About this Brand & Communications Specialist -Fuels role at Shell
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What’s the role
Mobility is Shell’s largest customer-facing business, serving more than 32 million customers daily through a network of over 46,000 sites across 80+ countries. Delivering on our growth ambitions requires a strong customer-centric approach, ensuring every interaction reinforces Shell’s purpose of making customers’ journeys better.
The Marketing Implementation Lead - Fuels plays a pivotal role in driving brand and communications strategy for the Fuels and E-Mobility portfolio, supporting business objectives and commercial performance across the market.
This role is primarily focused on strengthening the positioning and differentiation of Shell’s Fuels portfolio, a key strategic priority for achieving business growth targets. As a critical member of the Mobility Marketing team, the incumbent will report directly to the Brands and Communications Manager and work closely with cross-functional stakeholders to deliver impactful marketing initiatives.
The position carries responsibility for managing significant Sales Promotion and Advertising (SP&A) investments, requiring a balance between effectiveness and efficiency to maximize return on investment. The successful candidate will contribute to business performance while building a distinctive, purpose-led brand that enhances Shell Mobility’s competitive advantage and customer preference.
What you’ll be doing
- Act as the custodian of Brand Share Preference (BSP) and High Quality Fuels (HQF) scores, driving initiatives that strengthen Shell’s premium fuel perception, increase differentiated fuel penetration, and expand market share.
- Integrated Marketing Communications: Plan and execute integrated marketing campaigns across digital, social, retail, and on-ground touchpoints to strengthen brand awareness, consideration, and customer engagement.
- Media Planning & Optimisation: Lead integrated media planning across traditional and digital channels, working closely with media agencies to optimise channel mix, audience targeting, reach, frequency, and media investments to maximise campaign effectiveness and ROI
- 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.
- Strengthen positioning and preference for premium fuels initiatives
- Lead customer research (qualitative and quantitative) to gain insights into market trends, customer preferences, and competitive landscape.
- Leverage consumer research, market intelligence, campaign performance data, and customer insights to identify growth opportunities, inform marketing strategies, and drive data-backed decision-making.
- Keep up with the trends in fuel retail industry
What you bring
- Degree in Marketing, Business, Communications, or a related field; MBA is an advantage.
- Minimum of 3-6 years of experience in marketing, brand communications, or a related discipline.
- Proven expertise in brand management, integrated marketing, marketing communications, and campaign activation.
- Excellent communication, presentation, and storytelling skills.
- Strong stakeholder management capabilities with the ability to effectively engage both internal and external partners.
- understanding of the fuel retail industry and its evolving market dynamics.
- Demonstrated ability to collaborate across cross-functional teams and Global stakeholders.
- Capable of managing multiple stakeholder requirements while ensuring alignment across teams and projects.
- Creative and resourceful thinker with the ability to deliver impactful marketing communications in challenging or constrained environments.
- Experienced in leveraging a mix of marketing channels, including targeted digital campaigns, public relations, influencer partnerships, and other innovative communication platforms.
- Agile and adaptable, with the ability to respond quickly to changing market conditions and business priorities within the dynamic fuel retail landscape in India.
What we offer
You bring your skills and experience to Shell and in return you work with talented, committed people on one of the most important challenges facing our planet. You’ll have the opportunity to develop the skills you need to grow in an environment where we value honesty, integrity, and respect for one another. You’ll be able to balance your priorities as you become the best version of yourself.
- Progress as a person as we work on the energy transition together.
- Continuously grow the transferable skills you need to get ahead.
- Work at the forefront of technology, trends, and practices.
- Collaborate with experienced colleagues with unique expertise.
- Achieve your balance in a values-led culture that encourages you to be the best version of yourself.
- Join an organisation working to become one of the most diverse and inclusive in the world. We strongly encourage applicants of all genders, ages, ethnicities, cultures, abilities, sexual orientation, and life experiences to apply.
- Grow as you progress through diverse career opportunities in national and
- international teams.
- Gain access to a wide range of training and development programmes.
After you submit your application, you will receive an email providing a link to an online assessment that is a mandatory part of the process. The email will come from HireVue - please check your spam/junk mailbox if you do not see the email. Once completed, your application will be reviewed to determine next steps. Thank you for your interest in Shell.
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An Inclusive & Progressive 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 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’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.
Shell in India
Shell is a diversified energy company in India with 13,000 employees, and presence in Integrated Gas, Downstream, Power, Renewable and Upstream. Additionally, we have deep capabilities in R&D, digitalisation, and business operations.
Our global strategy, Powering Progress, is designed to generate value for our shareholders, customers, and the wider society, and focuses on creating more value with less emissions. The strategy supports our purpose of providing more and cleaner energy solutions, with the aim of profitably transforming Shell into a net-zero emissions energy business by 2050. As India moves towards its target of net-zero emissions by 2070, Shell India aims to play a leading role in securing vital energy for today, while investing in, and helping to build, the energy system of the future through strategic investments in the country.
Our Lubricants business serves over 50,000 consumers through a strong network of over 200 distributors, and operates an end-to-end value chain that spans conceptualization, development, and production at a world-class blending plant at Taloja. Through our 350-plus retail stations, we offer an integrated mobility experience including fuels, cafes, and convenience stores, with a prominent network of EV recharging facilities.
Shell owns and operates a LNG re-gasification terminal at Hazira, Surat, with a capacity of 5 MTPA and a LNG truck-loading unit that plays a crucial role in helping meet India’s growing demand for gas across sectors. In 2022, Shell acquired Sprng Energy in a $1.55 billion deal to build an integrated energy transition business in the country. Sprng is a leading renewable energy company in India which develops and manages solar, wind, and hybrid power generation facilities and infrastructure.
Our three capability centres across Bangalore and Chennai serve as a technology and innovation powerhouse for Shell globally, working as a delivery engine for core technical, digital, and finance processes: pioneering digital innovation and cutting-edge technologies across the energy sector. We also have strong academic partnerships and collaborations with leading universities and technology institutes to accelerate decarbonization efforts within the energy sector.
We are committed to positively contributing to the communities in which we operate through programmes on STEM Education, Skilling, and Livelihood across India. We nurture and invest in startups developing initiatives focused on accelerating energy innovation through programs such as Shell E4 and Shell Eco-marathon. We also have strategic investments in new energy companies such as Husk Power, d.light, Orb Energy, and Cleantech Solar.
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