B2C Marketing & Communications Lead

About us

Shell Global Mobility serves a staggering 30 million customers daily at our 46,000 branded service stations, making us the world’s biggest mobility retailer and a trusted beacon on the road. Our global purpose is to power progress together with more and cleaner energy solutions (#MakeTheFuture). We are constantly evolving to meet the needs of our customers, offering a range of quality fuels and a retail experience that is all about convenience, quality, and choice.

In South Africa, the Shell Mobility channel serves over 135,000 customers daily at 600+ forecourts and 260+ Select Stores. The future of Shell Mobility is about providing customers with a mosaic of energy solutions and the best experience no matter what cars they drive, giving them choices, convenience, and a premium experience. We are on a significant and ambitious journey to high grade our portfolio and thrive through the energy transition. Achieving our ambitions will mean keeping customers at the heart of our business and treating every interaction as a chance to deliver on our Mobility purpose of making life’s journeys better. The Mobility Marketing Team is passionate about Shell’s customers and creating long-term business value.

Come and join us as we embark on the next phase of our ambition!

This is an exciting opportunity to lead the Marketing Communications space! Reporting to the Mobility Marketing Manager, you will play a crucial role in advancing digital-first, creatively driven, and integrated marketing communications for the Shell Master brand, Shell Mobility, Shell V-Power, Shell Helix, the V+ Rewards Program, Shell Fuels Save, Shell Café, and Shell Select.

Your responsibilities will encompass all marketing communications channels, with the goal of engaging and compelling consumers, driving demand, increasing market share, and enhancing brand preference.

Where You Fit In?

The ideal candidate will lead the development of innovative processes for initiating, briefing, executing, delivering, and measuring various communication programs. This role transcends traditional marketing communications, requiring creative approaches to engage audiences through direct channels and platforms, while leveraging a range of Martech solutions. The successful candidate will have a proven track record in crafting integrated marketing communications campaigns that achieve both marketing and business objectives cost-effectively, all while reinforcing the Shell brand. They should excel in leading through influence, managing teams effectively, and possess expertise in agency and contract management, as well as business partnering. Strong operational skills, organizational abilities, and expertise in planning, budgeting, and stakeholder management are essential. As the B2C Marketing & Communication Lead, you will play a pivotal role in driving our growth ambitions for Mobility. Your responsibilities will include developing, testing, and refining market-leading Customer Value Propositions. This position demands an agile, customer-focused, and commercially savvy marketing professional.

The Role:

• Develop, lead, and implement marketing and communication strategies to deliver growth in:
• Market Share
• Brand Share of Preference
• Fuel Volume and Non-Fuel Revenue
• Margins
• Customer Satisfaction
• Lead the coordination of the Strategic Marketing Planning across various Mobility channels and class of trade.
• Coordinate the Development of competitive Brand, Marketing and Communication strategies with relevant agencies.
• Work closely with the relevant agencies to ensure B2C insights, habits, and behaviors are used to develop relevant communication ideas and media plans.
• Translate strategies into executable marketing and communication initiatives to deliver credible, competitive, and affordable marketing and communications plans.
• Develop and communicate the brand message to the customer within the guidelines set by the global brand and aligned with the local leadership team.
• Guide future business development initiatives and deliver relevant marketing communication strategies.
• Manage relationships with key external stakeholders such as Shell retailers, agencies, press, industry associations, and partners.
• Manage technical partnerships in collaboration with the fuels team and in line with the sponsorship strategy directive.
• Collaborate with the Corporate Relations Team to build brand advocacy through the delivery of PR strategy that is commercially sensible and reflective of Mobility’s energy transition ambition.
• Collaborate with Fuels & E-Mobility, Convenience Retail (CR), Payments, Loyalty & CRM, and Operational Excellence teams to deliver integrated campaigns where required.
• Develop business cases for marketing campaigns to establish the marketing and business objectives for all communication plans and attend to the relevant post-investment appraisal processes.
• Manage the Fuels and Brand Selling, Promotions & advertising (SP&A) budgets, execution and tracking of ROI and ensure that all marketing activities are evaluated in Hive9 tool.

What We Need from you?

• Degree holder with marketing and commercial experience, knowledgeable on operations.
• Proven track record of leadership skills in driving various marketing and business projects and an ability to forge positive working relationships with external and internal partners and stakeholders.
• Degree in marketing or economics, good overall understanding of the Retail business.
• 10-15 years’ experience in Brand, Marketing and Communication with an understanding of the appropriate marketing tools and principles.
• Experience in developing and running ATL & BTL & Digital campaigns in Retail channel (or relevant).
• Strong business analytical and problem-solving skills, commercial mindset.
• Strong customer generating insights skills with experience in translating into an actionable plan.
• Self-directed and highly self-motivated, and effectively manage competing priorities.
• Strong project management skills required. Fluent English.
• Ability to manage complex projects and handle numerous relationships.
• Strong interpersonal and excellent organisational skills.
• Proven entrepreneurial mindset.
• Networking, influencing, negotiating skills, outstanding stakeholder management skills.
• Able to work under pressure and against tight deadlines.