Shell Brand and Customer Experience Manager in Kuala Lumpur, Malaysia


Job Title:

Brand and Customer Experience Manager

No. of Positions:


Job Description:

The Malaysia Retail Marketing team manages all Fuels, Lubes, Convenience Retail and Payment and Loyalty propositions for our service station business. The Brand and Customer Experience team are responsible for planning, developing and executing the advertising and communications that support those propositions and our Shell Retail mission in this market.

The success criteria for these communications activities is to maximise our Brand Preference, deliver our specific strategic objectives for profitably growing the business and generating a strong return on investment in a way that creates positive customer sentiment towards Shell and differentiation from the competition. The Brand and Customer Experience Manager is an experienced marketing communications manager who coaches and develops the team and manages the agencies we work with to create excellent marketing communications campaigns and activities. Communications need to be consistent across retail sites and bringing the best customer experience on site. The role sits as a key member of the Marketing management team and collaborates with each of the functional teams (Fuels, Lubes, CR, PayLo, Fleet Solution) to develop an integrated communications plan which delivers against the commercial and customer objectives in our Retail strategy.

Managing our agencies for high performance and good value-added and making use of our global assets and experiences from other markets to deliver good work is a core element of this role. This person ensures that the Malaysia team apply marketing excellence in writing briefs, managing creative development and harnessing strong insights to create impactful and efficient communications.


Ensure development and delivery of an integrated marketing plan that makes optimum use of the paid, earned and owned channels to deliver strong returns on investment and support the growth objectives of the business. Build the competence and capability of the Brand and Customer Experience team to develop in-house expertise in media, digital marketing and strong execution through all channels. Coach, develop and performance manage the team for high performance and career progression. Ensure the creative content that gets developed and deployed in Malaysia is in line with Shell Brand rules and ensure legal and reputation risks are well considered in all communications.

Ensure the communications between Shell and our Retailers / Service Champions is effective and inspiring- making use of Market Hub to deliver great content and high engagement levels. Provide consultancy and proposal on the ATL and BTL budget, making recommendations on how much to invest to deliver Malaysia Retail growth plans over the long term and how to prioritise and adjust allocations of budget to deliver on our plan and strategy. Ensure robust media appraisal processes are established and insights are harnessed to optimise investments in paid media. Manage our creative and media agency relationships in a way that brings added value and effectiveness to our work and ensure innovation and best practice in marketing communications is applied to the work we do at Shell.

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Company Description:

Shell is a global leader in power, energy, and gas technology and is working to meet increasing energy demand and supply challenges by delivering smarter products and cleaner energy, infrastructure, and by developing new energy sources while addressing the impact on the environment. Malaysia is one of Shell’s heartlands. The history of Royal Dutch Shell in Malaysia started more than 125 years. Today, Shell maintains a strong multi-faceted presence in the country through our longer-term investments, innovation-sharing, and impact to local communities. We helped pioneer Malaysia’s oil and gas industry and fuelled its growth. We discovered Malaysia’s first oil onshore, then took the industry offshore, and most recently into the technically-challenging depths of Deepwater. Shell’s strong retail network fuels the journeys of millions of Malaysian motorists every day. In fact, Shell is even able to offer one of the most differentiated fuel and lubricant products, some of which were pioneered right here in the country. We fuelled the ambitions of Malaysians: whether the generations of retail business partners; thousands of Shell scholars over the years; young entrepreneurs from our LiveWire programme; or Shell staff and alumni who are Malaysian luminaries today. Shell continues to be one of the top employers in Malaysia with thousands employed in our upstream, midstream and downstream businesses, as well as in our service and support functions.


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Shell is an Equal Opportunity Employer.

Work Location:

Kuala Lumpur - Menara Shell


Skills & Requirements :

This role is suited to an established expert in marketing communications, so we would expect to see several years of experience in media and creative communications roles and strong digital media competence. It is desirable but not essential to have formal qualifications in Marketing, agency experience or external experience on the client side too.

Key Competencies:

Integrated Marketing Communications – Mastery

Digital Marketing – Mastery

Strategic Marketing Planning – Skill

Contract management – Skill

Commercial & Economic Acumen – Skill

Performance Management & People Development - Skill

City, State (if applicable):

Kuala Lumpur