Retail Media Lead

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Whats the role

As Retail Media Lead youll be part of the Digital Channels & Media within the Shell Mobility cluster of Benelux & France responsible for building customerdriven marketing that grows Fuels EV Convenience Retail & Loyalty performance across the network while also scaling Shells innetwork retail media capability.

Retail Media entails driving incremental revenue improving shopper engagement and enabling brands to reach customers through highimpact digital and instore media across the Shell network. Guided by our North Star to deliver easy stops and enjoyable stays for every customer and every journey youll elevate instore performance by enhancing shopper experience increasing conversion and crosssell 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 youll be doing

• Retail Media Strategy & Value Stream Development

  • Shape and scale Shells Retail Media proposition across the BeNeLux & France cluster.

  • Define and own the commercial roadmap for a futureready highperforming 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 longterm revenue potential.

• 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 highestimpact activities

  • Define pricing rate cards yield approaches and commercial models within agreed guardrails.

  • Ensure Retail Media contributes to Shell Mobilitys commercial ambitions

  • Use a strong commercial mindset to balance scale quality and operational feasibility.

• Ecosystem Design Operations & Platform Performance

  • Build endtoend 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 instore digital and POS touchpoints.

  • Drive continuous improvement of delivery quality system performance and operational governance.

• CrossTeam 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 customerjourney strategies across four markets.

  • Partner closely with external vendors media partners and agencies to deliver scalable highquality execution.

• Data Insights & Performance Optimisation

  • Apply a datadriven KPIled 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 fillrate conversion uplift and media impact.

  • Ensure Retail Media integrates with performance marketing and omnichannel measurement frameworks.

What you bring

• Masters 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 crossfunctional 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 (instore digital CRM loyalty) and media monetisation translating insights into highperforming Retail Media strategies.

• Experience leading crossfunctional 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 multivendor environments and ensuring network performance.

• Strong analytical mindset using data and experimentation to optimise targeting yield performance and overall ecosystem impact.

• Strategic customercentric and entrepreneurial with the ability to balance shortterm results and longterm 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. Youll have the opportunity to develop the skills you need to grow in an environment where we value honesty integrity and respect for one another. Youll 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.

Wed like you to know that Shell has a bold goal: to become one of the worlds most diverse and inclusive companies. You can get to know more about how were 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 103000people and with operations in more than 70countries. 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 than1million commercial and industrial customers and around 33 millioncustomers daily at more than 47000Shell-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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