What’s the role –

As the primary brand steward, you will be responsible for representing Shell Rotella internally and externally, building a brand vision, strategy, communication hierarchy, visual identity and competitive differentiation, identifying and growing target audiences including consumers, media, trade professionals and customers.  You will utilize consumer insights and a strong knowledge of market dynamics to competitively position Shell Rotella for the energy transition and progress towards Shell strategic ambitions.  You will collaborate with the broader channel marketing and sales teams to drive the Shell Rotella sector delivery North America.  

• Develop and execute the wholistic Shell Rotella marketing strategy to meet our ambition of 30% market share by 2026. 

• Brand Planning and Agency Management - Leads the Rotella 3-year strategic plan and executes the annual owned, earned and paid 360-degree marketing brand plan across 6+ integrated agencies including briefing, planning, launch, activation and post investment review.   Develops a cohesive brand plan and collaborates across a large, cross-functional, internal and external team to fully activate Shell Rotella Media, Public Relations communications, Sponsorships, Experiential Grassroots, Influencer, Sector channel and Promotions plan. Helps to manage and lead the Shell Rotella Integrated Agency Team on a daily basis.  This role will rely heavily on your ability to influence teams and stakeholders without direct management hierarchy. 

• Media Strategy & Communications – Directly manages large budget to develop Shell Rotella creative assets and execute the media campaign strategy.  You will be responsible for the end-to-end consumer experience across media channels.   Accountabilities also include continually progressing the plan to meet evolving consumer media habits and regularly modelling, measuring and optimizing the Media plan to deliver high-yielding plans that deliver short-term sales while also building long-term brand preference and equity.

• Portfolio & CVP strategy – Collaborates with the Shell Rotella Global portfolio manager to develop a winning portfolio strategy.  This includes product tiering, new product growth opportunities, evolving claims, and portfolio transitions to meet or exceed industry specifications.  You will develop new/enhanced brand customer and consumer value propositions and execute end-to-end project management of portfolio updates across internal and external stakeholders. 

• Brand Performance Management – Relentlessly focus on brand volume, profitablity, budget and resource management, brand health measurements, market share, and premium growth ambitions.  Capitalize on sector market opportunities to maximize the brand ultimate potential, mitigate competitive threats, and react to dynamic market changes to deliver premium acceleration.    Champion data-based decision making through the in-depth analysis of our analytics and the extraction of insights required to make data-driven decisions.  Leverage media mix modelling, benchmark insights, and campaign performance reports to optimize performance and deliver high ROI brand investments.   Having a commercial-mindset and strong financial acumen will be key to success in this role. 

• Sub-Sector & Channel Consultation – Shell Rotella is sold across multiple sectors (Industrial & Off-Hwy, Commercial Road, Fleets, OEMs, Heavy-duty Installed) and all sales channels. With support from sector marketing managers and sales teams, the Rotella brand manager will be responsible for developing brand CVPs that translate into success across each sector and sales channel. 

• Champion Sector Innovation- Utilize strong market intelligence and developments to bring an expert view on innovation opportunities to the organization.   Evaluate potential applications in the local business, build on differentiated services/solutions and provide thought leadership in our strategic initiatives.  Stay informed of new technologies and collaborate internally across business lines to determine where new investments and resources are needed to achieve objectives.   Curiosity for the business will help you to develop creative solutions to challenges.

What we need from you -

• A legal authorization to work in the US on a full-time basis for anyone other than current employer

• Degree in Business Administration, Marketing or equivalent with at least seven (10) years’ experience in Marketing/Sales and proven track record of successfully growing brands and exceeding volume and profitability targets

Specific skills and experiences must include:

• Thorough knowledge of the 4 P’s of marketing (product, placement, price, promotion)

• Outstanding verbal and written communication skills

• Highly self-motivated and able to work independently and with limited supervision

• Effectively manage various competing priorities

Note: This position can be based in Houston or virtual

Company description 

Shell is a global group of energy and petrochemical companies with about 84,000 employees across more than 70 countries. We aim to meet the world’s growing need for more and cleaner energy solutions in ways that are economically, environmentally and socially responsible.  We have expertise in among other exploration, production, refining and marketing of oil and natural gas, and the manufacturing and marketing of oil products, chemicals, electric power, renewables and energy solutions.

As a global energy company operating in a challenging world, we set high standards of performance and ethical behaviors. We are judged by how we act and how we live up to our core values of honesty, integrity and respect for people. Our Business Principles are based on these. They promote trust, openness, teamwork and professionalism, as well as pride in what we do and how we conduct business.

Building on our core values, we aspire to sustain a diverse and inclusive culture where everyone feels respected and valued, from our employees to our customers and partners. A diverse workforce and an inclusive work environment are vital to our success, leading to greater innovation and better energy solutions.

An innovative place to work

There’s never been a more exciting time to work at Shell. Everyone here is helping solve one of the biggest challenges facing the world today: bringing the benefits of energy to everyone on the planet, whilst managing the risks of climate change.

Join us and you’ll add your talent and imagination to a business with the power 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.

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’re nurturing an inclusive environment – one where you can express your ideas, extend your skills and reach your potential…

We’re creating a space where people with disabilities can excel through transparent recruitment processes, 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’re closing the gender gap – whether that’s through action on equal pay or by enabling more women to reach senior roles in engineering and technology.

We’re 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

Combine our creative, collaborative environment and global operations with an impressive range of benefits and joining Shell becomes an inspired career choice.

We’re huge advocates for career development. We’ll encourage you to try new roles and experience new settings. By pushing people to reach their potential, we frequently help them find skills they never knew they had, or make career moves they never thought possible.