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

Your key accountabilities:

• Develop and implement a multi-year, integrated, multi-channel brand strategy to support profitable business growth and increase Shell Energy brand awareness and consideration..
• 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.
• 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.
• 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.’
• Develop external partnerships and collaboration opportunities to support business advocacy and thought leadership efforts.
• Implement an agile, globally driven, and locally implemented marketing plan across Shell Energy regions in line with long-term business strategy and growth targets.
• Engage and advise senior stakeholders (EVPs and SVPs) and the business leadership teams on Shell Energy’s external strategy and positioning.
• 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.
• Develop competitively differentiated insights on key B2B customers segments in each market deploying digital marketing tools and programs to support lead generation.
• Deliver a world-class digital strategy with innovative new platforms and smart digital marketing tactics.
• 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.
• 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.
• Drive excellence by nurturing and promoting a best-in-class marketing culture and embedding core competencies and behaviours to drive high performance.
• Lead agency relationships to ensure “right fit” partners and best in class value delivery while creating global synergies for marketing ROI.
• Support acquisition or divestment of companies from a marketing and branding perspective
• Own the global and regional marketing budgets and drive accountability for delivering on time and within budget and with high ROI
• Embed Goal Zero mindset through visible management leadership

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:

• Develop and implement a multi-year, integrated, multi-channel brand strategy to support profitable business growth and increase Shell Energy brand awareness and consideration..
• 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.
• 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.
• 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.’
• Develop external partnerships and collaboration opportunities to support business advocacy and thought leadership efforts.
• Implement an agile, globally driven, and locally implemented marketing plan across Shell Energy regions in line with long-term business strategy and growth targets.
• Engage and advise senior stakeholders (EVPs and SVPs) and the business leadership teams on Shell Energy’s external strategy and positioning.
• 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.
• Develop competitively differentiated insights on key B2B customers segments in each market deploying digital marketing tools and programs to support lead generation.
• Deliver a world-class digital strategy with innovative new platforms and smart digital marketing tactics.
• 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.
• 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.
• Drive excellence by nurturing and promoting a best-in-class marketing culture and embedding core competencies and behaviours to drive high performance.
• Lead agency relationships to ensure “right fit” partners and best in class value delivery while creating global synergies for marketing ROI.
• Support acquisition or divestment of companies from a marketing and branding perspective
• Own the global and regional marketing budgets and drive accountability for delivering on time and within budget and with high ROI
• Embed Goal Zero mindset through visible management leadership.