Category Manager - Fresh Food & Beverage

Whats the role

As part of Shells broader ambition to scale its Non-Fuel Retail (NFR) and Customer Retail (CR) business in India under the Shell Select brand, building a strong Fresh Food & Beverage offer under the Deli2Go brand is a top strategic priority. Deli2Go is envisioned to be a key differentiator in the marketsetting Shell apart from like-for-like competitionand contributing significantly to both revenue growth and profitability.

As Category Manager, you play a pivotal role in driving this ambition. With the growing presence of the Select Deli2Go offer across the network and increasing customer demand, you are responsible for upskilling and training Retailers and Baristas to deliver operational excellence at site level, in collaboration with the Sales & Operations (S&O) team. Most importantly, you champion the Deli2Go agenda and secure commitment and buy-in from Retailers and Territory Managers to deliver it relentlessly.

What youll be doing

n this role, you lead the Category Management of Fresh Food, Beverages, and associated offerings for Shells Non-Fuel Retail business in India. These offerings include products marketed under the brand names Deli2Go and Shell Caf, which feature bean-to-cup coffee, other beverage products, and fresh food items either prepared on-site or sourced from credible third-party suppliers. You establish and strengthen a compelling Customer Value Proposition (CVP) for the brand, supported by an excellent product and service portfolio, impactful marketing programs, and consistent execution at the site level. Moreover, you deliver profitable growth for the Deli2Go brand by implementing attractive propositions and building a robust operating platform tailored to the local market.

You also champion the concept of an Integrated Retail Offer, aiming to deliver a world-class customer experience and set industry-leading standards in the Indian retail environment for years to come.

• Serve as thecountry focal pointfor delivering the Fresh Food & Beverage category P&L.
• Support the Sales team in achievingtopline and bottom-line targetsfor the category.
• Manage all aspects of category operations, including:
  • Product portfolio
  • Pricing strategy for Company-Owned (CO) and Dealer-Owned (DO) channels
  • Marketing plans
  • Safety and compliance
  • People capability and Standard Operating Procedures (SOPs)
• Own and managesupplier contractswithin the category.
• Actively managecategory profitabilityand ensure Retailer understanding in collaboration with the Operations team.
• Collaborate with the Engineering team toreview and maintain site facilitiesrelevant to the category.
• Establish afit-for-purpose equipment and facility maintenance programfor category assets in partnership with the FMC team.
• Work closely with the Operations team onRetailer Value Propositionand PMTDR (Performance Management Through Daily Routines).
• Handlecustomer complaint managementthrough the Customer Service Centre (CSC).
• Plan, review, and monitor thecategory SP&A (Strategy, Planning & Analysis) budget.
• Partner with the Learning & Development team to:
  • Roll out, sustain, and track progress of theBarista Clubinitiative.
  • Ensure site staff competency through appropriateknowledge training programs.
• Identifyinnovative sources of supplier incometo support C3 (Category, Customer, and Commercial) delivery.

What you bring

• Experience in managingfood and coffee categories, including working with key Customer Retail (CR) suppliers.
• Strongcommercial acumenwith provenanalytical and communication skills.
• Demonstrated experience inmarketing planningand execution.
• Proven track record inoperational deliverywithin a retail or food & beverage environment.
• Excellentstakeholder managementandnegotiation skills, with the ability to influence and deliver through others.
• Professional experience inretail, food & beverage, andcategory managementis a strong advantage.
• Experience incontract management, with a focus on optimizing value for Shell and minimizing value leakage.
• A passion for delivering exceptional customer experiences and driving innovation in food and beverage retail.

What we offer

• Progress as a person as we work on the energy transition together.
• 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.