Shell
Growth Project Lead
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Proposition
A unique opportunity for an experienced Retail Media Network specialist to establish a new growth capability at the heart of Shell UK Mobility & Convenience. This role is ideal for someone who has helped build or scale a retail media proposition, can turn first-party data and media assets into commercial value, and thrives in complex, cross-functional environments.
As Growth Project Lead, you will be accountable for developing an investment-ready UK RMN strategy, target operating model and phased route to market over a 12-month period. You will connect advertiser demand, audience and transaction data, media inventory, measurement, technology and commercial delivery into one coherent proposition.
This is a hands-on, delivery-focused role with high visibility and senior stakeholder exposure.
Where you fit in / Mobility Context
Our UK Mobility & Convenience business operates over 47,000 Shell-branded locations across 80+ markets, serving around 33 million customers every day. As the world’s #1 mobility retailer and one of the largest single-branded retailers globally, we are committed to making life’s journeys better for our customers.
In the UK, the business is focused on driving Total Customer Value while evolving its offer for the energy transition. This requires new ways of working, sharper local relevance, smarter use of data and technology, and clearer customer value propositions.
This role sits within the UK Marketing team and reports directly to the Performance & Channel Manager. You will be responsible for providing regular progress updates to the Marketing Leadership Team and working closely with peers across Marketing, Loyalty, CRM, Convenience Retail, Sales, Finance, Legal, Privacy, Procurement, Data, Technology, IDT, agencies and media partners.
What’s The Role
The Growth Project Lead is accountable for the end-to-end development and mobilisation of Shell UK’s Retail Media Network strategy, commercial proposition and target operating model within a 12-month timeframe.
You will act as programme owner, moving the opportunity from strategy and design into a controlled, measurable route to pilot and scale. Success is defined by tangible outputs: a commercially credible advertiser proposition, prioritised revenue opportunities, clear data and measurement foundations, an executable operating model, an evidence-based business case and an agreed phased implementation roadmap.
Scope of the Role – Key Project
Retail Media Network Strategy, Operating Model & Mobilisation
- Shape Shell UK’s Retail Media Network strategy, defining the commercial proposition, priority use cases and phased route to pilot and scale.
- Translate Shell’s audience, loyalty, transaction and media assets into compelling advertiser and supplier propositions across owned, in-store and partner channels.
- Define the core commercial model, including revenue opportunities, packaging, pricing principles, investment requirements, risks and funding gates.
- Set the data, measurement and technology foundations required to activate, optimise and evidence retail media performance, including an understanding of relevant adtech, martech, media operations and reporting capabilities.
- Design the target operating model, governance, decision rights, partner ecosystem and resource requirements needed to move from concept to controlled delivery.
- Mobilise a controlled RMN pilot with clear audiences, channels, delivery requirements, binary success criteria and a roadmap separating pilot-critical needs from longer-term scale capabilities.
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What You’ll Be Doing
- Lead the project from strategy through to pilot mobilisation, establishing clear objectives, milestones, dependencies, risks, decision gates and governance.
- Work cross-functionally across Marketing, Loyalty, CRM, Convenience Retail, Sales, Finance, Legal, Privacy, Procurement, Data, Technology and IDT to create recommendations that are commercially credible and operationally executable.
- Engage advertisers, agencies, suppliers, technology providers and media partners to validate demand, test assumptions and shape the proposition.
- Turn complex commercial, media, data, technology and privacy considerations into clear recommendations for senior stakeholders.
- Provide progress updates, capture learnings and ensure activity complies with HSSE, legal, data privacy, procurement and regulatory requirements.
What You Bring
- Proven experience developing, launching or scaling a Retail Media Network, data-enabled advertising proposition or comparable commercial growth model.
- Strong commercial acumen, with experience building revenue models, business cases, investment recommendations, pricing principles and go-to-market plans.
- Good understanding of the retail media ecosystem, including advertiser needs, agency ways of working, media buying, audience activation, measurement and relevant adtech or martech capabilities.
- Experience shaping operating models, governance, partner models and cross-functional ways of working in complex organisations.
- Ability to influence senior stakeholders, lead through ambiguity and create structure where a capability is still emerging.
- Clear, confident communicator with strong presentation, facilitation and storytelling skills.
- Experience in grocery, convenience, loyalty, mobility, marketplaces, media partnerships or another high-frequency retail environment would be advantageous.
- London-based, with an expectation of a minimum of three days per week in the office and flexibility to travel to Shell sites as required.
After you submit your application, you will receive an email from Shell providing a link to an online assessment (HireVue) that is a mandatory part of the process and has a validity period. Please check your spam/junk mailbox if you do not see the email. Once completed, your application will be reviewed to determine next steps. Thank you for your interest in Shell.
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What We Offer
You bring your skills and experience to Shell and in return you work with talented, committed people on one of the most important challenges facing our planet. You’ll have the opportunity to develop the skills you need to grow in an environment where we value honesty, integrity and respect for one another. You’ll be able to balance your priorities as you become the best version of yourself.
- Continuously grow the transferable skills you need to get ahead.
- Work at the forefront of technology, trends and practices.
- Collaborate with experienced colleagues with unique expertise.
- Achieve your balance in a values-led culture that encourages you to be the best version of yourself.
- Benefit from flexible working hours and the possibility of remote/mobile working.
- Perform at your best with a competitive starting salary and annual performance-related salary increase. Our pay and benefits packages are considered to be among the best in the world.
- Take advantage of paid parental leave, including for non-birthing parents.
- Join an organisation working to become one of the most diverse and inclusive in the world. We strongly encourage applicants of all genders, ages, ethnicities, cultures, abilities, sexual orientation and life experiences to apply.
- Grow as you progress through diverse career opportunities in national and international teams.
- Gain access to a wide range of training and development programmes.
Shell is working to advance an inclusive, psychologically safe and accessible environment where people with disabilities can excel. If you require any accommodations or accessibility adjustments during the application or interview process, please contact careers@shell.com. We strive to ensure that our process and workplace are accessible to everyone and are dedicated to making reasonable adjustments to support your needs.
Shell in The United Kingdom
Shell is a vital contributor to the UK, supporting energy security, jobs and economic value. We provide energy to fuel homes, hospitals, schools, vehicles, machinery and factories. Our history here dates back over 125 years. A UK-headquartered global energy leader and leading FTSE multinational, we are active across the country’s energy system.
In the years ahead, as the UK looks to strengthen energy security and deliver its 2050 net-zero goal, Shell UK aims to play a crucial role. We aim to be a major investor in the UK energy system by helping our customers decarbonise, with a focus on transport and industry.
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