Shopper Marketing Lead
Shell
Marketing & Communications
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What’s the role
As Shopper Marketing Lead, you’ll be part of the Brand & Communications team within the Shell Mobility cluster of Benelux & France, responsible for the operations of nearly 1,000 service stations across four countries serving private customers, fleet drivers, and truck drivers. In this role, you will shape customer‑centric strategies that drive growth across Fuels, EV, Convenience Retail, and Loyalty, supporting the mobility transition at the heart of Shell’s Powering Progress Strategy. 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.
As part of the Shell Mobility BeNeLux & France Marketing team, you will translate rich customer data into compelling value propositions and high‑impact activations that strengthen our fuels portfolio, accelerate EV adoption, and unlock Convenience Retail growth. You’ll play a key role in maximising long-term customer value through a strong loyalty programme and a deep understanding of evolving customer needs. Driven by curiosity, collaboration, and experimentation, you will help deliver personalised, data‑driven experiences that elevate profitability, build lasting customer relationships, and bring solutions that make everyday journeys easier, better, and more enjoyable - always putting the customer first and going the extra mile to exceed expectations.
What you’ll be doing
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Shopper Marketing Strategy & Planning
Lead the development of a cluster‑wide shopper marketing strategy for Benelux & France, grounded in strong customer insights and market trends.
Shape a multi‑category annual activation calendar across Fresh Food, Shell Café, Ambient FMCG, and forecourt/EV.
Design seamless, end‑to‑end shopper journeys—from forecourt (Fuel, EV, Loyalty) to in‑store and Shell Café experiences.
Drive initiatives that enhance relevance, conversion, transaction frequency, basket size, and overall customer value.
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Performance Marketing & Commercial Impact
Champion a performance‑driven mindset with clear KPIs and robust measurement frameworks.
Leverage data, insights, and experimentation to continuously optimise activation and maximise commercial outcomes.
Unlock value from the full Convenience Retail (CR) portfolio to boost store productivity and revenue per visit.
Translate insights into commercially sound decisions across B2C and SFS segments.
Own and manage shopper marketing budgets, ensuring disciplined investment in high‑impact initiatives.
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Activation Development & Cross‑Channel Integration
Develop compelling activation plans that elevate the customer experience across all touchpoints.
Create impactful, customer‑relevant campaigns in collaboration with internal teams and external partners.
Integrate activation across Retail Media (in‑store screens, chargers, forecourt, POS) and Shell GO+ loyalty journeys.
Adapt strategies effectively across both Retailer and Dealer formats in NL, BE, LU, and FR.
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Collaboration & Stakeholder Leadership
Partner closely with Category Management, Shell Café, Loyalty & CRM, Retail Media, Site Operations, and Network teams.
Ensure aligned, consistent, and market‑relevant execution across the cluster.
Build strong day‑to‑day collaboration with FMCG suppliers and agency partners.
Champion a unified, insight‑led approach to shopper marketing.
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Insights, Analytics & Continuous Improvement
Continuously gather and synthesise insights from shopper behaviour, category performance, and market trends.
Identify opportunities to increase penetration, repeat visits, cross‑sell, and overall performance.
Translate analytics into clear, actionable recommendations.
Embed learnings from tests and experiments across channels, categories, and ways of working.
What you bring
Strong experience in shopper marketing, trade marketing, brand activation, or FMCG/retail environments.
Master’s degree in Commercial Business Economics, Marketing, or a related discipline.
Business-level fluency in Dutch.
Proven ability to turn customer insights into multi‑touchpoint activation that drives measurable commercial results.
Deep understanding of shopper behaviour and key conversion levers across Fresh Food, Shell Café, Ambient FMCG, and forecourt/EV journeys.
Data‑driven mindset with strong analytical skills; comfortable using KPIs, testing, and performance marketing to optimise outcomes end‑to‑end.
Ability to translate insights into clear, actionable plans and scalable toolkits adaptable across Retailer and Dealer formats.
Solid experience managing the full activation lifecycle – from strategy and briefing to execution, evaluation, and continuous improvement.
Collaborative and influential, with experience working across cross‑functional teams (Category, Loyalty & CRM, Retail Media, Operations) and external partners.
Strong stakeholder management skills, with the ability to navigate complex, multi‑market environments and drive alignment.
Clear communicator and storyteller, able to simplify complexity and influence decision‑making.
Highly organised, with the ability to manage multiple priorities in a fast‑paced commercial setting.
Results‑oriented with a strong sense of ownership, accountability, and focus on delivering customer value and business impact.
Curious, adaptable, and collaborative – bringing a growth mindset and passion for improving customer experiences.
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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