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Work Background
CORE INNOVATIONS S.A.General Manager
May. 2015• Managing a top talented commercial group of companies (270 FTEs) that is responsible for developing new business through innovation for the major elements of mobility convenience retailing strategy of the biggest energy group of companies in Greece, Motoroil.
• Leading the convenience retail strategy for Shell and Avin • Developing the new c-store concept for the group (Smartshop)
• Launching new additional value propositions (e.g. Pharmacy stores)
• Identify products and services for the new retail concept (e.g. EV chargers, technology products, etc.)
• Strengthen the omnichannel strategy by expanding allSmart.gr • Establish the central warehouse function supporting our strategic growth options
• Setup and grow Ci as an innovation hub organization within Motoroil group.
Coral A.E.Marketing Manager - Shell Greece, Cyprus & Serbia
Feb. 2011 - Dec. 2020• Leading the Marketing Team of Shell brand in Greece, Cyprus & Serbia (fuels, loyalty, CR, digital marketing & e-commerce) and developing all core marketing strategy propositions. • Responsible for tripling V-Power differentiated fuels sales through successful product positioning and unique marketing and promotions strategy & tactics that disrupted positively the local fuels’ market and became a global best practice for Shell (highest V-Power sales percentage globally).
• Also, key element of my contribution was to reposition the Smart Club loyalty concept by adding the e-commerce element (AllSmart.gr), launching the AllSmart app (top 10 apps in usage) and rebrand the whole scheme to AllSmart. That led to doubling the loyal users of Shell stations and unlocked the omnichannel strategy as a strategic pillar for the retail station of the future.
• As per the convenience retail strategy, I led the new concepts development (AB Shop & Go launch, I Love Café coffee chain, Plinto carwash, ACS postal lockers, etc.). With all the new developments and more in-depth category management growth strategy, the CR sales quadrupled in just 6 years.
• Briefly, all the above strongly contributed on doubling Shell brand preference in just few years and led significant market share increase and overall profitability growth for the organization under severe market conditions.
Coral A.E.Business Development Manager
Jan. 2010 - Feb. 2011Interim position after the Shell Hellas acquisition by MoH. Developing new profitable business expanding our fuels' offer to new market segments.
ShellGlobal Biofuels Brand Manager
Jul. 2009 - Dec. 2009• I was responsible for customer value proposition development for biofuels globally. • Key accountability for this role was to gather best practices from the markets (e.g. Brazil, Thailand, etc.) & develop branding and new marketing propositions for biofuels, having also in mind the different legislations across markets.
• My evolvement on this very exciting global role was short because Shell business unit in Greece was sold to Motoroil.
ShellGlobal Marketing Co-ordinator for V-Power fuels
Feb. 2006 - Jun. 2009• Under this role, part of Shell Global Marketing Team, I was responsible for the implementation of V-Power marketing strategy for more than 35 countries globally. • Participating on fuels’ CVP developments
• Being the marketing ambassador of the global Team regarding V-Power for the local stakeholders
• Implementing the strategic plans and new product launches of V-Power to all markets and promotions per OU in co-operation with the local Teams
• Developing new promo initiatives (e.g. V-Power Days)
• Supporting the organization of launch and press events for V-Power • Being accountable for the V-Power P&L for these regions, on behalf of the global marketing Team.
ShellFuels' Pricing Manager - Mediterranean cluster
Jul. 2004 - Jan. 2006• The key accountability of this role was to develop a strategic pricing framework for all retail fuels’ propositions, for Italy, Greece, Portugal, Spain & Turkey. • They key challenges of this assignment was to understand the local legislations, the different market phases per OU and the local business needs and profitability aspirations. • As part of my role, I was in contact with the local pricing managers and educate them on different pricing techniques and ways to increase profitability, while incorporating the regulatory framework per country.
ShellFuels' Category Manager for Greece
Dec. 2001 - Jun. 2004• As a graduate, I joined Shell after succeeding to enter a high flyer fast track program for young graduates called "Develop". As a consequence, my first role was already at mid senior level. • Under this role, I was managing the Fuels’ Category Team and had as main responsibilities the V-Power marketing launch to Greek market and Pricing Strategy positioning and implementation of all fuel grades. • After the successful design and implementation both of V-Power propositions and pricing frameworks that exploded our market share and boosted our profitability, I had the opportunity to take off my career and undertake roles on the global level up until I joined Motoroil (2010).
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