Helen Carter Cadipl™ Email and Phone Number

Delivering integrated payment and loyalty experiences across 23 African markets, where Vivo operates, under the Engen and Shell brand.

Responsible for translating the high level company vision into marketing, product and brand strategy for Fluke Process Instruments (FPI), Comark and Irisys and go to market plans for new product launches. Aiding the business in transitioning from product to solutions led offers, identifying SaaS business opportunities and reoccurring revenue through subscription based models.

Defining the global Shell Fleet Solution's B2B product portfolio, focusing on the customer needs and segmentations to drive value and aid decarbonization. My role defined the strategy, products and go to market activities whilst defining the ecosystem and capabilities needed. Responsible for Shell Telematics, Fleet Management Services, Mobility Cards, On the Road Services, Mobility as a Service (MaaS), Ecommerce capabilities and customer facing platforms including Shell FleetHub.I defined the new Fleet Solutions marketplace solution for SME customers to view, choose and buy their mobility based solutions articulating the user stories and business case.

As Chief Product Owner for digital sales and payments across Shell retail, I have managed the product teams and global roadmaps incorporating payment in the Shell app and developing Digital Payment (SmartPay) APIs for use in third party channels, such as the connected car or partner apps.I have successfully deployed the Digital Payments into multiple markets in addition to enabling the first mobile payments in car solution and first connected truck solution.Digital payments have increasingly become a customer's expectation when they refuel, it helps customers feel safer using their own device to pay with Covid-19 and removes the need to go in store. Integrated with digital loyalty, it drives customer acquisition and retention.

Wrote and delivered the strategy, customer proposition and business case for Shell Go+ loyalty program, Shell’s new digitally enabled CVP designed to reward customers for every visit and interaction at Shell; alongside the CRM contact strategy to grow customer value, brand advocacy and retention.Main responsibilities and achievements: * Devised and delivered the new Loyalty Program Shell Go+ working collaboratively with IT and leading agile delivery teams, rewarding customers with visits, always on rewards and fuel discounts to grow frequency of visit and grow basket spend. This has now been replicated globally based on positive customer feedback and incremental value growth, demonstrating increased CLV. * Incumbent loyalty scheme Shell Drivers’ Club managed, at its peak over 2.5m active UK members and grew increasing contactable base by 20% and reducing churn by 22%. * Managed over 25m customer communications with positive ROI exceeding 200% through a CRM contact strategy optimizing customer channel preference and life stage growing visit frequency and basket spend, especially to best customers with headroom for additional visits. * Developed and launched Fill Up and Go, the first Digital payments capability to buy fuel from your car, delivered a TTL campaign to launch and grow users with an ROI of 301% * Facilitated the strategy and operations for cross marketing activities with alliance partner Waitrose, using owned and third channels to run cross promotional activities and links to loyalty * Piloted Voice of the Customer programme with Fizzback and then wrote and designed the global solution with SMG, which received over 40,000 pieces of feedback each month. * Annualised strategic marketing planning for the UK Retail business, including budget allocation and resource planning

Awards won:• Marketing Society Excellence Award 2016 – Shell Drivers Club CRM contact strategy• Marketing Society High Commendation 2016 – Shell Drivers’ Club CRM contact strategy• DataIQ Awards 2016 – Data is the new Creative – Pump Challenge CRM• Loyalty Magazine 2016 – Best use of communications including social media, Pump Challenge CRM.• Marketing Awards: Best Customer Experience 2012• Customer Experience Awards 2015 – Insight and Feedback - Winner• Customer Experience Awards 2015 – Retail category – Silver (2nd)• Forecourt Trader Awards 2015 – Best Oil Company Initiative - Tell Shell – Winner• DMAs 2015 – Best Digital – Shell Drivers’ Club Pump challenge – High Commendation• Shell Global Marketing Awards 2015 – Fill Up and Go, Mobile Payment – High Commendation