Brand & Communications Specialist -Fuels

Overview

Drive brand and communications strategy for Shell's Fuels and E-Mobility portfolio, strengthening the positioning and differentiation of Shell's Fuels offering. Reports to the Brands and Communications Manager and works closely with cross-functional stakeholders.

What you'll do

• Act as custodian of Brand Share Preference (BSP) and High Quality Fuels (HQF) scores, driving initiatives that strengthen Shell's premium fuel perception, increase differentiated fuel penetration, and expand market share.
• Plan and execute integrated marketing campaigns across digital, social, retail, and on-ground touchpoints to strengthen brand awareness, consideration, and customer engagement.
• Lead integrated media planning across traditional and digital channels, working with media agencies to optimise channel mix, audience targeting, reach, frequency, and media investments for maximum effectiveness and ROI.
• Support category managers with CVP creation and customer offer development based on consumer insights, and translate the CVP into ATL and BTL actions.
• Monitor and analyze media performance metrics to refine strategies and maximize ROI.
• Work with creative and media agencies, global and local teams to support brand development and management and drive the positioning for Shell Fuels.
• Manage on-site communications planogram across sites for fuels.
• Strengthen positioning and preference for premium fuels initiatives.
• Lead customer research (qualitative and quantitative) to gain insights into market trends, customer preferences, and the competitive landscape.
• Leverage consumer research, market intelligence, campaign performance data, and customer insights to identify growth opportunities, inform marketing strategies, and drive data-backed decision-making.
• Keep up with trends in the fuel retail industry.

What you'll need

• Degree in Marketing, Business, Communications, or a related field.
• Minimum of 3-6 years of experience in marketing, brand communications, or a related discipline.
• Proven expertise in brand management, integrated marketing, marketing communications, and campaign activation.
• Excellent communication, presentation, and storytelling skills.
• Strong stakeholder management capabilities, with the ability to effectively engage both internal and external partners.
• Understanding of the fuel retail industry and its evolving market dynamics.
• Demonstrated ability to collaborate across cross-functional teams and global stakeholders.
• Capable of managing multiple stakeholder requirements while ensuring alignment across teams and projects.
• Creative and resourceful thinker with the ability to deliver impactful marketing communications in challenging or constrained environments.
• Experienced in leveraging a mix of marketing channels, including targeted digital campaigns, public relations, influencer partnerships, and other innovative communication platforms.
• Agile and adaptable, with the ability to respond quickly to changing market conditions and business priorities within the dynamic fuel retail landscape in India.

Nice to have

• MBA.

Details

• Location: Bangalore, Retail Office.
• Employment type: Regular.
• Business unit: Downstream and Renewables.