Job Purpose and Mission:
This role leads the Starbucks EMEA Digital Customer Experience (DCE) vision, strategy, roadmap, and executional deployment across the region. This role also leads Starbucks Rewards (SR), leveraging learnings from the US and melding it with the needs of the local markets to create an EMEA strategy, roadmap, and roster of benefits to drive acquisition and retention. Success of DCE and SR is achieved through several key success factors (KPIs) including sustained high customer satisfaction and repeat usage of our DCE products, alongside continual increase in % digital tender, including SR and Delivery, as well as growth in 90-day active membership. Building towards the ambition of being pioneers in digital customer connection. As Starbucks EMEA is a licenseed business, this role requires broad influencing skills to encourage licensees to sign on and invest in recommended DCE and SR programs, while working closely with Starbucks EMEA Technology, Regional DCE and Rewards teams, and Starbucks Digital Solutions teams to ensure timely launch of all approved programming and commercial return on investments.
Key Job Dimensions & Scope of Role:
- EMEA region covering 40+ markets
- Leader of Leaders
- Key budget holder of one of the top 5 budgets within Starbucks EMEA Support Center
- High level of decision-making responsibility with direct accountability with key licensees
- Has 4-7 direct reports, with total team size of ~15+ partners
- Travel may be required
Summary of Key Responsibilities:
The products and digital experiences governed by the role, can be broadly split into the following areas:
- Starbucks Rewards loyalty programme across all customer touch-points
- Member experience, engagement, and communications
- Starbucks App experience including Mobile Order & Pay
- Starbucks Delivers experience
- Starbucks website experience
Across the areas of activity above, this role is accountable for governing local market experiences and engagement by managing:
- Key Licensee partnerships – Aligning and commitment to the Starbucks EMEA DCE and Loyalty vision, strategy, and licensee/market-specific commercial objectives for digital
- Roadmaps – Planning and rolling out the digital capabilities, experiences, and loyalty campaigns in markets
- Compliance and Risk reporting – Adhering to Starbucks Global Licencing Framework standards, best practices, and regulatory mandates. Protecting and advocating for the Brand at all times. Supporting audits and reporting to central risk committee on regional risks to digital success
- Innovation – Testing & scaling digital product and experiential initiatives around the promise of “Experiential Convenience” & “Humanising Digital” for customers
- Communication strategy – Driving membership growth through life-cycle communications as well as strategies and campaigns for acquisition, retention and win back of lapsed members
- Personalised marketing – Designing advanced data segmentation models to test personalised offers and increase effectiveness
- Prioritisation – Being the gate keeper for evaluation and prioritisation all EMEA business asks for development on the Starbucks Digital Solutions International technology stack
- App & Web UX/UI designs – Owning creation of UX/UI design, via 3rd party provider, to feed Starbucks Digital Solutions digital platform team for development
- Commercial performance – Tracking & reporting on business KPIs and digital product experiential metrics
- Competitor landscape – Keeping abreast of digital experience and loyalty programme developments amongst leading regional competitors and local disruptors
- EMEA strategy – Identifying and championing future opportunities, grounded in research and analytical insight, to evolve the the strategy on a path to pioneering in digital customer connection.
This role leads the team responsible for advising and recommending on best practice, using examples from within the region, internationally, across the sector and through own experience after taking detailed part in the launch of any initial EMEA pilots. The team also supports the marketing function with CRM (Customer Relationship Management) content and creative within the Starbucks seasonal calendar, as well as influencing campaigns to include Digital and Loyalty objectives at suitable moments in the year for our customers.
Knowledge, Skills and Experience:
- Ability to influence broadly
- Ability to manage diverse portfolio and prioritise objectives
- Ability to apply knowledge of multidisciplinary business principles and practices to achieve successful outcomes in cross-functional projects and activities
- Decision-making and strong leadership when dealing with ambiguity
- Good understanding of digital product development
- Commercial acumen, forecasting and budget management
- Strong analytical and technical skills; comfortable with ownership of syndicated data
This job description is only a summary of the typical functions of the role and is not an exhaustive or comprehensive list of all 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.
