📌 Core Information
🔹 Job Title: Marketing Implementation Lead - Fuels
🔹 Company: Shell
🔹 Location: Bangalore - Retail Office, India
🔹 Job Type: Full-Time
🔹 Category: Commercial and Retail
🔹 Date Posted: April 3, 2025
🔹 Experience Level: Experienced Professionals
🔹 Remote Status: On-site
🚀 Job Overview
Key aspects of this role include:
- Managing brand and communications for Fuels and E-mobility portfolio
- Supporting business delivery and contributing to P&L
- Balancing efficiency and effectiveness in managing significant SP&A spend
- Creating a purpose-driven, differentiated brand for Shell Mobility
ASSUMPTION: This role is critical for achieving 2025 plans and requires a balance between marketing effectiveness and cost efficiency.
📋 Key Responsibilities
✅ Custodian of Fuels BSP (Brand Share preference) and HQF (High Quality Fuels score), sustain and grow Shell High Quality Fuels perception to increase differentiated fuel penetration and grow market share
✅ Media planning: Conceptualization and execution of media campaigns for Shell Fuels and E-mobility, support category managers with CVP creation/Customer offer development, and ensure CVP is translated into ATL and BTL actions to deliver desired results
✅ Monitor and analyze media performance metrics to refine strategies and maximize ROI
✅ Agency management: Work with creative and media agencies, global and 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
✅ Lead customer research (qualitative and quantitative) to gain insights into market trends, customer preferences, and competitive landscape
✅ Develop comms for effectively driving partnerships both in-app as well as on-site for E-mobility
✅ Support UI/UX for Shell Recharge mobile app and work with Digital Manager for future releases and enhancements
✅ Design and execute customer lifecycle programs, ad-hoc CRM campaigns to drive customer engagement, and plan and deliver annual CRM calendar for Shell Recharge
✅ Leverage data to gather insights to design campaigns and keep up with trends in the fuel retail industry
ASSUMPTION: This role requires a high level of collaboration with cross-functional teams and stakeholders, both internal and external.
🎯 Required Qualifications
Education: Preferably MBA/PGDM graduate
Experience: Minimum of 3+ years in Branding, Marketing Communications, or related fields
Required Skills:
- Strong communications and presentation skills
- Internal and external stakeholder management experience
- Strong understanding of the fuel retail industry
- Active collaboration across cross-functional teams
- Brand Management, Integrated Marketing Communications, and Marketing Activation
- Ability to think creatively and deliver marketing comms in constrained environments
- Ability to make quick pivots as per market conditions
Preferred Skills:
- Experience in the fuel retail sector in India
- Fluency in local languages (e.g., Hindi, Kannada)
ASSUMPTION: Candidates with experience in the fuel retail sector in India and fluency in local languages may have an advantage in this role.
💰 Compensation & Benefits
Salary Range: INR 12-18 LPA (Estimated, based on industry standards for experienced professionals in the marketing field in Bangalore)
Benefits:
- Competitive benefits package
- Opportunities for professional development and growth
- Global exposure and diverse work environment
Working Hours: Full-time position, typically 40 hours per week, with flexibility for occasional overtime or remote work as needed
ASSUMPTION: The salary range provided is an estimate based on industry standards and may vary depending on the candidate's experience and qualifications.
📌 Applicant Insights
🔍 Company Context
Industry: Energy and Petroleum
Company Size: Large (over 80,000 employees globally)
Founded: 1907 (Royal Dutch Shell), 1912 (Shell Transport and Trading Company)
Company Description:
- Shell is an international energy company with expertise in the exploration, production, refining, and marketing of oil and natural gas, and the manufacturing and marketing of chemicals
- Shell operates in over 80 countries and has around 86,000 employees
- Shell's purpose is to power progress together by providing more and cleaner energy solutions
Company Specialties:
- Upstream (Exploration and Production)
- Downstream (Marketing, Refining, and Chemicals)
- Trading and Supply
- Projects and Technology
Company Website: https://www.shell.com/
ASSUMPTION: Shell's size and global presence offer applicants opportunities for career growth and international exposure.
📊 Role Analysis
Career Level: Mid-level to senior marketing role, with potential for growth into management or specialist positions
Reporting Structure: Reports to the Brands and Communications Manager within the Mobility Marketing function
Work Arrangement: On-site, with occasional flexibility for remote work or overtime as needed
Growth Opportunities:
- Potential to take on additional responsibilities or lead projects as experience and performance develop
- Opportunities for internal transfers or promotions within the Shell organization
- Chance to gain experience in a global energy company and work with diverse teams
ASSUMPTION: This role offers growth opportunities through increased responsibilities, internal transfers, and exposure to diverse teams and projects.
🌍 Location & Work Environment
Office Type: Corporate office environment with a mix of open-plan and private workspaces
Office Location(s): Bangalore - Retail Office, India
Geographic Context:
- Bangalore is the capital of the Indian state of Karnataka and is known for its tech industry and pleasant climate
- The Bangalore - Retail Office is located in a modern business district with nearby amenities
- Bangalore is well-connected by air, rail, and road, with extensive public transportation options
Work Schedule: Monday to Friday, 9:00 AM to 6:00 PM, with flexibility for occasional overtime or remote work as needed
ASSUMPTION: The Bangalore office provides a modern work environment with access to amenities and transportation options.
