Fuels Marketing & Branding Manager HK



Marketing & Communications
Hong Kong
Posted on Wednesday, October 4, 2023
, Hong Kong

Job Family Group:

Commercial and Retail

Worker Type:


Posting Start Date:

September 1, 2023

Business unit:

Downstream and Renewables

Experience Level:

Experienced Professionals

Job Description:

Throughout the century, Shell has been at the forefront of the drive to support Hong Kong and Macau to meet its growing energy needs. Today, Shell supplies motorists and business customers with a wide range of energy solutions including Mobility, LPG, Commercial Fuel, Lubricants, Bitumen, Aviation, Marine and Chemicals.

The Mobility business operates numerous service stations and EV charging points offering energy, convenience retail and car care services, aiming to make customers’ journeys Go Well.

Where you fit in

This is an opportunity for a manager who is enthusiastic of automotive, customer centric and result oriented with commercial mindset. You will be leading a small team, collaborating with internal stakeholders, and engaging advertising and media agencies, station retailers, external partners and suppliers to drive the fuel customer value propositions. You will also be responsible for the overall branding strategy and execution of Shell Mobility and play an important role under Shell’s Powering Progress strategy to support the transition to net-zero emission future with innovation and care.

What is the role?

  • Formulate and execute marketing strategy to grow the business of multiple Shell fuel brands

  • Drive the end-to-end execution of forecourt marketing campaign from mechanism design, business case, site implementation to post-investment review

  • Own the fuel pricing strategy and optimise fuel margin through pump price management and marketing tactics

  • Synergise with loyalty, convenience store and car care and other business streams to maximise fuel and non-fuel business and customer values

  • Develop and execute the branding strategy, and collaborate with other stakeholders to align communication tone and manner in various initiatives

  • Identify partnership opportunities with OEMs, media, or other organisation to increase Shell fuel brand exposure

  • Responsible for the fuel margin, market share, brand preference, marketing expense and ROI

  • Support internal and external communication on site opening, closure or renovation

  • Provide guidance for Customer Service Team, media agency, and frontline staff to answer customer enquiries and resolve customer complaints

  • Other ad-hoc marketing activities as when needed such as best practise sharing

What we need from you?

  • Degree Holder in Business or Marketing related disciplines

  • Minimum 8 years of marketing and branding experience preferably in automotive related industry

  • Possess positive thinking, problems solving and project management skills to convert opportunities into real service or products

  • A hands-on team player with excellent upward and downward communication skill

  • Excellent command of spoken and written English and Cantonese, good command of Mandarin a plus Proficient in MS Word, Excel and PowerPoint

More about Shell

An innovative place to work

There’s never been a more exciting time to work at Shell.

Join us and you’ll be adding your talent and imagination to a business with the ambition to shape the future – whether by investing in oil, gas and renewable energy to meet demand, exploring new ways to store energy, or developing technology that helps the world to use energy more efficiently, everyone at Shell does their part.

An inclusive place to work

To power progress, we need to attract and develop the brightest minds and make sure every voice is heard. Here are just some of the ways we are nurturing an inclusive environment – one where you can express your ideas, extend your skills, and reach your potential.

  • We’re creating a space where people with disabilities can excel through transparent recruitment process, workplace adjustments and ongoing support in their roles. Feel free to let us know about your circumstances when you apply, and we’ll take it from there.

  • We’re closing the gender gap – whether that’s through action on equal pay or by enabling more women to reach senior roles in engineering and technology.

  • We’re striving to be a pioneer of an inclusive and diverse workplace, promoting equality for employees regardless of sexual orientation or gender identity.

  • We consider ourselves a flexible employer and want to support you finding the right balance. We encourage you to discuss this with us in your application.

A rewarding place to work

Combine our creative, collaborative environment and global operations with an impressive range of benefits and joining Shell becomes an inspired career choice.

We’re huge advocates for career development. We’ll encourage you to try new roles and experience new settings. By pushing people to reach their potential, we frequently help them find skills they never knew they had, or make career moves they never thought possible.



Please note: We occasionally amend or withdraw Shell jobs and reserve the right to do so at any time, including prior to the advertised closing date. Before applying, you are advised to read our data protection policy. This policy describes the processing that may be associated with your personal data and informs you that your personal data may be transferred to Shell/Shell Group companies around the world. The Shell Group and its approved recruitment consultants will never ask you for a fee to process or consider your application for a career with Shell. Anyone who demands such a fee is not an authorised Shell representative and you are strongly advised to refuse any such demand. Shell is an Equal Opportunity Employer.