Brand Lead: Convenience Retail, Events & Activations (bpSA)

Job Family Group:

Retail Group Job Description:

Our purpose is to deliver energy to the world, today and tomorrow. For over 100 years, bp has focused on discovering, developing, and producing oil and gas in the nations where we operate. We are one of the few companies globally that can provide governments and customers with an integrated energy offering. Delivering our strategy sustainably is fundamental to achieving our ambition to be a net zero company by 2050 or sooner.

Would you like to discover how our diverse, hardworking people are owning the way in making energy cleaner and better – and how you can play your part in our team?

Join us as a Brand Lead - Convenience Retail, Events & Activations!

The Brand Lead – Convenience Retail, Events & Activations is accountable for driving the full brand management agenda across bpSA’s convenience retail portfolio, including bp Express, PnP Express, Wild Bean Café, and associated categories.

The role develops and delivers cohesive, data-driven brand and category strategies, integrated promotional calendars, and customer-led marketing campaigns that grow the convenience brand, strengthen brand equity, improve category performance, and drive footfall and turnover.

It further plays a critical role in elevating the end-to-end retail experience and deepening customer loyalty across bp Express, PnP Express, and Wild Bean Café.

Acting as a strategic link between Marketing, Convenience Retail, Sales & Operations, Loyalty, and key partners, the role ensures a consistent and compelling brand identity across all customer touchpoints.

In addition, the role integrates retail marketing with on-the-ground events and activations, delivering distinctive, cohesive brand experiences and commercially impactful engagement across retail environments and broader consumer interaction platforms.

This role brings together full brand management across the Convenience Retail portfolio and Events & Activations into a single, unified directive, ensuring strategic alignment, consistent brand expression, and a seamless customer experience across all retail and experiential touchpoints within bpSA.

Key Responsibilities

Brand Portfolio Leadership:

• Own full end-to-end brand management across the Convenience Retail portfolio.
• Ensure aligned and consistent brand expression across bp Express, PnP Express, Wild Bean Café, and all categories.
• Govern brand identity, positioning, and execution across retail, digital, loyalty, and experiential touchpoints.
• Drive brand equity growth and long-term portfolio performance.

Brand Strategy & Activity Planning:

• Develop annual and long-term brand plans aligned to bpSA’s Convenience Retail objectives.
• Define strategic priorities and focus areas to drive category growth, footfall, and customer value.
• Leverage customer, market, and competitor insights to identify growth opportunities and differentiate the brand.
• Translate insights into clear commercial growth levers and actionable marketing plans.
• Ensure consistent brand positioning, while tailoring strategies to individual categories and shopper missions.
• Build integrated customer value propositions (CVPs) that strengthen relevance and profitability.

Marketing & Promotions Campaign Execution:

• Plan and deliver integrated, multi-channel campaigns (ATL, BTL, digital) to drive awareness, engagement, and sales.
• Ensure alignment and integration between convenience retail, fuels, and loyalty initiatives.
• Develop category-specific marketing plans grounded in insights and aligned to sales and operational targets.
• Lead cross-functional planning to ensure marketing programmes directly support business performance.
• Collaborate with internal teams and agency partners to deliver seamless campaign execution.
• Track and evaluate campaign effectiveness, using insights to optimize performance and ROI.

Events & Activations Management:

• Drive end-to-end delivery of brand events and activations, from concept through to execution and evaluation.
• Develop scalable, on-brand experience platforms that reinforce brand positioning and customer engagement.
• Lead agencies, partners, and suppliers to deliver high-quality, risk-aware activations.
• Build activation toolkits and playbooks for consistent and efficient rollout.
• Measure and report on engagement, brand impact, and commercial return.

Customer Experience Leadership:

• Elevate the end-to-end customer experience across retail and experiential environments.
• Embed customer-led design principles across in-store, digital, and activation touchpoints.
• Define and supervise CX performance metrics to drive continuous improvement in satisfaction and loyalty.

Cross‑Functional Collaboration & Partner Alignment:

• Act as the brand custodian across Convenience Retail and Activations
• Ensure strategic alignment across Marketing, Retail, Digital, Loyalty, and Operations teams.
• Drive integrated planning and execution to deliver a seamless customer journey.
• Lead cross-functional initiatives to enhance brand consistency and customer experience.

Governance, Budget Management & Performance:

• Ensure all executions align with brand CI, regulatory, legal, and safety standards.
• Define and maintain oversight of commercial KPI’s including : footfall, conversion, category growth, average basket size, brand equity measures, and ROI on marketing and activation investments.
• Develop measurement frameworks and performance dashboards**.**
• Handle budgets effectively, ensuring optimal allocation and return on investment.
• Ensure procurement compliance, supplier onboarding, and contract management excellence.

Qualifications & Experience

• Bachelor’s degree in Marketing, Brand Management, Communications or related field.
• Demonstrated experience in Brand Management, Retail/FMCG Marketing, or Experiential Marketing.
• Demonstrated experience in multi-channel campaign delivery, promotions, and events.
• Strong capability in data-driven strategy, category development, and commercial performance improvement.
• Experience handling agencies, partners, and large-scale activations.
• Knowledge of the petroleum industry is advantageous.
• The ideal candidate will bring a genuine passion for food brands, combined with the ability to contribute strategically and drive brand growth in a dynamic market environment.

Key Competencies

Strategic Leadership:

• Ability to lead integrated brand strategies across retail and experiential platforms.
• Strong capability in leading a multi-brand, multi-format portfolio.

Brand & Commercial Savvy:

• Deep understanding of how brand initiatives drive customer behaviour, revenue, and profitability.

Customer-Centric Approach

• Focuses on delivering relevant, experience-led value that builds loyalty and affinity.

Creative Excellence & Innovation:

• Brings innovative, high-impact ideas to campaigns, events, and activations

Collaboration & Influence:

• Works effectively with cross-functional teams and senior partners to drive alignment.

Project & Event Management:

• Strong ability to run complex projects and deliver in fast-paced environments.

Analytical Thinking:

• Translates data into insights, insights into strategy, and strategy into measurable outcomes.

Why Join our us?

At bp, we provide an excellent working environment and employee benefits such as an open and inclusive culture, a great work-life balance, tremendous learning and development opportunities to craft your career path, life and health insurance, medical care package and many others.

We support our people to learn and grow in a diverse and exciting environment. We believe that our team is strengthened by diversity. We are committed to crafting an inclusive environment in which everyone is respected and treated fairly.