Purpose of position

• Manage the pricing process so as to respond efficiently to competitor movements.

• Deliver the full alignment in the local OU’s so as to achieve cluster C2 targets link to marketing plan and T&R.

• Deliver the LFL growth target coming from pricing impact and agreed at Cluster and OU level.

• Maintaining a very robust position in market for cases of extreme competitive reaction

• Developing pricing knowledge in the pricing managers community as a means to people development

Position dimensions

Achieve MED Retail fuels T&R income: 378,5 million € per annum.

T&R volumes: 5.8 millions m3.

Number of sites: 3399 retail stations.

Reports to:

MED Cluster Retail Manager


Shell Hellas S.A.

Area of coverage

Greece, Italy, Turkey, Portugal, Spain


As member of Fuels category mgt. Team, accountable for the med cluster pricing strategy, methodology, tools and implementation, exploiting the value pockets in the cluster.

Role is fundamental to achieving the like for like fuels growth targets in the Med Cluster.

Develops a strong understanding of the customer price perception and value recognition at a cluster and local OU level.
Support market segmentation through flexible cluster building in the cluster and OU.

Owner of the ‘competitive pricing’ pillar of the CVP, accountable for delivery of LFL fuels volume and C2 margin, and improvement of price perception.

Development of an action plan per OU and link to T&R.

In cooperation with CMM, CRM, Fuels Portfolio Manage and SEOP Fuels Category Manager agrees the pricing strategy in the Cluster and the implementation cornerstones at an OU level.

Within strategy framework, agrees with key interfaces the methodology to use in order to define best pricing position in each OU.

Accountable to provide direction to tactical pricing moves at a local market judging on strong local competitive knowledge at a reactive and proactive basis.

Implement Fuels' Pricing System according to plan as the cluster pricing system, providing a database for Shell and Competitor prices.

Define the rules according to which daily pricing should be formulated by local pricing managers, at a wholesale level and at a retail using standard mandatory fuels pricing processes and self appraising process.

Manage a process to monitor prices of competitors through published sources in line with business principles.

Along with CMM, fuels portfolio manager and SEOP Fuels category manager, identify test and implement the right price communication platform, using zonal and global approved communications.

Regular review of marker players/sites at an OU level.

Refine and improve the pricing process, in line with global best practice and exchange best practise between the cluster.

Competences required

Pricing – Master

Supply – Can do

Analytical skills - Master

Delivers Results – Can Do

Values Differences/ Works well in teams – Can Do

Demonstrates courage – Can Do

Displays Personal Effectiveness – Can Do

Retail Economics- Can Do

Strong local knowledge of the competitive environment – Can Do

Interfaces well with sales organization – Can Do