Category Manager

Website shell Shell Corporation

, United Kingdom
Job Family Group:

Commercial and Retail
Worker Type:

Posting Start Date:

August 11, 2021
Business unit:

Experience Level:

Early Careers
Job Description:

Shell Mobility represents the single largest customer-facing business in the group serving more than 30mln mobility and over 250,000 Fleet customers per day through 500,000 service champions in over 44,000 sites across 70+ countries. As RDS looks to the future, Mobility is critical to establish Shell as The Low Carbon Leader, with ambitions to be the no. 1 mobility and convenience retailer, with the world’s leading EV charging network and lead in business and goods mobility platform.

Achieving our ambitions will necessitate placing customers at the heart of our business, treating every interaction as a chance to bring our purpose to life to making people’s journeys better. We’re evolving from ‘fuels retailer’ to ‘mobility retailer’- innovating to meet our customers’ changing expectations around convenience, product quality, digitalization and service. This includes continuing to improve the quality of our current products while expanding our alternative energy mosaic (LNG, hydrogen, EV charging and biofuels).

People make the difference real! Mobility is the most customer intimate business in Shell and a front seat to the mobility transition seen from the eyes of customer. A career in mobility is fast paced and dynamic whether you are creating a rewards program for our service champions, developing an award-winning app for our customers, developing a community engagement program or engineering a safe forecourt. Come join us as we embark on the next phase of our ambition focusing on e-mobility and decarbonization!

General Position Definition

The Shell UK Mobility business has a company owned presence of 525 service stations. As a Non Fuel Retail (NFR) business, CR UK sources goods and services across a broad spectrum of FMCG categories. It works to a business model in which Shell does not take stock ownership but works with contracted organisations who offer an integrated service. This will include the procurement and distribution of goods and services out to Shell UK company owned service stations.

CR UK has a core offer of FMCG products and services complemented with a food-for-now proposition (JOdbS & Costa Express) as showcased on Shell Select stations. This is enhanced with a food-for-later and top-up convenience offer developed in close collaboration with alliance partners (Waitrose & Budgens). To drive long term sustainable growth, the business is focused on developing an ever-evolving offer that satisfies the needs of a diverse customer base. Each service station has to provide customers with the best mobility offer and must cater to customers with different retail shopping missions.

Critical to the health of a CR business is a continuous programme of improvement. The NFR 50:50 growth aspirations of the broader Shell organisation cannot be maximised without a constant pursuit of profitable excellence in CR execution. The Category Manager JG6 will be responsible for ensuring such excellence through provision of category management responsibilities for assigned categories and in supporting fellow Category Managers, allowing the broader team(s) to optimise performance and all growth opportunities.


Mobility is a core face of Shell. It touches the lives of 30 million customers every single day. This makes Mobility a primary driver for the Shell brand. We take this responsibility seriously, placing customers at the heart of our daily business, treating each interaction as a chance to bring our purpose to life and making people’s journeys better.

It is an exciting time to be joining Mobility UK as Shell evolves from a ‘fuels retailer’ to ‘mobility retailer’, innovating to meet changing customer expectations around convenience, quality, digitalisation and services. Shell is at the leading edge of the energy transition, expanding into alternative energy whether LNG, hydrogen, EV charging or biofuels.

Within CR we look beyond the forecourt, forming strategic partnerships with leading brands to offer a broader breadth of products and services, helping customers optimise their fast-paced modern life. In the UK, our CR alliance partnerships cover a wide range of areas including Costa Express, Jamie Oliver (healthier food-for-now), Waitrose and Budgens (extended grocery for Top Up shopping), Halfords (new truck/car care range) and Deliveroo (home delivery).

All of the above means CR UK continues to drive record performance year after year, delivering growth overhead of the market. This is an exciting opportunity to join a high performing team in a role that has both specific and wider team areas of responsibility, allowing a successful candidate to make their own mark.


The backbone of a successful CR business is continuous improvement underpinned with effective management and first class execution. It is pivotal to remaining competitive in the retail environment. The purpose of this role will be to manage assigned Tier Two categories for the CR UK business. This will require best-in-class category management skills with the effective use of the 4Ps – Product (i.e. Range), Place (i.e. Merchandising), Pricing & Promotions.

The successful candidate will be required to build extensive knowledge of their categories and the wider dynamics of the retail environment. He/she will be expected to define, shape, manage and monitor their categories; working with internal and external stakeholders to optimise an ever evolving offer whilst delivering against business targets. Pivotal to the role will be interaction with FMCG suppliers, negotiating then managing the execution of annual Joint Business Plans.

The position holder will support the broader Category Management Team to drive overall sales and profit. This will take the form of support with KPI reporting and dashboards, detailed analysis and frontline feedback consolidation. He/she will undertake administrative tasks needed to ensure the successful operation of all UK categories (incl. but not limited to system based functions such as product and promotional set-up and production of site comms). Furthermore, in the culture of continuous improvement, the Category Manager will help to identify and eliminate unnecessary complexity in our processes, set up and reporting.

Due to the scope of work, a Category Manager must have commercial acumen and robust analytical skills combined with stakeholder management skills, a process driven mindset and close attention to detail. There are regular timelines that he/she will need to deliver activities against to ensure that incremental sales, revenue or cost saving efficiencies can be activated across the UK retail business. The role will need to form clear and robust ways of working with each of their CR colleagues, Sales, Finance, Suppliers and Supply Chain partners.

