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Integrated Marketing Communications Manager
Sep 15, 2017
Salary: Negotiable
Experience 5.0-8.0 years
Job Category Sales and Marketing Jobs
Employment Type permanent
Industry Oil & Gas
Skill Good Communication Skills.
Role Marketing Manager Jobs
Designation Manager
Education MBA
No. of vacancies 1
About Company

Shell is a global group of energy and petrochemicals companies. With around 93,000 employees in more than 90 countries and territories, Shell helps to meet the world's growing demand for energy in economically, environmentally and socially responsible ways.

Job Description

  • Accountabilities:
  • Understanding consumers: Be constantly curious about customers and what matters to them.
  • Keep the team up-to-date on the evolving consumers and their needs by coordinating research and mining insights through secondary resources:
  • Access multiple information sources to continuously improve understanding of customer needs and the customer journey
  • Apply and enrich understanding of target customer groups
  • Anticipate change in the environment to identify new customer focused opportunities
  • Generate insights which can be applied to drive competitive advantage
  • Communication strategy: Support the development of an Integrated India Retail marketing communications strategy and communications platform for the India Retail business based on a deep understanding of customers, key market challenges, competitors and the India Retail growth strategy.
  • Identify cross-portfolio retail marketing opportunities which will give customers a reason to come back to Shell more often.
  • Key focus areas will be to:
  • Make choices on where to focus to deliver competitive advantage and measurable value to customers
  • Translate strategies into winning marketing plans to improve the customer experience
  • Demonstrate the impact of marketing activities in creating commercial value
  • Define the ongoing measurement plan to monitor performance
  • Brand Management: The person will be the custodian and Brand Manager of various Shell Retail brands including Shell, Shell Select (convenience retail), Deli café / Deli2go (food & coffee), Paylo and the private label brands that we will launch.
  • This includes all aspects of planning, development, execution of ATL & BTL comms as per prescribed brand guidelines.
  • Understand the purpose of the Shell master brand and how Shell aims to impact peoples lives through its retail
  • Optimize the master brand / sub-brand architecture
  • Develop a distinctive and relevant brand positioning/optimizes global brand positioning locally.
  • Drive consistent expression of the brand at every touch point.
  • Track and identify actions to improve brand health and performance
  • Integrated communications and campaign management: Be the common touchpoint for all Shell Retail India communications efforts.
  • Work closely with The Fuels Marketing Manager, NFR Manager, Paylo Manager, Promotions Manager and support Network & OST teams where required (New launches, frontline engagement, etc.).
  • Lead in the communications development of the long-term brand positioning of all Retail offers (guided by global brand essence e.g. Go Well) by aligning customer insights to developing creative concepts and delivering on-site level communications.
  • Produce clear, inspiring creative briefs
  • Develop campaign ideas that work across multiple customer touch points
  • Build powerful agency partnerships
  • Select communication channels and produces assets to deliver integrated, customer experience
  • Measure and optimize marketing communications spend
  • Agency management: This individual will manage the effective interface with all advertising, media, PR, Digital, MR, other agencies and bring a fresh perspective to our branded retail communications by applying best practices, customer engagement, cost management, agency management & external benchmarking.
  • Evaluate and help enhance the effectiveness and efficiency of the agency through briefing, feedback and process improvements.
  • Digital media marketing: Manage the Retail India brands in digital channels (online, social, search, etc.) by working with the Digital agency and global teams and in line with the agreed annual marketing calendar
  • Use analytics to generate customer insight and measure results
  • Select appropriate digital platforms and media
  • Integrate digital across all areas of marketing
  • Manage and optimise digital assets and media
  • Generate online word of mouth and engages in the digital conversation
  • Measure digital effectiveness and captures learnings
  • New launches: Support the integrated marketing communications at the site launches across territories with: 1> Standardized RVI and thematic (Go Well) communications at every site; 2> local area marketing plans customized to drive and retain footfalls for fuels & non-fuels offers.
  • Internal stakeholder management: Work closely with the Global Marketing teams to ensure alignment and inputs on customer media insights, brand guidelines, CVP development, new campaign comms, brand/ GCT tracking, etc.
  • Represent India in the Global Integrated Mark comms community
  • Job Requirements:
  • The following qualifications are a must:
  • Professional marketing qualifications
  • 5-8 years prior experience in a Brand Management role with agency handling
  • Experience in Retail/ convenience retail would be an added advantage

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