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Role Overview
Do you have an entrepreneurial mindset? Are you competitive, commercially driven, and motivated by building brands, partnerships, and high‑performing networks? Do you enjoy using analytics and customer insight to drive real business impact?
In this role, you will operate at the intersection of B2C marketing, partnerships, and retail execution, working closely with OEM and FWS partners across multiple automotive segments to deliver impactful, co‑funded marketing programs with clear ROI accountability.
You will also play a critical role in shaping the end‑consumer experience within the Shell Branded Independent Workshop network “BIWS”, focusing on activation excellence at the point of service, workshop engagement, and translating brand strength into consumer choice and preference.
Purpose
As the B2C Direct & BIWS Marketing Manager, you will lead the development and execution of marketing strategies for Shell’s B2C Direct channel (Automotive OEMs/official international dealers) and the Shell Branded Independent Workshop network “BIWS” in Egypt. You will drive effective partnership‑led programs with OEM and FWS partners to promote association and act as a marketing consultant to deliver win‑win marketing activities that benefit both Shell and its partners. You will play a strategic role in developing the Shell BIWS network, channel performance and increasing traffic, positioning it as the preferred network for automotive consumers.
Success in this role requires strong stakeholder management and collaboration with Sales, Category Managers, Brand & Comms, and BIWS Operations teams, as well as external partners in all levels, to ensure flawless execution, delivery of KPIs, and achievement of growth targets across both partner‑led and Shell‑owned channels.
Accountabilities
Channel Growth: Develop and implement integrated marketing strategies for B2C Direct (OEMs & FWS) and BIWS channels to deliver volume & profitability KPIs.
B2C Direct Partnerships: Build, manage, and sustain automotive OEMs and FWS partnerships leveraging co‑op and marketing budgets to promote associations.
BIWS Channel Ownership: Own the marketing agenda for Shell BIWS, focusing on network development, workshop traffic growth, and consumer value propositions.
Channel Value Proposition: Define and deliver compelling channel value propositions (CVPs) to support Sales objectives and partner engagement.
Brand Visibility: Ensure strong and consistent Shell brand visibility and activation across BIWS workshops and OEM/FWS touchpoints, including branding, CI compliance, and promotional executions.
Campaign Execution: Collaborate with Category Managers to extend national and local campaigns through relevant channels and ensure high‑quality delivery.
Insights & Analytics: Analyze new car sales and aftermarket dynamics, assess ROI of partnerships and activations, and translate insights into actionable growth initiatives.
Marketing Budget Management: Manage allocated marketing budget and OEM co‑op budgets to ensure efficient, compliant, and impactful marketing programs.
Stakeholder Management: Build strong relationships with internal stakeholders, OEM decision‑makers, workshops, agencies, and media partners.
Compliance: Ensure all marketing activities comply with Shell HSSE standards and policies.
Skills & Requirements
5-7 years of experience in B2C marketing, channel marketing, partnerships, or retail‑led commercial roles, ideally across automotive, FMCG or network‑based environments.
Deep experience managing strategic partnerships, including co‑funded initiatives, joint marketing plans, and clear ROI accountability with external partners.
Strong commercial acumen, with a proven track record of delivering growth and ROI.
Excellent senior‑level stakeholder management and influencing skills, across internal cross‑functional teams and external partners (OEMs, agencies, retail networks).
Data‑driven decision‑making with a competitive mindset.
Strong analytical, problem‑solving, and execution capabilities.
Ability to manage multiple priorities in a fast‑paced, competitive environment.
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