Retail Media Lead
Shell
Marketing & Communications
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Job Description:
What’s the role
As Retail Media Lead, you’ll be part of the Digital Channels & Media within the Shell Mobility cluster of Benelux & France, responsible for building customer‑driven marketing that grows Fuels, EV, Convenience Retail & Loyalty performance across the network, while also scaling Shell’s in‑network retail media capability.
Retail Media entails driving incremental revenue, improving shopper engagement, and enabling brands to reach customers through high‑impact digital and in‑store media across the Shell network. Guided by our North Star to deliver easy stops and enjoyable stays for every customer and every journey, you’ll elevate in‑store performance by enhancing shopper experience, increasing conversion and cross‑sell, and maximising the impact of trade and retail promotions while turning insights into tangible commercial results.
Working closely with internal teams and partners, you will drive integrated growth through customer insights, performance marketing, and experimentation – delivering solutions that enhance profitability, build lasting relationships, and make everyday journeys easier and more enjoyable.
What you’ll be doing
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Retail Media Strategy & Value Stream Development
Shape and scale Shell’s Retail Media proposition across the BeNeLux & France cluster.
Define and own the commercial roadmap for a future‑ready, high‑performing Retail Media ecosystem.
Build a new, strategic value stream for Shell Mobility across both B2C and B2B segments.
Act as a pathfinder, piloting new formats, data partnerships and innovations that expand long‑term revenue potential.
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Commercial Leadership & P&L Accountability
Hold full P&L responsibility for Retail Media revenue, cost management and profitability and ability to prioritise effectively and focus resources on highest‑impact activities
Define pricing, rate cards, yield approaches and commercial models within agreed guardrails.
Ensure Retail Media contributes to Shell Mobility’s commercial ambitions
Use a strong commercial mindset to balance scale, quality and operational feasibility.
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Ecosystem Design, Operations & Platform Performance
Build end‑to‑end Retail Media capabilities across inventory, targeting, measurement and workflow.
Work with IT, hardware and software suppliers to optimise infrastructure reliability and maximise uptime.
Ensure consistent inventory availability across forecourt screens, EV chargers, in‑store digital and POS touchpoints.
Drive continuous improvement of delivery quality, system performance and operational governance.
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Cross‑Team Collaboration & Stakeholder Integration
Orchestrate collaboration across Marketing, Loyalty & CRM, Convenience Retail, Network and broader global and local Mobility teams.
Align Retail Media activation with CR, Loyalty, category and customer‑journey strategies across four markets.
Partner closely with external vendors, media partners and agencies to deliver scalable, high‑quality execution.
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Data, Insights & Performance Optimisation
Apply a data‑driven, KPI‑led approach to improve targeting, relevancy and revenue outcomes.
Use insights to define optimisation opportunities across formats, partners, categories and customer segments.
Lead reporting, evaluation and learning loops that strengthen yield, fill‑rate, conversion uplift and media impact.
Ensure Retail Media integrates with performance marketing and omnichannel measurement frameworks.
What you bring
Master’s degree in Commercial Business Economics, Marketing, or a related discipline.
Strong experience in Retail Media and Proposition Leadership, with the ability to build, scale, and mature commercial offerings in complex, cross‑functional environments.
Proven track record shaping revenue models, pricing strategies, and value propositions, with solid P&L understanding and commercial acumen.
Deep understanding of omnichannel ecosystems (in‑store, digital, CRM, loyalty) and media monetisation, translating insights into high‑performing Retail Media strategies.
Experience leading cross‑functional programmes across Marketing, Loyalty, Retail, Network, and IT, influencing senior stakeholders and aligning internal and external partners.
Operational and technical knowledge of digital media (e.g., DOOH, content workflows, inventory, measurement), with experience managing multi‑vendor environments and ensuring network performance.
Strong analytical mindset, using data and experimentation to optimise targeting, yield, performance, and overall ecosystem impact.
Strategic, customer‑centric, and entrepreneurial, with the ability to balance short‑term results and long‑term growth while simplifying complexity and driving scalable solutions.
What we offer
You bring your skills and experience to Shell and in return you work with talented, committed people on one of the most important challenges facing our planet. You’ll have the opportunity to develop the skills you need to grow in an environment where we value honesty, integrity, and respect for one another. You’ll be able to balance your priorities as you become the best version of yourself.
Progress as a person as we work on the energy transition together.
Continuously grow the transferable skills you need to get ahead.
Work at the forefront of technology, trends, and practices.
Collaborate with experienced colleagues with unique expertise.
Achieve your balance in a values-led culture that encourages you to be the best version of yourself.
Benefit from flexible working hours, and the possibility of remote/mobile working.
Perform at your best with a competitive starting salary and annual performance related salary increase – our pay and benefits packages are considered to be among the best in the world.
Take advantage of paid parental leave, including for non-birthing parents.
Join an organisation working to become one of the most diverse and inclusive in the world. We strongly encourage applicants of all genders, ages, ethnicities, cultures, abilities, sexual orientation, and life experiences to apply.
Grow as you progress through diverse career opportunities in national and
international teams.
Gain access to a wide range of training and development programmes.
We'd like you to know that Shell has a bold goal: to become one of the world’s most diverse and inclusive companies. You can get to know more about how we're working towards that goal, click here.
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Shell
Who We Are
Shell is a global group of energy and petrochemical companies, employing 103,000 people and with operations in more than 70 countries. We use advanced technologies and take an innovative approach as we seek to help the world build a sustainable energy future.
Shell is a customer-focused organisation, serving more than 1 million commercial and industrial customers, and around 33 million customers daily at more than 47,000 Shell-branded retail service stations.
Our approach
Powering Progress sets our strategy to become a net-zero emissions energy business by 2050, generating value for our shareholders, our customers and wider society. As we move forward on this journey, we will power lives and respect nature while maintaining our core values of honesty, integrity, and respect for people.
Our values
At Shell, we share a set of core values – honesty, integrity and respect for people – which underpin all the work we do. The Shell General Business Principles, Code of Conduct and Ethics and Compliance Manual help everyone at Shell act in line with these values and comply with relevant laws and regulations.
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