Fuels & EV Marketing Manager PL
Shell
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Salary Range:
zł213,600.00 - zł319,200.00
Role Context
The Fuels & EV Marketing Manager is responsible for developing and owning the fuels and EV marketing agenda in Poland, ensuring strong commercial performance of the current fuels portfolio while supporting the transition towards EV and lower-carbon mobility. The role integrates B2C and B2B fuels and EV propositions, customer value thinking and market insight, and works in close partnership with the Fuels & EV Marketing Activation Lead to translate strategy into market activation.
We are working in highly competitive environment. Resilience to stress, positive attitude as well as willingness to learn and develop are essential. So is the passion for service stations and mobility CVPs!
Purpose
Develop and drive fuels and EV marketing strategy that supports volume, margin, customer acquisition, retention and market share growth across B2C and B2B segments, while building a strong, future-ready customer proposition for fuels and EV.
Key Accountabilities
Develop and continuously optimize fuel and EV strategy for the Mobility business in Poland.
Own the fuels and EV customer value proposition agenda in Poland, including premium fuels, core fuels and EV charging offers.
Fuels SPnA planning and management.
Utilizing the HIVE 9 marketing resource management system for planning, budgeting, and performance tracking
Translate fuels, EV, pricing, network and customer priorities into clear, compelling marketing plans and propositions.
Define strategic priorities and provide clear direction to the Fuels & EV Marketing Activation Lead for campaign execution.
Ensure fuels and EV activity is integrated into the overall Mobility Marketing calendar and aligned with the Shell brand direction.
Coordinate closely with Loyalty & Customer Value, CRM, Convenience Retail, Sales/B2B, Pricing, Network and Operations teams.
Generate customer insight from research (GRT and local), transactional data and campaign results to identify growth opportunities and improve proposition effectiveness.
Identify growth opportunities across B2C and B2B fuel and EV customer journeys, including cross-segment propositions and partnerships.
Contract Management (Holder) - managing contract creation, execution and analysis to maximize operational and financial performance at an organization, all while reducing financial risk.
Fuels & EV CVP Strategy
Develop and continuously improve customer propositions for Shell fuels and EV charging based on customer needs, business priorities and market dynamics.
Support premiumization, customer education and portfolio development across fuels and EV.
Ensure fuels and EV messaging is clear, customer-centric and consistent across the full customer journey.
Build the “red thread” between fuels, EV, brand, customer value and commercial objectives.
B2C & B2B Integration
Ensure fuels and EV marketing plans address both retail customers and business / fleet customers where relevant.
Work with B2B / SFS stakeholders to align propositions, customer messaging and activation priorities.
Identify opportunities to connect B2C and B2B customer journeys and maximise total customer value.
Customer & Market Insight
Develop a strong understanding of customer needs, behaviors and decision drivers across fuels and EV.
Monitor competitor activity, market trends, regulatory changes and customer feedback.
Translate insights into actionable plans, propositions and activation briefs.
Performance & Optimisation
Define KPIs for fuels and EV marketing activity and monitor performance across brand, commercial and customer metrics.
Use performance data and test-and-learn approaches to optimize propositions, messaging and investment priorities.
Support business cases and recommendations for marketing investment based on commercial impact.
Cross-functional Collaboration
Work closely with the Fuels & EV Marketing Activation Lead to ensure strategic priorities are translated into effective execution.
Partner with Pricing, Sales/B2B, Network, Operations, Loyalty/CRM, NFR and Global Marketing teams to ensure propositions are commercially sound and executable.
Act as the fuels and EV marketing subject-matter expert within the Polish Mobility Marketing team.
Key Performance Areas
Fuels volume and margin contribution
EV adoption and customer engagement
Market share and brand preference
Customer acquisition, retention and frequency
Marketing effectiveness and contribution to commercial KPIs
Special Challenges
Balancing fuels growth today with EV and energy transition priorities.
Managing B2C and B2B needs across different customer journeys and business models.
Operating in a highly competitive market with strong price and value perception pressures.
Translating insights into clear propositions and activation priorities without duplicating execution ownership.
Aligning multiple stakeholders across Pricing, Sales, Network, Operations, Loyalty and Global teams.
Required Experience / Qualifications
Strong marketing experience in retail, mobility, consumer goods, energy or related sector.
Experience in developing customer propositions and integrated marketing plans.
Commercial mindset with ability to link marketing activity to customer and business outcomes.
Strong analytical skills and ability to translate insights into actionable plans.
Strong stakeholder management, influencing and communication skills.
Expectation of around 3 days per week in the office (if you have case for exception, please raise during application process)
Fluent Polish (professional / near-native proficiency)
Fluent English
Additional Capabilities (Modern Scope)
Understanding of EV customer journeys and energy transition trends.
Experience with full-funnel marketing and customer value thinking.
Exposure to B2B / fleet customer propositions.
Curiosity for AI-enabled marketing tools, data-driven optimization and innovation.
As this Open Resourcing takes place during summer season, please provide in your application dates of your planned leave in the month of July so that it can be incorporated to potential assessment timelines.
Benefits Overview:
We offer an annual performance bonus paid in February, along with a comprehensive benefits package. This includes Shell-sponsored medical and life insurance, with options to extend coverage at competitive rates. Our employees benefit from a diverse and inclusive culture where care and wellbeing are a priority. Our employees enjoy vacation benefit, three additional Personal Leave Days, dedicated wellbeing spaces, subsidized canteen, 24/7 access to psychologist, a Cafeteria program and sports cards.
We foster integration through team activities, employee clubs, and networks. Our hybrid work model is supported by a Workplace Accessibility program, and we offer access to online learning platforms and a broad range of development resources. Additional benefits include participation in a voluntary long-term savings plan (PPK), discounts on pension products (IKE/IKZE) and a discounted share purchase program.
If you don't see yourself fully reflected in every job requirement listed on the posting above, we still encourage you to reach out and apply. Research has shown that women and underrepresented groups often only apply when they feel 100% qualified. We are committed to creating a more equitable, inclusive and diverse company and we strongly encourage applicants of all genders, ages, ethnicities, cultures, abilities, sexual orientation, and life experiences to apply.
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