Marketing Implementation Lead - Fuels

, India

Job Family Group:

Commercial and Retail

Worker Type:

Regular

Posting Start Date:

April 3, 2025

Business unit:

Downstream and Renewables

Experience Level:

Experienced Professionals

Job Description:

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.

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