Key accountabilities include but are not limited to:

Demonstrate clear understanding of category management fundamentals (range, merchandising, pricing & promotions)Support CM Team to optimise untapped revenue opportunities across the full spectrum of assigned CR categories and services; ensuring sales, margin, income streams and cost reductions are maximisedDeliver KPI reporting to ensure that all CR categories are performing in line with T&R targets and contractual requirements (incl. but not limited to weekly sales reporting, category deep dive analysis, promotional effectiveness and ad hoc reporting)Undertake scenario analytics and cause & effect modelling on range change impact to sales, volume, £margin, %margin, and basket affinitiesAct as CM Team focal point to support product and promotional set up, supply chain queries and processing of payments from or to suppliers (incl. contact point for Global SUPIP Tool)Ensure that best-in-class category management principles and processes are applied to all assigned tier two categories; delivering enhanced performance results on a continuous basisDevelop and implement UK strategies for assigned categories within the context of the UK NFR Plan, Global Category Strategies and UK Retail prioritiesMeet short to medium term financial expectations whilst providing long term growth platforms and formulating successful marketing or retail execution strategiesDefine category vision and role for all assigned categories within UK propositionDevelop all-encompassing strategies for all assigned UK categories; creating compatible roadmaps that encompass the full commercial mix of range, merchandising, promotions and priceDevelop and implement range plans for assigned categories (incl. definition of sub-categories, product selection, identification of appropriate suppliers)Develop and implement promotional plans for assigned categories (incl. effective use of differing mechanics such as multi-buy or trial based mechanics)Develop and implement appropriate seasonal or event driven activities to maximise incremental sales and revenue (incl. identification of untapped seasonal and event driven trading opportunities)Capitalise on cross-category opportunitiesFormulate plan for entrance into new and relevant range segments to accelerate growthTrack developments in the market and benchmark Shell performance using market data; spot emerging trends within the competitive landscape or new category opportunities that can be executed in Shell UKTake full P&L ownership for assigned tier two categories; accountable for delivering sales and revenue targetsMeasure, track and report financial performance against the annual commercial targets; ensuring that the category is performing in line with both T&R and JBP contractual requirementsWork with CR SLT and Category Managers to complete annual T&R forecasting and phasing requirementsUndertake constant review of agreed KPIs (incl. weekly sales reporting, deep dive analysis, promotional effectiveness and ad hoc reporting)Review overall performance on a continuous basis using extensive use of internal and external data sources; unlocking growth potential through understanding of consumer needs or shopper missionsProvide an agile response when needed to deliver against a bespoke data request or sales driving activities (i.e. range, promotion or initiative based)Act as principal contact for CR Partners for assigned tier two categoriesManage the Shell relationship with suppliersDrive suppliers to deliver against short, medium and long term targets (incl. financial requirements, category and equipment development, promotional management)Undertake all required financial negotiations including annual JBP and promotional bonusesSupport product and promotional set up, invoice processing and regular reportingWork with suppliers to develop cohesive marketing and promotional plans designed to drive sales for NPD launches or support core range in-store; targeting core customer needs and increase basket spend whilst growing penetration and number of visits to storeEstablish a multi-functional relationship across different levels of the UK retail businessEnsure clear, concise and appropriate timed communication of range, promotions and new initiatives to colleagues, cross-functional depts, retailers and customers;Demonstrate a clear understanding of frontline requirements whilst ensuring continuous improvement of the UK CR proposition and excellent executionProvide category and range recommendations to retailers based on consumer segmentation; communicating reasons to believe to both retailers and customersRequired experience and QualificationDirect experience or a clear understanding of Category Management and the Convenience Retail business will be a clear advantage in any application. The following requirements will form a key part of the evaluation and candidate selection process for this role:Result driven mindset; able to deliver against or support delivery of stretching business targetsCommercial acumen; good understanding of sales, margin and profitability metrics, supported with understanding of all factors that can influence performanceNegotiations skills; demonstrable negotiation skillsAnalytical skills; robust analytical skills demonstrable across different tools with high attention to detail, experience of using SAP Business Objects would be a strong advantageInsights Orientated; rounded understanding of the dynamics of the shopper and the retailer, underpinned by a deep consumer led mindsetPositive self-starter; able to act as an advocate for change, seeking constant business or process improvementsStrong relationship management skills; able to adapt approach to different audiences or circumstancesStrong interpersonal skills; able to communicate, engage, influence or challenge different stakeholders where requiredCollaborative; able to work across multiple external and internal touch points, an effective team player and contributorAgility; able to respond at speed to changing business demands, reacting to challenging or unforeseen circumstances in a calm and measured manner, solving a problem firsthand if one should ariseResilience; up for a challenge and able to prioritise workload when under pressure from different stakeholdersAttention to detail; strict attention to detail must be applied to all work; ensuring all tasks are accomplished within the timescales specifiedRelevant experience; first-hand experience and understanding of Category Management, as well FMCG or direct consumer goods retailing experience is a key advantage in generalStrong IT Skills; high degree of competence in all MS Windows packages,


Please note: We occasionally amend or withdraw Shell jobs and reserve the right to do so at any time, including prior to the advertised closing date. Before applying, you are advised to read our data protection policy. This policy describes the processing that may be associated with your personal data and informs you that your personal data may be transferred to Royal Dutch/Shell Group companies around the world. The Shell Group and its approved recruitment consultants will never ask you for a fee to process or consider your application for a career with Shell. Anyone who demands such a fee is not an authorised Shell representative and you are strongly advised to refuse any such demand. Shell is an Equal Opportunity Employer.

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