💼 Interview & Application Insights
Typical Process:
- Online application and resume screening
- Phone or video screening
- In-person or virtual interviews with hiring manager and/or team members
- Final round with senior leadership or HR
Key Assessment Areas:
- Marketing and communication skills
- Industry knowledge and understanding of the fuel retail sector
- Stakeholder management and collaboration skills
- Problem-solving and analytical skills
Application Tips:
- Tailor your resume to highlight relevant marketing and communication skills, industry experience, and stakeholder management experience
- Prepare examples of successful marketing campaigns or projects you've led, focusing on results and impact
- Research Shell's company culture and values to demonstrate your fit during the interview
ATS Keywords: Marketing, Brand Management, Communications, Media Planning, Customer Research, CRM, E-mobility, Fuels, Shell, Stakeholder Management, Collaboration, Data Analysis, Trend Awareness, Creative Thinking
ASSUMPTION: Applicants should tailor their resumes and prepare for interview questions focused on marketing skills, industry knowledge, and stakeholder management.
🛠️ Tools & Technologies
- Microsoft Office Suite (Word, Excel, PowerPoint)
- Marketing automation and CRM platforms (e.g., Salesforce, Marketo)
- Data analysis and visualization tools (e.g., Tableau, Power BI)
- Project management tools (e.g., Asana, Trello)
ASSUMPTION: Familiarity with marketing automation, CRM, data analysis, and project management tools is beneficial for this role.
👔 Cultural Fit Considerations
Company Values:
- Honesty, Integrity, and Respect
- Safety, Security, and Sustainability
- Collaboration and Partnership
- Innovation and Performance
Work Style:
- Results-driven and focused on delivering business outcomes
- Collaborative and inclusive, with a focus on teamwork and stakeholder engagement
- Adaptable and resilient, with the ability to thrive in a dynamic and changing environment
Self-Assessment Questions:
- Do you align with Shell's company values, particularly in terms of honesty, integrity, and respect?
- Are you comfortable working in a collaborative and inclusive environment, engaging with diverse stakeholders?
- Do you have the ability to adapt and thrive in a dynamic and changing environment, such as the fuel retail sector in India?
ASSUMPTION: Applicants should assess their fit with Shell's company values and work style, as well as their comfort with a dynamic and changing environment.
⚠️ Potential Challenges
- Managing a significant SP&A spend while balancing efficiency and effectiveness
- Operating in a dynamic and competitive fuel retail sector in India
- Collaborating with multiple internal and external stakeholders, requiring strong communication and stakeholder management skills
- Keeping up with trends in the fuel retail industry and adapting marketing strategies accordingly
ASSUMPTION: Applicants should be prepared to address these potential challenges and demonstrate their ability to manage resources effectively, adapt to change, and collaborate with stakeholders.
📈 Similar Roles Comparison
- This role is unique in its focus on the Fuels portfolio and E-mobility within the Mobility Marketing function
- Compared to related roles in marketing or brand management, this position requires a strong understanding of the fuel retail sector and the ability to balance efficiency and effectiveness
- Career progression may involve taking on additional responsibilities, leading projects, or transitioning into management or specialist roles within Shell
ASSUMPTION: Applicants should understand the unique aspects of this role and be prepared to highlight their relevant skills and experience in the fuel retail sector and marketing.
📝 Sample Projects
- Developing and executing a successful marketing campaign to increase differentiated fuel penetration and grow market share for Shell High Quality Fuels
- Managing agency relationships to create a differentiated proposition and drive the positioning for Shell Fuels, resulting in improved brand perception and customer engagement
- Designing and implementing customer lifecycle programs and CRM campaigns to drive customer engagement and loyalty for Shell Recharge
ASSUMPTION: Applicants should be prepared to discuss their experience with similar projects and demonstrate their ability to deliver results in a marketing role.
❓ Key Questions to Ask During Interview
- What are the key priorities for this role in the first 30, 60, and 90 days?
- How does this role fit into the overall Mobility Marketing function and Shell's broader strategy?
- What are the most significant challenges facing the Fuels portfolio and E-mobility in the Indian market, and how can this role address them?
- What opportunities are there for growth and development within this role and the broader Mobility Marketing function?
- How does Shell support work-life balance and employee well-being, particularly for on-site employees?
ASSUMPTION: Applicants should ask thoughtful questions that demonstrate their interest in the role and understanding of the industry and company.
📌 Next Steps for Applicants
To apply for this position:
- Submit your application through the provided link
- Tailor your resume to highlight relevant marketing and communication skills, industry experience, and stakeholder management experience
- Prepare a cover letter explaining your interest in the role and how your skills and experience make you a strong fit
- If applicable, prepare examples of successful marketing campaigns or projects you've led, focusing on results and impact
- Follow up with the hiring manager or HR within one week of submitting your application, expressing your continued interest in the role
⚠️ This job description contains AI-assisted information. Details should be verified directly with the employer before making decisions.
