Shopper Marketing Lead

Responsibilities

• 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.
• 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.
• 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.
• 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.
• 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

Additional Information

, Netherlands Job Family Group: Sales & Marketing Worker Type: Regular Posting Start Date: May 22, 2026 Business Unit: Downstream and Renewables Experience Level: Experienced Professionals Job Description: 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.

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