Starting from customer centricity, Chris has begun to reshape routes to market, channel choices, customer segmentation and create tailored offerings, new services and solutions through advanced data insights enabled by digital solutions.
Chris previously served as Head of Global Media, managing all Shell's Global Media activity includes covering consumer insight, marketing planning and strategy, campaign and media planning and proposition development. In this role, Chris has bought a commercial lens and rigour to marketing practice by reviewing previous campaigns and implementing learnings, ensuring campaign budgets are aligned to ROI measures, impartially assessing campaign results and identifying source of growth to maximise campaign impact. Since taking the media role Chris has been an innovator in areas such as development of media value and driving media accountability. By working closely with tech companies and Digital media vendors, he and his team has developed first time programmatic and digital solutions for Shell organization to deliver efficient and effective results. Prior to the Global media role, Chris has spent 15 years in Brand Management with most recent role of Global Brand Director for Passenger Car Lubricant Brands. His role included strategic marketing, portfolio and product positioning and business planning including launched of innovative products such as Gas to Liquid Technology for Motor Oil.