Convenience Retail Marketing Lead

Convenience Retail is a key growth driver within Shell Mobility in Poland, complementing fuels and EV by increasing customer value per visit through strong retail propositions such as Shell Café and partner offers. The role works in close cooperation with the NFR Manager and Shell Mobility Polska NFR team, ensuring marketing execution supports business priorities and delivers strong in-store experience.

Purpose

Deliver convenience retail marketing programmes that drive customer engagement, conversion and repeat purchase by executing best-in-class in-store activation, integrated campaigns and modern marketing approaches including influencer activation.

Key Accountabilities

• Translate NFR and Shell Café strategy into executable marketing programmes
• Deliver marketing activation for Shell Café and partner propositions
• Ensure alignment with operational readiness of retail network
• Cooperate closely with NFR Manager, Category Business Partners and broader business teams
• Manage campaign delivery across in-store, ATL, BTL, digital and CRM channels
• Generate customer insight from research (GRT and local), transactional data and campaign results to identify growth opportunities and improve proposition effectiveness.
• Driving financial governance and budget management for marketing activities across NFR, leveraging GSAP and HIVE 9 systems and leading LE forecasting
• Support development of Shell Café portfolio and promotional calendar and new product introductions

In-Store Activation & POS Excellence

• Own development and rollout of POS and in-store marketing materials
• Ensure POS is customer-centric, simple and aligned with brand
• Coordinate rollout across sites with Operations teams
• Continuously improve in-store experience and visibility

Integrated Marketing & Modern Activation

• Deliver integrated campaigns across in-store, digital and CRM channels
• Collaborate with Loyalty team to connect retail offers to customer journeys
• Implement modern marketing approaches including influencer and social activation
• Develop engaging content showcasing Shell Café and retail offers

Engagement & Conversion

• Drive customer engagement and impulse conversion
• Support initiatives increasing basket size and repeat visits
• Use insights to improve activation effectiveness

Cross-functional Collaboration

• Work with NFR Manager, Senior F&B Category Business Partner and NFR team
• Collaborate with Marketing, Loyalty, Operations and Sales
• Ensure retail marketing is integrated into full customer journey

Key Performance Areas

• Retail sales uplift (Shell Café / NFR)
• Conversion and basket size
• Campaign engagement and effectiveness measured by final ROI
• Execution quality across network
• Contribution to customer value
• Shell Café brand awareness
• Visit frequency and customer penetration
• Loyalty participation/penetration

Required Experience / Qualifications

• Experience in retail or shopper marketing
• Strong campaign and in-store activation experience
• Stakeholder and agency management
• Analytical mindset
• Curiosity and enthusiasm for innovation, including openness to AI-enabled marketing tools and new ways of working
• Experience with influencer marketing and social media
• Understanding of customer behaviour and retail drivers
• Exposure to CRM and digital journeys
• Interest in consumer trends and innovation
• Expectation of around 3 days per week in the office (if you have case for exception, please raise during application process) with occasional visits to service stations in Poland
• and occasional travel to service stations across PL
• Fluent Polish (professional / near-native proficiency)
• Fluent English

As this Open Resourcing takes place during summer season, please provide in your application dates of your planned leave in the month of July so that it can be incorporated to potential assessment timelines.

Benefits Overview

We offer an annual performance bonus paid in February, along with a comprehensive benefits package. This includes Shell-sponsored medical and life insurance, with options to extend coverage at competitive rates. Our employees benefit from a diverse and inclusive culture where care and wellbeing are a priority. Our employees enjoy vacation benefit, three additional Personal Leave Days, dedicated wellbeing spaces, subsidized canteen, 24/7 access to psychologist, a Cafeteria program and sports cards.

We foster integration through team activities, employee clubs, and networks. Our hybrid work model is supported by a Workplace Accessibility program, and we offer access to online learning platforms and a broad range of development resources. Additional benefits include participation in a voluntary long-term savings plan (PPK), discounts on pension products (IKE/IKZE) and a discounted share purchase program.

If you don't see yourself fully reflected in every job requirement listed on the posting above, we still encourage you to reach out and apply. Research has shown that women and underrepresented groups often only apply when they feel 100% qualified. We are committed to creating a more equitable, inclusive and diverse company and we strongly encourage applicants of all genders, ages, ethnicities, cultures, abilities, sexual orientation, and life experiences to apply.

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DISCLAIMER

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