Purpose of position

Responsible for effectively and profitably managing the Fuels portfolio within the network. This involves managing the product offerings, the marketing /promotions and the pricing strategy / tactics to satisfy the needs of targeted customer segments in order to maximise growth and profitability of all lines of business on site.

Position dimensions

Achieve Greek Retail fuels T&R income: 111 million € per annum.

T&R volumes: 1747K m3.

Reports to:

Retail Sales Manager


Shell Hellas S.A.

Area of coverage



Contributes to the development of the best strategy for growing the fuels business (sales volume, gross profit, Shell income).
Develops a deep understanding of customers needs, behaviours and attitudes towards the company’s offering and tests / implements profitable value propositions which meet or exceed their stated needs and are consistent with our brand.

Contribute to the maximization of Retail income through optimum fuels’ pricing(wholesale and retail).

Contribute to the annual plan for fuels (volumes per area, unit margins etc.)

Develop short term and long term plans for growing fuel volume and margin fit into the overall marketing plan.

Develop and maintain expertise on pricing strategies of the Shell Group, distributors and competitors.

Monitors competitors strategy in fuels.

Manage the details of changes to product cost / relevant distribution issues and communicate all changes timely to all sites and relevant Shell personnel.

Liaise and coordinate with MSD for fuel supply issues.

Liaise with Marketing Communication/loyalty and POS Promotions to maximize the effectiveness of relevant marketing initiatives.

Monitor / evaluate parameters for fuels differentiation in the Greek market within the Group fuels strategy.

Executes and coordinates fuel differentiation projects.

Assesses commercial risks and benefits of actions / initiatives for fuels category.

Contributes to the team; wins commitment.

Prepares training sessions for Retail sales on fuels pricing and management issues.

Competences required

Pricing - Mastery

Retail Economics - Mastery

Fuels Portfolio Management Develop - Mastery
Format Design, Selection & Positioning - Skill

Understanding the Business & Competitors - Skill

Formulating Strategies & Plans - Skill

Loyalty Marketing - Skill

Communications Planning & Implementation - Skill

Research - Consumer, Market & Competitor - Knowledge

Retail Essentials - Skill