Brand Manager à Grande-Bretagne

What’s the role

The Marketing team in Shell Energy Trading is the singular integrated marketing team for all marketing activities globally for Shell’s offer for gas and power, across B2B and Trading. The team will also provide marketing support to LNG.

Bringing regional and global marketing teams together into one team for improved efficiency and effectiveness, this team is modelled after a ‘hub & spoke’ model with a central marketing services team that acts as a centre of excellence, accountable for developing campaigns, content, assets and tools, insights, brand tracking, and managing all digital and social platforms and a central budget, to support regional & business marketing teams implement their respective marketing plans. Critical to the success of this model is having embedded marketing teams within the regions that have in-depth knowledge of local markets and are completely aligned with the local priorities to enable business value delivery. The approach maximises efficiencies with a single global team to act as an aligned, one-stop shop to optimise marketing of energy offers and creating impactful customer engagement amongst Shell Energy B2B, Trading, and Shell LNG Marketing & Trading (SLMT).

The Head of Marketing is an important role in driving efficiency and collaboration across trading with a value driven customer approach. It has two main deliverables: first to enable profitable growth of the global ‘Shell Energy’ value proposition in a regionally driven, globally efficient manner, through the hub and spoke model, and second, to drive Shell’s positioning as a key player in gas and power industry and as a leading global provider of LNG and to support reputational strategies for carbon credits.

Through the regional roles, you will be responsible for the development of regionally relevant marketing plans and their successful implementation for in-market business growth. Through the global centres of expertise, the incumbent will drive marketing excellence and cost optimisation while producing quality content, campaigns, and insights, and position the Shell Energy sub-brand. Through the LNG and trading roles, it will help shape customer approach and engagement for key commodity buyers globally and drive Shell’s reputation as a leading energy supplier. The role also requires supporting reputational tactics for carbon credits offers for trading customers as well as building impactful thought leadership content and campaigns for decarbonising energy and role of gas, power, LNG, and carbon credits.

The role requires working collaboratively with businesses across trading and closely coordinating with other business marketing teams in Downstream businesses, as well as with global and regional corporate relations and global brand team. The role leads a global team of 20 marketing specialists.

What you’ll be doing

Your key accountabilities:

1. Develop and implement a multi-year, integrated, multi-channel brand strategy to support profitable business growth and increase Shell Energy brand awareness and consideration.
2. Deliver impactful thought leadership content and campaigns to strengthen and protect Shell’s offer to market for gas (incl. LNG) and power in targeted markets and amongst key customer groups.
3. Work closely with Corporate Relations to drive gas, power, and LNG advocacy, and provide reputational support for carbon credits using digital, social, and conventional forums.
4. Own and build a consistent global Shell Energy external narrative and brand positioning that supports Shell’s global strategy of ‘delivering more value with less emissions.’
5. Develop external partnerships and collaboration opportunities to support business advocacy and thought leadership efforts.
6. Implement an agile, globally driven, and locally implemented marketing plan across Shell Energy regions in line with long-term business strategy and growth targets.
7. Engage and advise senior stakeholders (EVPs and SVPs) and the business leadership teams on Shell Energy’s external strategy and positioning.
8. Work across Shell Energy Trading, B2B, and SLMT for an integrated marketing and customer engagement strategy to position Shell as a trusted partner in customers’ energy and decarb journeys.
9. Develop competitively differentiated insights on key B2B customers segments in each market deploying digital marketing tools and programs to support lead generation.
10. Deliver a world-class digital strategy with innovative new platforms and smart digital marketing tactics.
11. Lead a team accountable for translating business strategy into customer focused and high value impact marketing plans, programmes, and deliverables, bringing in external perspectives and functional knowledge to competitively deliver business agenda for B2B, Trading, and LNG.
12. Ensure all marketing activities are monitored and measured for their effectiveness. Utilise data and insights to drive performance and ROI, with a particular focus on measuring and transparently reporting incremental value of digital marketing activity to determine best value for spend.
13. Drive excellence by nurturing and promoting a best-in-class marketing culture and embedding core competencies and behaviours to drive high performance.
14. Lead agency relationships to ensure “right fit” partners and best in class value delivery while creating global synergies for marketing ROI.
15. Support acquisition or divestment of companies from a marketing and branding perspective.
16. Own the global and regional marketing budgets and drive accountability for delivering on time and within budget and with high ROI.
17. Embed Goal Zero mindset through visible management leadership.

Dimensions:

• Team management of 19 staff across all regions.
• Responsible for the marketing strategies and implementation of marketing plans for the global Shell Energy sub-brand and all for all regions to support overall business delivery.
• Improve cost, discipline and resource efficiencies.
• Improve ability to respond to regional opportunities while leveraging global scale & positioning.
• Deliver consistent and compelling external narrative.
• Marketing excellence and cost optimisation.
• Global brand alignment for a strong and consistent Shell Energy brand.

What you bring

Successful candidate will be reporting to the Vice President Customer Solutions. The ideal candidate will need to be a demonstrated effective leader who can create collaborative, diverse, and unified teams globally. You must have an extensive communication and marketing background, commercial and strategic mindset, financial acumen, ability to articulate/message complex themes into digestible/meaningful narratives, and strong executive communications/presentations and the ability to lead cross business and functional teams. Deep understanding of gas, power, carbon trading, and LNG is fundamental with proven experience of delivering marketing, comms, and reputational strategies for each as well as driving thought leadership and advocacy positions.

1. Bachelor’s degree in marketing, business, or other relevant field of study required.
2. Extensive years of combined marketing / brand & comms / business development / origination experience with significant years in an energy / trading organisation.
3. Significant experience in comms and reputation management.
4. Deep understanding of trading and proven delivery and experience working with trading teams with a focus on gas, LNG, power, and carbon credits.
5. Proven track record of delivery across teams, marketing, strategy & portfolio, commercial businesses, and projects.
6. Experience developing brands and customer offers with proven experience in delivering thought leadership content and campaigns for gas, LNG power, and carbon credits.
7. Ability to influence others, both peers and senior leaders.
8. Excellent verbal and written communications.
9. Strategic thinker with ability to connect across businesses to deliver end customer value.

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, and life experiences to apply.
• Grow as you progress through diverse career opportunities in 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.

Shell in The United Kingdom

Shell UK remains one of the North Sea’s biggest producers, supplying around 10% of the UK’s total oil and gas needs. But perhaps the most recognisable face of Shell in the UK is our network of over 1,000 Shell-branded service stations.

In the years ahead, as the UK looks to strengthen energy security and deliver its 2050 net-zero goal, Shell UK aims to play a crucial role. We aim to be a major investor in the UK energy system by helping our customers decarbonise with a focus on transport and industry.