Feb 12, 2020

B2B Channel Marketing Manager

  • Shell Oil Company
  • Kuala Lumpur, Federal Territory of Kuala Lumpur, Malaysia
Full Time Permanent Marketing Sales & Marketing

Job Description

  • The B2B Channel Marketing Manager will own the marketing strategy for B2B Sell-In from Shell and Sell-Out to Resellers/Trade/GKAs/Key Sectors and to ensure brand growth (Vol, C3, Premium) for Rimula and Shell's Industrial Brands and Technical Services.
  • The role will oversee all B2B channel marketing activities by working closely with the sales and marketing and extended teams to develop long term relationships with our Key Accounts, Go-Forward Distributors and preferred reseller/trade partners.
  • This role will be responsible for understanding channel dynamics, customer needs and buying behaviors for the B2B channel and the varying sectors.

The role will be in addition responsible for developing differentiated CVPs and driving execution of brand and channel Marketing programs through B2B channel, drive growth in both market share and profitability for Shell, our Distributors, and our trade channel partners.

Strong commercial acumen & strategic thinking is required to provide a healthy challenge to sales and sector managers in order to identify & progress truly value-creating initiatives to ensure the delivery of a competitive trade marketing platform.

Key Accountabilities:
  • Develop the business and grow market share through to a profitable C3/C5+ level through strong Sales & Marketing Discipline and Executional Excellence
  • Lead the development of by Sector (Mining, CQC, Agri, General Manufacturing, Fleet, Construction, etc) channel strategies. Act as overall Sector Expert, accountable for driving marketing plan implementation and delivering the ROI of marketing dollars at the country level for each sector. Aligned with ICE-RTM/brand strategies to effectively implement the new Sector/Channel Segmentation, Channel Offers and Channel Pricing to regain market share with a focus on Sell-Out.
  • Develop a competitive and effective sell-in/sell-out B2B and B2Cd Country channel marketing strategy and ensure close alignment with Key Sector, Key Accounts and Distributor Marketing Plans for different channels for Rimula, Shell Industrial and technical services brands.
  • Responsible for the collection of local market intelligence and generating local/global sector insights.
  • Work with Global Sector and Local Brand manager to develop CVPs, marketing communication materials, toolkits and training, eMarketing and printed collateral.
  • Support distributor, customer and sector growth by implementing marketing programs (including events) and run post-investment reviews.
  • Pricing Expert and Focal Point.
  • Develop communication materials and manage communication plans and budgets for Sector/Channel Marketing activities.
  • Clear understanding in the region of the Global and Local Offer Book.
  • Communicate customer segmentation and banding.
  • Support Sales Excellence.
  • Support local events management to ensure maximum leverage across sectors

  • Engage and support the Sector Marketing Managers, Sector Sales Managers and their teams in implementing global and regional/local marketing activities.
  • Connect externally with key customers.
  • Know and understand the future trends of the Sector in detail.
  • Connect and partner with all key internal functions in the development of customer offers (Finance, OTC, Technical & Operations, HR, Supply Chain, Business Development, etc).
  • Define SP&A/Marketing Rebate/Capex/Revex/Opex (Trade spend) requirements, set KPIs (specifically for incremental growth, premium delivery), & be accountable for effective spend.
  • Ensure delivery of an effective trade marketing offer across key sectors.
  • Focus on operational excellence to ensure activation programs deliver on volume, C3 and premium KPIs across different distributors.
  • Build customer intimacy and deep understanding of customer needs (visible and unknown using challenger approach) through Distributors and Trade aftermarket meetings and visits;
  • Develop and deliver the marketing offer and appropriate support materials including innovative digital approaches to differentiate Shell.


The ideal candidate is expected to have the following attributes:

  • Significant Sales, Marketing & Trade Marketing experience minimum 10-12 years (B2B business experience will be an added advantage).
  • Experience in Distributor management, B2B sectors will be valued.
  • Experience with global commercial and customer issues.
  • Demonstrated track record of strong customer orientation.
  • Ability to work across multiple countries and cultures.
  • Ability to engage senior management and sales teams on marketing subjects.
  • Excellent communication and relationship building skills.
  • Ability to anticipate changes and act proactively.
  • Track record and experience of successfully bringing CVPs to market.
  • Ability to translate business strategy into actionable marketing strategy and plans.
  • Practical problem-solving approach with a clear customer focus.
  • Creative and positive thinker, able to enthuse others and deliver results.
  • Ability to engage and manage communication and events/marketing agencies.

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.


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.


Commercial and Retail