Shell

The Role is responsible for overall development and implementation of marketing and business improvement/development initiatives for Commercial Fuels in Turkey.

The Role essentially serves as business consultant to Commercial Fuels Leadership team in TR and is expected to manage the Premium Reseller Programme & fuels product & service portfolio aligned with the global fuels marketing agenda as well as the local Retail Product development activity; provides market intelligence, monitors and analyses business performance; and drives, coordinates and supports sales improvement projects.

The Turkey commercial fuels business is unique in the sense that it is situated under the Retail B2C business in the STAS JV providing an excellent platform for the successful candidate to propose, lead, and drive game changing initiatives through strong collaboration between different LoBs within the STAS JV especially Retail, Lubs, SFS and yet keeping global touch and leveraging best practices around the globe.

The candidate should establish strong links to the Global CF org which gives the opportunity to collaborate very closely with global stakeholders to initiate change in the local market.

Overall, the role is one of the most exciting marketing/business development roles, providing freedom and flexibility for the incumbent to directly influence the bottom line of the business in a very volatile, yet promising and exciting market place.

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Accountabilities

- Identifying new sources of growth/new envelopes

• Engage and project-manage external market research firms to size CF market demand, identify key growth sector’s needs, assess competitive landscape, identify target sectors, envelopes/prospects to support business growth aspirations

• Own, develop and implement the annual marketing budget and plan

• Create, develop and implement an indirect sector strategy including Distributor Value Propositions (DVPs) to strengthen business partnerships with Resellers

• Leverage/engage cluster/regional/global marketing and technical support to develop/maximize opportunities from marketing campaigns/fuel differentiation and services

• Work with S&D and sales to support account acquisition and maintenance

Lead Generation and Driving Sales 1st

• Support lead generation and other Sales 1st activities.

• Using SPANCOP to drive/stretch Sales for growth in focused sectors, segment & channels

• Support OU in Sales 1st Flagship by coaching, usage of tools, and Sales 1st behaviors through regular engagement/ training/ motivation of Sales via running recognition/incentives programs and preparing league tables

RTM/Indirect Strategy Excellence

• Develop and implement RTM/indirect channel strategy for CF Turkey

• Drive, train and support Sales in implementation of DICE framework to professionalize reseller management

• Adapt, implement and deploy Premium Reseller business model to access high value small drop business and grow volume in identified sectors.

• Launch the new and attractive DVPs to keep up the momentum going - Some examples are as follows:

Reseller staff training

Reseller staff incentive

Reinforcement of Sales 1st mindset for Resellers through CRM & coaching

Reseller incentive

Explore global initiatives such as CVP app, D-portal, website & virtual lab app.

FSD demo kit incentive

CSC training

• Ensure that Premium programme is live & attractive both for the resellers and our sales team to create value in the market.

• Define product strategy (particularly premium positioning) considering recent reset of channel strategy

CVP adaptation/implementation/refresh

• Lead roll-out of new CVP adaptation/implementation/refresh programs in Turkey

• Refresh selected CF CVP roll-outs to re-invigorate value marketing focus. Champion sales, product and CVP training

• Liaise with cross COB and Regional Sales 1st Team Leads to support drive and embed Sales 1st initiatives in Turkey

Business Development:

• Support the sales team with any marketing and business development activities they would need to manage the reseller team within the marketing budget

• Generate new ideas in areas such as Business Model, Supply Chain, Regional Market Moves, Pricing, RTM to deliver incremental volume and C3 to the business Contribute to the collaboration and E2E approach through creating new ways of working between other LoBs , in particular Retail and Supply

• Develop and Propose new business opportunities in areas which received limited focus yet fall under the Global Commercial such as Marine Fuels.

Others

• Responsible for the Commercial Fuels SP&A budget ensuring appropriate tracking and prioritization of activities to achieve highest impact in results

• Organize the internal team meetings and support the CF manager with the internal activities.

• Own the MS reporting with pricing

• Ensure that CF has a living archive covering the onboarding packs, action trackers, slide packs

• Ensure both internal and external exposure of the team and the Premium programme through CX support and award nominations

• Provide on-the-ground input and co-ordination for following project types:

Channel management strategy development/reviews

Country deep-dives, reviews and portfolio studies/reviews

• Provide cross-business synergies with other LoBs marketing teams such as Retail, Commercial Fleet and Lubricants

• Being a member of Country Marketing Community and trying to create new synergy opportunities

• Member of European / Global Commercial fuels virtual marketing community (extended team telco/meetings)

• Provide technical product knowledge to develop local product testimonials and DVRs.

• Explore the further collaboration opportunities with Lubs

• Work with the internal LOBs and functions to create differentiated offers for the resellers in the market

• Work with CF Operations to align with the Local Offer Book

• Own the business slide packs during relevant staff engagements, team meetings and QBRs

• Design of training programmes for the team with HR & Training departments both for the resellers and the team

Dimensions

Commercial Fuels Turkey business dimensions:

1) Volume: 800k m3

2) C5: USD 6 Mn

Sub-ordinates: None, but the position involves high degree of co-ordination across Commercial Fuels, Lubricants, Retail COBs and leadership of small virtual teams; coordination with Technical Development Executive to drive differentiated fuels and services agenda, and management of interns to support business development and marketing initiatives. (E.g. Lead generation and field trials).

Experience and Qualifications Required

• High energy, innovative, creative, self-starting, able to operate with minimal supervision and occasional virtual guidance.

• Have maturity to support whilst challenging local CF leadership team and leveraging functional marketing line as appropriate

• Strong leadership/interpersonal/commercial acumen, proven ability to influence indirect/virtual teams

• Proven strong project management, co-ordination of project teams, accountability for delivery within agreed deadlines

• Strategic capacity, proven analytical skills, experience in financial/analytical decision making

• Understanding of Fuels Supply Chain

• Proven 5+ commercial experience in either sales or marketing in B2C or B2B environment desirable

Special Challenges

This role will report into the Brand & Communications Manager and will play a key role by being a member of Global Commercial Fuels Marketing team.

Strong commercial acumen and stakeholder management skills are essential in advancing Commercial Fuels agenda locally and in driving Sales whilst advancing the global fuels marketing agenda. The role needs to opportunistically leverage cluster, regional and global support to advance local sales and marketing objectives.

Creativity and innovation is a must to develop further DVPs for the Premium Programme and to keep the programme attractive for the business.

The incumbent will need to have a strong drive to initiate change and look at different business opportunities with limited line intervention. The ideal incumbent is someone with strong self-initiation, operating remotely through engaging various stakeholders within the organization ideally senior than incumbent. There is a strong degree of ambiguity the role and the role touches a wide area of functions from OTC to Finance, hence the candidate needs to cope with ambiguity and draw conclusions from complex set of information and relations.