Marketing Implementation Lead - Fuels

Where you fit

Shell Mobility is the single largest customer-facing business, serving over 32m customers per day through 500,000 service champions in over 46,000 sites across 80+ countries. Hence, it is critical to establish Shell as the no. 1 mobility and convenience retailer. Achieving our ambitions will necessitate placing customers at the heart of our business, treating every interaction as a chance to bring our purpose to life to making people’s journeys better.

The core of the job revolves around positioning and differentiation of our Fuels portfolio, which is strategically important to achieve 2025 plans. This is a critical role within Mobility Marketing function and reports to Brands and Communications Manager.

What’s the role?

As Marketing Implementation Lead – Fuels, you manage brand and communications for Fuels and E-mobility portfolio to support business delivery. Moreover, you manage significant SP&A spend and hence will need to balance efficiency and effectiveness to contribute towards the P&L while creating a purpose-driven, differentiated brand for Shell Mobility.

Further accountabilities are as follows:

• Custodian of Fuels BSP (Brand Share preference) and HQF (High Quality Fuels score). Sustain and grow Shell High Quality Fuels perception in order to increase differentiated fuel penetration & grow market share
• Media planning: Conceptualization and execution of media campaigns for Shell Fuels and E-mobility as per defined goals. Support category managers with CVP creation/Customer offer development based on consumer insights and ensure the CVP is translated into ATL and BTL actions to deliver the desired results.
• Monitor and analyze media performance metrics to refine strategies and maximize ROI.
• Agency Management: Work with creative and media agencies, global & local teams to support Brand Development & Management for creating a differentiated proposition and driving the positioning for Shell Fuels
• Manage on-site communications Planogram across sites for fuels
• SVPR
• Lead customer research (qualitative and quantitative) to gain insights into market trends, customer preferences, and competitive landscape.
• Develop comms for effectively driving partnerships both in-app as well as on site for E-mobility.
• Support UI/UX for Shell Recharge mobile app. Work with Digital Manager for future releases and enhancements for the app.
• Design and execute customer lifecycle programs, ad-hoc CRM campaigns to drive customer engagement. Plan and deliver annual CRM calendar for Shell Recharge.
• Leverage data to gather insights to design campaigns
• Keep up with the trends in fuel retail industry

What we need from you

• Preferably MBA/PGDM graduate with minimum of 3+ years in Branding, Marketing Communications, etc.
• Possess strong communications and presentation skills.
• Internal and External Stakeholder Management experience        
• Strong understanding of the fuel retail industry
• Active Collaboration across cross-functional teams like Fuels category, Loyalty, Sales & Ops, Network, ER, global etc.
• Possess Brand Management, Integrated Marketing Communications, Marketing Activation.
• Ability to think creatively to continue delivering Marketing comms in constrained environments as well using tools like targeted digital comms, PR, influencers, etc.
• Fuel retail sector is dynamic in India; hence, requires you to make quick pivots as per market conditions.

COMPANY DESCRIPTION

Shell is a global energy company where we work towards powering progress through more and cleaner energy solutions. We use advanced technologies and take an innovative approach to help build a sustainable energy future. In India Shell has its businesses footprint in Information Technology, Projects & Technology, Finance Operations, Integrated Gas, Downstream & Upstream spread across more than 7 main locations.

An innovative place to work

Join us and you’ll be adding your talent and imagination to a business with the ambition to shape the future – whether by investing in renewables, exploring new ways to store energy or developing technology that helps the world to use energy more efficiently, everyone at Shell does their part.

An inclusive place to work

To power progress together, we need to attract and develop the brightest minds and make sure every voice is heard. Here are just some of the ways we are nurturing an inclusive environment – one where you can express your ideas, extend your skills and reach your potential…

We are creating a space where people with disabilities can excel through transparent recruitment process, workplace adjustments and ongoing support in their roles. Feel free to let us know about your circumstances when you apply, and we’ll take it from there. We are striving to be a pioneer of an inclusive and diverse workplace, promoting equality for employees regardless of sexual orientation or gender identity. We consider ourselves a flexible employer and want to support you finding the right balance. We encourage you to discuss this with us in your application.

A rewarding place to work

As an equal opportunity employer, combining our ideas through a creative, collaborative environment and global operations – we have developed and will continue to nurture a unique workplace with an impressive range of benefits to ensure that joining Shell is an inspired and rewarding career choice for everyone.