Purpose of position

Develop & Implement premium fuels marketing initiatives, defined by the Premium Gasoline Strategy, through effective coordination with Global Solutions, Manufacturing, Supply & Distribution, cluster and local Fuels Marketing teams. Provide technical expertise as required. Be the Fuels & Forecourt (F&F) team expert on premium fuels implementation in Europe, Canada, Africa & Latin America.

Position dimensions

Number of countries: 35

Premium Fuels Volumes - target of 10 Billion Litres globally.

Premium Fuels C3 - target of 500 Million US$/yr globally.

Number of sites: 36.400 retail stations.

Reports to:

Global Marketing Mngr of V-Power fuels.


Shell International Petroleum Company

Area of coverage

Europe, Canada, Africa, Latin America


Drive Premium Fuels (gasoline and diesel) marketing activities aligned with the Premium strategic direction to ensure Shell is the leader in quality Premium Fuels in the marketplace.

Ensure main grade propositions remain compelling, manage proposition refreshment & NPD when necessary, and interface with Strategy Manager on CVP to ensure proposition remains consistent with overall CVP.

Manage the implementation facets of Premium fuels marketing Campaign introduction in local markets including:

• Requesting pre-introduction consumer research & customer segment analysis

• Generation of concept ideas for product proposition within existing CVP

• Coordinate cross functional work stream for integrated initiatives, e.g. convenience retailing, global solutions, lubes, payment and loyalty

• Provide input to customer research & customer communications via B&CVP teams including the generation of corresponding briefing documents

• Validation of proposition appropriateness and feasibility

• Contracting with Supply and Distribution, coordinating with Regional Fuels Marketing Implementers, suggesting optimal timing of any marketing communications, interaction with community leaders where necessary, and ensuring all legal, HSS and Environmental processes are followed.

Support Operating Units pre, during and post launch, e.g. with briefing toolkits, presentations and workshops.

Collect, consolidate and analyse data to validate success of the marketing campaign with key metrics. Report results to Retail stakeholders Support PIR of overall marketing campaign by coordinating and analysing feedback from operating units.

Monitor performance (price, volume, margin, consumer perception, profitability) of Premium fuels in all markets and feed into strategy manager & pricing team for overall performance analysis.

Monitor & track competitor activities in all markets and feed into strategy manager for overall performance analysis.

Ensure project management processes are followed, e.g. budget & timeline coordination and tracking, critical workflow analysis, etc.

Part of a Global team, focal point of the Premium Fuels Marketing Team.

Lead & Support the Functional Competency development & input of functional skillpool.

Competences required

Manages Business Performance - Skill

Business Planning and Evaluation - Skill

Manages Knowledge and Information - Skill

Develop and Implement Communications Plans - Skill

Formulate Strategies and Plans - Skill

Develop Customer Value Proposition (CVP) - Skill

Works and Embeds Change - Skill

Focuses Externally - Skill

Manage Projects - Skill

Manage Fuel Pricing Process - Skill

Manage Fuel Pricing Execution- Skill

Understand Business and Competitors - Skill

Manage Consumer, Market & Competitors Research and Generate Insights - Skill

Apply Shell Brand Standards and Policies - Mastery

Builds Shared Vision/ Engages Stakeholders - Skill

Champions Customer Focus - Skill

Delivers Results - Skill

Demonstrates Courage - Skill

Demonstrates Professional Mastery - Skill

Displays Personal Effectiveness - Skill

Motivates, Coaches, and Develops - Skill

Analyse and Solves Problems - Skill

Communicates and Persuades - Skill

Uses Computer and Communication Systems - Skill

Teamworking - Skill

Manage Retail Fuels Product Development Process - Skill

Manage Retail Fuels Portfolio and Re-fuelling - Skill

Manage Retail Fuels Pricing Strategy - Skill