Fuels & EV Marketing Activation Lead PL

The Fuels & EV Marketing Activation Lead is responsible for delivering fuels and EV marketing activation in Poland, translating strategic priorities into customer-facing campaigns and initiatives. The role works in close partnership with the Fuels & EV Marketing Manager, ensuring high-quality execution across B2C and B2B segments, physical and digital channels, and fuels and EV customer journeys.

We are working in highly competitive environment. Resilience to stress, positive attitude as well as willingness to learn and develop are essential. So is the passion for service stations and mobility CVPs!

Purpose

Execute fuels and EV marketing campaigns that drive customer engagement, conversion and adoption through integrated, well-coordinated and performance-driven activation across B2C and B2B touchpoints.

Key Accountabilities

• Execute integrated fuels and EV marketing campaigns across digital, CRM, forecourt, partnership and relevant B2B touchpoints.
• Driving financial governance and budget management for marketing activities across Fuel, Loyalty, EV, Shell Card and NFR, leveraging GSAP and HIVE 9 systems and leading LE forecasting
• Actively contributing to the delivery of incremental value from retail media and partnerships in collaboration with the Retail Media & Partnerships Manager
• Translate briefs and strategic direction from the Fuels & EV Marketing Manager into clear activation plans and campaign deliverables.
• Ensure fuels and EV messaging is consistent, customer-centric and aligned with brand and customer value priorities.
• Support campaign delivery for both retail customers and B2B / SFS customer groups where relevant.
• Coordinate campaign work with CRM, Loyalty, Sales/B2B, Convenience Retail, Operations and agency partners.
• Track campaign performance and provide recommendations for optimization.
• Support production of marketing materials across channels with Production & Finance Operations Lead PL

Campaign Execution – Fuels & EV

• Deliver campaign activation for premium fuels, core fuels and EV charging propositions.
• Support CRM, digital, Shell app and forecourt activation aligned with campaign objectives.
• Ensure campaigns are implemented on time, consistently and according to agreed marketing priorities.
• Coordinate customer-facing communication for fuels and EV activities across relevant channels.

EV Marketing Activation

• Support customer education and adoption of Shell EV charging propositions.
• Translate EV customer needs and barriers into clear activation messages and practical communication.
• Work closely with EV, Network and Operations stakeholders to ensure campaigns reflect site readiness and customer experience.
• Contribute to test-and-learn activities to improve EV engagement and adoption.

B2C & B2B Campaign Delivery

• Execute activation for retail customers, fleet / business customers and relevant partner initiatives.
• Adapt communication and activation approaches to different customer journeys and business priorities.
• Support B2B/SFS stakeholders with fuels and EV activation inputs, without duplicating dedicated trade events responsibilities.

Customer Journey & Touchpoint Integration

• Ensure fuels and EV messaging is coherent across digital, CRM, forecourt and relevant partner touchpoints.
• Collaborate with CRM and Loyalty teams to connect fuels and EV activity with customer lifecycle communication.
• Support internal alignment on campaign timing, execution expectations and key messages.

Performance Tracking & Optimisation

• Monitor campaign KPIs including engagement, conversion and campaign effectiveness.
• Collect and share learnings from campaign execution and customer response.
• Apply test-and-learn approach to improve activation mechanics over time.

Cross-functional Collaboration

• Work closely with the Fuels & EV Marketing Manager to ensure seamless strategy-to-execution handover.
• Collaborate with Marketing, CRM, Loyalty, Convenience Retail, Sales/B2B, Operations and agency teams.
• Ensure campaign activation is practical, clear and executable across the network and channels.

Key Performance Areas

• Campaign delivery quality and timeliness
• Customer engagement and campaign conversion
• EV campaign impact and adoption support
• Execution consistency across channels
• Contribution to fuels and EV marketing KPIs

Special Challenges

• Turning strategic priorities into clear and practical market activation.
• Balancing B2C and B2B requirements within integrated fuels and EV campaigns.
• Ensuring consistent messaging across digital, CRM, forecourt and partner channels.
• Supporting EV adoption through clear customer education and activation.
• Delivering agile campaign execution while avoiding duplication of Production & Finance Operations responsibilities.

Required Experience / Qualifications

• Experience in marketing activation, campaign execution, or retail marketing.
• Experience delivering integrated campaigns across digital and physical touchpoints.
• Understanding of B2C and/or B2B customer journeys.
• Analytical mindset and ability to track campaign performance.
• Strong stakeholder coordination and attention to detail.
• 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
• Fluent Polish (professional / near-native proficiency)
• Fluent English

Additional Capabilities (Modern Scope)

• Understanding of fuels, EV or mobility customer propositions.
• Exposure to CRM, digital or performance marketing.
• Interest in EV adoption, customer education and energy transition.
• Curiosity for test-and-learn approaches, AI-enabled tools and modern marketing execution.

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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