Job Purpose
To lead the development and execution of the country marketing strategy, strengthening brand equity, driving customer preference, accelerating category growth and delivering sustainable commercial value across Retail, Commercial, Lubricants, Convenience Retailing and LPG.
The Marketing Manager is accountable for translating business priorities, customer insights, and market opportunities into integrated, commercially effective marketing programs that grow market share, customer acquisition, retention, loyalty and profitability.
The role provides strategic marketing leadership ensuring consistent brand positioning, differentiated customer value propositions, effective marketing investment and best-in-class execution across physical and digital customer touchpoints.
It ensures that all marketing initiatives are commercially sound, customer-focused, compliant with brand and HSSE standards, delivered on time and within budget, and aligned with the company’s overall business strategy.
The Marketing Manager works closely with Sales (retail & commercial), Retail operations, Lubricants, Supply, Finance, Pricing, Network development, HSSE, Communications, and Central marketing teams to translate business priorities into effective go-to-market plans.
Dimension :
The Marketing Manager provides strategic and operational leadership for the company’s marketing agenda across Retail & B2B, covering; fuels, lubricants, LPG, convenience retail / ONFR, payment solutions, loyalty, and other energy-related products and services.
The role has direct or accountability for:
•Development of the annual marketing plan covering relevant segments & categories to deliver business ambitions of growth and market share leadership.
•Develop and implement marketing initiatives & activities as per plan, business needs and deliver positive required return on marketing investment.
•Manage the marketing resources (budget, people, agency & other partners) and demonstrate required accountabilities.
•Product & service marketing – portfolio progression, positioning and customer value propositions.
The role has indirect accountability for:
•Undertake marketing research, competition monitoring, and build organization market/customer insights.
•Support innovation, product development and successful commercialization.
•Custodian of the Shell brand and champions brand building initiatives to achieve No. 1 brand preference and other key brand KPIs
Principal Accountabilities:
1. Brand Strategy & Equity
Manage a portfolio of established brands – Masterbrand and sub-brands – building strong, distinctive, and trusted brands that drives customer preference and competitive advantage
•Lead implementation of the brand strategy, positioning and brand building programs.
•Develop compelling brand thematic campaigns and other brand building initiatives that reinforce local relevance, product differentiation & quality, service excellence, innovation and customer value.
•Strengthen brand KPIs – awareness, consideration, preference and differentiation with objective to be a No. 1 brand in market.
•Ensure consistent application of brand identity, standards, and customer experience across all touchpoints.
•Manage local brand partnerships, sponsorships, brand ambassadors, content creators, and influencer initiatives aligned with strategic priorities.
•Review brand tracker reports to monitor brand health, competitive positioning, reputation, identifying opportunities for differentiation and improvement.
2. Marketing Strategy and Planning
Develop and deliver an insight-led country marketing strategy aligned with business growth ambitions.
•Develop annual marketing plan & budget with clear strategic priorities and activities aligned to business and category ambitions
•Translate the company’s commercial objectives into actionable marketing programs to drive volume, revenue, market share and profitability.
•Identify and prioritize growth opportunities across customer segments, categories and channels.
•Collaborate with Sales, Operations, & category teams to deliver integrated business outcomes.
•Lead marketing performance reviews, evaluate effectiveness and optimize investments to maximize commercial returns.
•Develop clear customer-segment, channel, product, pricing, communication, and promotional strategies that contribute to sustainable business growth.
•Prepare and manage the annual marketing calendar, ensuring that campaigns and programs are properly prioritized, resourced, and coordinated across the business.
•Provide strategic marketing advice to senior management on market trends, customer behavior, competitor activity, brand performance, and emerging commercial opportunities.
3. Product & Category Marketing
Accelerate category growth through differentiated propositions, customer acquisition, increased consumption and stronger market competitiveness. Across categories, develop category specific marketing plans aligned to market maturity customer needs and commercial priorities | support product launches, portfolio innovations and new customer propositions, | collaborate with category and sales teams to develop compelling offers, promotions, and activations, | monitor category performance, customer response & competitive developments. | leverage loyalty to grow retention & customer lifetime value.
•Retail fuels – drive fuel brand(s) brand preference, product differentiation for both main grade & premium fuels, premium fuel penetration, customer acquisition and volume growth through targeted & relevant campaigns.
•Commercial fuels – support B2B customer acquisition, retention and account growth through sector-specific value propositions, demonstrated value case studies and testimonials, targeted marketing and sales enablement.
•Lubricants – drive brand preference, product awareness, portfolio penetration and growth across consumer, reseller and commercial segments.
