Marketing Implementation Lead - Fuels

Location: Bangalore
Department: Marketing

Mobility is Shell's largest customer-facing business, serving over 32 million customers daily through a network of over 46,000 sites across 80+ countries.

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.

Responsibilities:

• 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.
• Plan and execute integrated marketing campaigns across digital, social, retail, and on-ground touchpoints to strengthen brand awareness, consideration, and customer engagement.
• 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.

Requirements:

• 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.

Benefits:

• 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.
• Grow as you progress through diverse career opportunities in national and international teams.
• Gain access to a wide range of training and development programmes.