Retail Media Lead

Responsibilities

• Retail Media Strategy & Value Stream Development
• Shape and scale Shell's Retail Media proposition across the BeNeLux & France cluster.
• Define and own the commercial roadmap for a future‑ready, high‑performing 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 long‑term 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 highest‑impact activities
• Define pricing, rate cards, yield approaches and commercial models within agreed guardrails.
• Ensure Retail Media contributes to Shell Mobility's commercial ambitions
• Use a strong commercial mindset to balance scale, quality and operational feasibility.
• Ecosystem Design, Operations & Platform Performance
• Build end‑to‑end 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, in‑store digital and POS touchpoints.
• Drive continuous improvement of delivery quality, system performance and operational governance.
• Cross‑Team 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 customer‑journey strategies across four markets.
• Partner closely with external vendors, media partners and agencies to deliver scalable, high‑quality execution.
• Data, Insights & Performance Optimisation
• Apply a data‑driven, KPI‑led 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, fill‑rate, conversion uplift and media impact.
• Ensure Retail Media integrates with performance marketing and omnichannel measurement frameworks.
• What you bring
• Master's 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, cross‑functional 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 (in‑store, digital, CRM, loyalty) and media monetisation, translating insights into high‑performing Retail Media strategies.
• Experience leading cross‑functional 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 multi‑vendor environments and ensuring network performance.
• Strong analytical mindset, using data and experimentation to optimise targeting, yield, performance, and overall ecosystem impact.
• Strategic, customer‑centric, and entrepreneurial, with the ability to balance short‑term results and long‑term growth while simplifying complexity and driving scalable solutions.

Benefits

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 Retail Media Lead, you'll be part of the Digital Channels & Media within the Shell Mobility cluster of Benelux & France, responsible for building customer‑driven marketing that grows Fuels, EV, Convenience Retail & Loyalty performance across the network, while also scaling Shell's in‑network retail media capability. Retail Media entails driving incremental revenue, improving shopper engagement, and enabling brands to reach customers through high‑impact digital and in‑store media across the Shell network. 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. 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.

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