•Convenience retailing, ONFR & Food – build shop & food-to-go brand preference, grow share of key shopping & food missions, improve quality perceptions and elevate convenience shop appeal to increase footfall, conversion, basket size and repeat visits.
•LPG – build category and brand awareness, strengthen safety and quality perceptions, drive household and commercial adoption, grow customer acquisition, refill frequency and retention.
4. Customer, Consumer & Market Insights
Establish customer and market intelligence as the foundation for marketing decisions and competitive advantage.
•Lead the customer and market insights agenda in country, identifying evolving customer needs, behaviors, preferences, and purchase drivers.
•Commission and leverage market research, customer segmentation, brand tracking & customer satisfaction studies.
•Monitor competitors, pricing dynamics, category developments, and emerging market trends
•Translate insights into actionable recommendations for product innovation, proposition development, campaign planning and customer experience.
•Utilize customer feedback and use insights to improve marketing effectiveness and marketing performance
5. Campaign Development & Management
Deliver high impact integrated marketing campaigns that build brand equity and generate measurable commercial results.
•Lead end-to-end campaign planning, creative development, execution, optimization and evaluation.
•Develop strong campaign briefs to inspire agency to create compelling and strong campaigns for target audience and deliver business objectives.
•Orchestrate integrated campaigns across traditional media, digital channels, retail sites, trade channels, experiential marketing and activations
•Manage advertising, media, creative, activation and production agencies to ensure quality, efficiency and timely delivery.
•Ensure effective balance and coordination between brand-building campaigns and sales driving initiatives.
•Evaluate campaign effectiveness, against brand, customer and commercial objectives.
6. Digital Marketing, Loyalty, & Customer engagement
Accelerate digital marketing capabilities to strengthen brand visibility, customer engagement and measurable business growth.
•Develop and implement the country digital marketing strategy aligned with brand and commercial priorities.
•Lead digital campaign planning with relevant digital tactics for implementation; paid media, search, social media, mobile apps, content marketing and influencer programs.
•Manage the brand’s digital presence across websites, social platforms, and other owned digital channels
•Drive digital innovation, customer engagement and integration between online marketing and physical retail experiences
•Leverage digital analytics, audience insights, performance marketing to optimize campaign effectiveness.
•Achieve digital marketing KPIs and monitors; reach, engagement, traffic, conversion, customer acquisition and return on advertising spend.
•Support the development and promotion of loyalty programs, fleet solutions, cashless payments, fuel cards, and customer relationship-management initiatives.
•Use customer and transactional data to improve segmentation, targeting, personalization, and campaign effectiveness.
•Identify opportunities to use technology and digital solutions to improve customer experience across retail and B2B channels.
•Monitor the performance of digital, payment, and loyalty programs and recommend improvements based on customer uptake and commercial returns.
7. Trade marketing, Retail activation and Customer experience
Strengthen brand visibility and customer conversion at the forecourt, shop, or points of sale.
•Develop and implement trade marketing and point of sale visibility programs across retail B2C and commercial channels.
•Lead marketing support for new site openings, channel product introductions, promotional activities and customer activations.
•Ensure effective deployment of marketing materials, merchandising standards and brand assets
•Partner with operations and sales teams to improve customer experience at retail & other customer touchpoints.
•Evaluate activation effectiveness, conversion, incremental sales and return on marketing investment.
8. Stakeholder management & Marketing leadership
Build strong cross functional alignment and marketing capabilities to deliver business priorities
•Act as the principal country marketing business partner to Retail, Commercial, Lubricants, LPG and Convenience Retailing.
•Collaborate with central and global brand & marketing teams to localize strategies, leverage shared capabilities and adopt best practices.
•Lead, coach, and develop the country marketing team, building capabilities in strategic marketing, digital, analytics and execution.
•Influence senior stakeholders through insight-led recommendations and clear performance reporting.
•Champion a customer-centric, performance driven and collaborative marketing culture.
9. Budget and Financial Management
Maximize marketing investment effectiveness while ensuring strong governance and execution excellence.
•Develop, allocate, and optimize the annual marketing budget across brands, categories & channels, in line with approved business priorities.
•Ensure all marketing expenditure is properly planned, authorized, controlled, tracked, and reconciled.
•Allocate resources across products, channels, customer segments, and campaigns based on strategic importance and expected commercial return.
•Monitor actual expenditure against budget and implement corrective action where variances arise.
•Establish appropriate financial and performance controls for marketing programmes.
•Measure and report on marketing return on investment, including the impact on volume, revenue, margin, market share, customer acquisition, retention, and brand performance.
•Ensure transparent management of agency fees, production costs, promotional expenditure, sp