Auto-Retailer Channel Marketing Manager

Shell - Manila

Job Description Back

Job ID 59437BR

The position will be responsible for the development of the  Hi-street retailer channel in the country in line with the agreed objectives for the particular lubes brand.

For Indirect, this role is to lead collaboration with Brand Marketing, Sales and Distributors in delivering hi-street retail channel and activation plan
1. With Marketing, develop the CVP for hi-street retail shops to enhance the Shell Brand Experience and sowing Customer Loyalty
2. With the ICAMs, develop IWS channel and activation plan with hi-street retail shop focus
3. With Distributors, lead in convincing the Distributors to grow IWS channel, invest in the IWS program, and measure the key performance indicators to ensure success
4. Accelerate penetration of premium grades
5. To ensure HSSE and SGBP behaviors and activities consistent with stated corporate aspirations

• Accountable to deliver the profitability (C3) target through both B2C indirect in countries
• E2E ownership of the full 4 Ps of marketing in the distributor IWS channel to deliver the C3 targets focusing on hi-street channel in the most efficient and impactful way
• Drive CVP, establishing networks, and monitoring results on hi-street channel activations
• Grow premium sales faster than total and faster than the market to improve both premium mix, market share and overall profit growth
• Develop & implement clear long-term channel strategy and vision, aligned to global platform, to deliver both short-term and long-term sustainable profit growth with/through distributors, including ownership for respective portions of 2018 Roadmaps, regularly updated/refreshed through new insights, marketing opportunities, trends & ideas generation.
• Help deliver the portfolio health metric in Indirect channels, including product lifecycle, C3/Finished Product Stock and inventory working capital.
• Own the Pricing Strategy, trade programs and accountable for Unit C3 and price premium achieved through distributors via value creation and extraction in order to maximize total C3.
• Accountable for SP&A planning, execution and return on investment leveraging advanced analytics and insights to plan and evaluate most efficient ways to reach target audience through distributors.  This includes, but is not limited to, traditional elements of brand/mktg communications such as media, PR, digital, events, etc.
• Leveraging assets and offers from global marketing, must deliver well-integrated and brand aligned campaigns that create maximum impact through differentiation.
• Enable the Shell & Distributor sales teams to implement propositions into the customers/markets through close connection and shared learning.  Position and equip the sales staff to value sell to capture the incremental value created through marketing activities and brand strength.
- Manage agencies and vendors to effectively develop outsourced elements of the marketing mix, requiring marketing briefs, contract negotiations, project management, adherence to brand guidelines and timely delivery. 
- Measure success consistently and thoroughly using agreed metrics.    
- Primary Brand Ambassador, representing the brand and Shell in all official functions. 


Required Qualifications


Preferred Qualifications


Company Description

Shell has been present in the Philippines since 1914 and today employs more than 3,000 people. Shell’s diversity of operations in the Philippines attracts world-class graduates and experienced professionals alike. Our commitment to your career and learning is evidenced by our industry-leading career development programme and unrivalled access to a local and global pool of experts. Innovation is imbedded in our working culture, and you will benefit from our drive to help you succeed and unlock your potential. The Shell companies in the Philippines (SciP) include various companies operating in oil and gas exploration, production, oil refining, distribution and sales to consumers. Pilipinas Shell Petroleum Corporation (PSPC) refines, blends, transports and sells a wide range of high quality fuels, lubricants, liquefied petroleum gas, bitumen and other specialty oil-based products. It operates a 93-thousand barrels per day refinery, 22 oil depots across the country and over 970 retail stations nationwide.

Additional Information

  • Job ID
  • Post Date
    Oct 22, 2017
  • Employee Type
  • Relocation Eligible
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