Hamburg, Germany Job Family Group: Commercial and Retail Worker Type: Regular Posting Start Date: January 24, 2025 Business unit: Downstream and Renewables Experience Level: Experienced Professionals Job Description: Are you looking for an opportunity to play a key role in helping the world’s leading Mobility provider and world’s largest retailer succeed through the energy transition? Working in Mobility gives you an opportunity to be part of the most customer-facing business in Shell, influence one of the most recognizable brands in the world, enhance employee’s commerciality and make a global impact. Where You Fit In Shell Mobility is the world’s largest mobility retailer with a global footprint across 80 markets, a network of 47,000 mobility locations serving 33 million customers every day and over 60,000 EV charge points. Shell Mobility’s mission is ‘Making Life’s Journeys Better’. To be the most preferred destination for customers to fuel, charge up and replenish. We win or lose by how well we serve and deliver each customer visit and transaction. As Shell power progress through the energy transition, Mobility is critical to helping the company deliver more value with less emissions, continuing our ambition to be no. 1 in offering integrated Mobility solutions in mobility fuels, NFR, and e-mobility. Achieving our ambitions will necessitate us to be Focused, Faster, Future Ready when it comes to 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, innovating to meet our customers’ changing expectations around convenience, product quality, digitalization and service. The Role • Shell Recharge is a hero-sub brand within the Shell brand group, developed to represent EV Charging Product & Services for all Shell customers, be they business or private. It is also an important sub brand to support the elevation of Shell’s Powering Progress strategy. • This role will develop the Shell Recharge brand, evolving it into a premium brand that enables Shell Mobility to maximise total value from its growing customers. • The key is to translate the CVP into multi-year brand and business building campaigns; develop strategies on how to increase penetration in key regions and synergies across different functions of Mobility business. Additionally, the role will review CVPs across the full emobility ecosystem including destination, roaming as well as MSP marketing strategy. • Success in the role will be entail delivering key brand and commercial performance metrics across applicable markets, including piloting CVP new ideas and CVPs applicable to these markets. • Owns the Shell Recharge Brand, currently delivering $40m C3 with a target (2023 greater than $111m). The role plays a pivotal role in delivering utilization across the ecosystem. • Owns the Shell Recharge Portfolio Integration strategy for current and future acquisitions – working with core markets on full integration plans. • Define the brand strategy, develop 3–5-year brand plans and grow the value from the brand whilst staying true to the CVP and consumer insights. • Provide continuous stream of content for local markets to strengthen loyalty and grow sales; whilst retaining alignment with the mobility strategy. • Collaborate with local marketing teams to ensure sufficient SP&A investment and right channel focus to sustain growth of the brand and support the key markets with their related marketing activity. • The role will drive brand development by bringing the customer value proposition (CVP) to life through brand activation ideas. Ensure that product benefits and claims are brought to life through customer engagement programs. • Inspire and engage with key priority market units to implement Shell Recharge Brand plans in highly competitive environments to deliver annual plans that meet the business targets – where needed ensure putting course correction measures in place to drive growth. • Lead discussions with the market units and regional teams to support and ensure annual targets are met. • Brand Guardianship: Keeping a consistent brand image across all content What We Need from You Hard Skills: • Brand, Marketing and CVP development. • Proficient in Brand Management & defining customer value propositions an advantage. • Proficient managing marketing agencies • Excellent communication & stakeholder management - engaging cross-functional teams. • Commercial acumen including budget & performance management. • Stakeholder influence & management skills • Bachelor’s degree in Marketing, Business Administration, or a related field preferred. Soft Skills: • Project management skills – Being able to lead and drive work across multiple workstreams to ensure the successful delivery of an opportunity across its lifecycle. • Track record of delivery – this space is new, and nascent. Hurdles are frequent. A ‘can-do’ attitude, passion for achievement, as well as the energy transition, is important. • Comfortable with ambiguity – similarly, the path to success is not always clear. • Reporting to Low Carbon Lead, in Global Mobility Products, Pricing, Communications • greater than 30 markets supported worldwide across Mobility business, including support with Licensees • Up to $1.5m total team budget management • Country Marketing Managers, Products & Technology, Network & E-Mobility, Portfolio Companies like Ubitricity, Low Carbon Solutions, Global Strategy. We encourage employees to share if they have specific flexible working requirements. Flexibility will mean different things to different people, and we are interested to know what might be needed to help you succeed and be at your best. We will endeavor to accommodate those requirements with consideration both for what is required in the role and taking the lead from a local country policy perspective. - DISCLAIMER: Please note: We occasionally amend or withdraw Shell jobs and reserve the right to do so at any time, including prior to the advertised closing date. Before applying, you are advised to read our data protection policy. This policy describes the processing that may be associated with your personal data and informs you that your personal data may be transferred to Shell/Shell Group companies around the world. The Shell Group and its approved recruitment consultants will never ask you for a fee to process or consider your application for a career with Shell. Anyone who demands such a fee is not an authorised Shell representative and you are strongly advised to refuse any such demand. Shell is an Equal Opportunity Employer.