to performance and integration matters.

We invest in the growth and wellbeing of our people, providing the resources, networks, and development opportunities needed to thrive. Our total rewards package includes competitive pay, bonuses, share options, and a range of flexible benefits designed to meet your needs — from healthcare and retirement plans to paid time off and agile working. We recognise that people have multifaceted lives, and we strive to offer a career experience that reflects that!

Travel Requirement:

Up to 25% travel should be expected with this role

Relocation Assistance:

Relocation may be negotiable for this role

Remote Type:

This position is a hybrid of office/remote working

Skills:

Agility core practices, Agility core practices, Category spend profiling, customer and competitor understanding, Customer centric thinking, Customer experience, Customer Experience Metrics, Customer Journey Mapping, Customer Profitability, Customer promise execution, Customer Segmentation, Customer service delivery excellence, Customer Value Proposition, Decision Making, Digital Fluency, Digital Innovation, Generating customer insights, Innovation Management, Loyalty Management, market, Marketing strategy, Negotiating, Project Leadership, Proposition development, Sector {+ 2 more}

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We are an equal opportunity employer and value diversity at our company. We do not discriminate on the basis of race, religion, color, national origin, sex, gender, gender expression, sexual orientation, age, marital status, socioeconomic status, neurodiversity/neurocognitive functioning, 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.

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Worksite address

louisville, KY, 40201, US

Who can apply

Review the original listing for work authorization, qualifications and employer requirements.