Marketing Implementation Lead- NFR

4 weeks ago

Bengaluru, India Shell Full time
, India


Job Family Group:

Commercial and Retail


Worker Type:

Regular


Posting Start Date:

March 8, 2024


Business unit:

Downstream and Renewables


Experience Level:

Experienced Professionals


Job Description:

Where you fit

Shell Mobility is the single largest customer-facing business, serving over 32m customers per day through 500,000 service champions in over 46,000 sites across 80+ countries. Our ambition is to establish Shell as the no. 1 mobility and convenience retailer. Achieving our ambitions will necessitate placing customers at the heart of our business, treating every interaction as a chance to bring our purpose to life to making people’s journeys better.

Non-Fuel retail is a critical element of our Mobility strategy. Building a credible non-fuel proposition significantly enhances the customer’s integrated experience and differentiates Shell from competition is an integral part of this growth program.

In this role, you are the brand and communications implementation lead for all Non- Fuel Categories, for the Mobility business in India. Moreover, you are responsible for driving  CRM for the Shell Asia Loyalty mobile app.

What’s the role?

As Marketing Implementation Lead – NFR (Non-Fuel Retail), you manage brand and communications for below portfolio to support business delivery.

  • convenience Retail- Shell Select
  • Fresh food and beverages : Deli2go
  • Vehicle care
  • Loyalty
  • Partnerships
  • Integrated Brand (How we position Shell Mobility as 'More Than Just a Fuel Station)

Further accountabilities are as follows:

  • Manage significant SP&A spend and hence will need to balance efficiency and effectiveness to contribute towards the P&L while creating a differentiated brand for Shell Mobility.
  • Act as custodian of NFR BSP (Brand Share preference) and HQS (High Quality Shop score) and drive the positioning of the NFR proposition as a part of the integrated offer: Ensure a strong and differentiated brand positioning for Shell Mobility in India
  • Work with agencies, global & local teams to support Brand Development & Management for creating a differentiated proposition for NFR and  Loyalty with inputs/briefs from NFR Manager, Loyalty Manager & Digital Manager.
  • Support category team with CVP creation based on consumer insights and ensure the CVP is translated into ATL and BTL actions to deliver the desired positioning.
  • Drive the brand, positioning, and communication requirements of the NFR offers including private labels and services.
  • Own and manage Thematic Promo ‘Events’ to deliver business goals, garner partner/supplier support as per agreed calendar.

Lead customer research (qualitative and quantitative) across NFR and Loyalty

  • Position Shell Asia as the best in class, customer-centric loyalty program for motorists and help in retaining existing members and acquiring new ones.
  • Design and execute customer lifecycle programs, retention and reactivation plans and ad-hoc CRM campaigns to drive loyalty KPIs and customer engagement. Plan and deliver annual CRM calendar.
  • Design comms and in-app journey for all loyalty initiatives.
  • Collaborate with the Global Loyalty, Capillary, Shell IT teams, CRM agency andwork with Product Manager for future releases and enhancements of the Loyalty program.
  • Develop comms for effectively driving partnerships both in-app as well as on site.
  • Leverage data to gather insights and independently  design campaigns.
  • Liaise with the Sales and Operations team to deliver volume uplift for respective categories..

What we need from you

  • Preferably MBA/PGDM graduate with minimum of 3+ years in Branding, Marketing Communications, etc.
  • Possess strong communications and presentation skills.
  • Internal and External Stakeholder Management experience        
  • Active Collaboration across cross-functional teams like Fuels, Loyalty, NFR, Sales & Ops, Network, ER, etc.
  • Possess Brand Management, Integrated Marketing Communications, Marketing Activation.

COMPANY DESCRIPTION

Shell is a global energy company where we work towards powering progress through more and cleaner energy solutions. We use advanced technologies and take an innovative approach to help build a sustainable energy future. In India Shell has its businesses footprint in Information Technology, Projects & Technology, Finance Operations, Integrated Gas, Downstream & Upstream spread across more than 7 main locations.

An innovative place to work

Join us and you’ll be adding your talent and imagination to a business with the ambition to shape the future – whether by investing in renewables, exploring new ways to store energy or developing technology that helps the world to use energy more efficiently, everyone at Shell does their part.

An inclusive place to work

To power progress together, we need to attract and develop the brightest minds and make sure every voice is heard. Here are just some of the ways we are nurturing an inclusive environment – one where you can express your ideas, extend your skills and reach your potential…

We are creating a space where people with disabilities can excel through transparent recruitment process, workplace adjustments and ongoing support in their roles. Feel free to let us know about your circumstances when you apply, and we’ll take it from there. We are striving to be a pioneer of an inclusive and diverse workplace, promoting equality for employees regardless of sexual orientation or gender identity. We consider ourselves a flexible employer and want to support you finding the right balance. We encourage you to discuss this with us in your application.

A rewarding place to work

As an equal opportunity employer, combining our ideas through a creative, collaborative environment and global operations – we have developed and will continue to nurture a unique workplace with an impressive range of benefits to ensure that joining Shell is an inspired and rewarding career choice for everyone.

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