As VP of Global Marketing in the Global Commercial business at Shell, I manage a diverse team of over 140 people operating in more than 80 countries. With a passion for keeping ahead of the ever accelerating digital transition, I champion teams to review smart data systems and strategies, personalized targeted marketing and customer-centricity to continue to change the way our business communicates and maintain growth across all lines of business as we lead the path through the energy transition.
With 20+ years experience in P&L, brand building, business strategy, full commercial acumen and multi-cultural team leadership, I have built high performance teams in 4 different regions: Greater China (based in China), North American (based in Canada & US HQ), Asia Pacific (based in Singapore) and Global (now based in London HQ).
I joined Shell in 2014 and have since focused on 3 key pillars that contribute to our ever growing success, firstly the critical role that global lubricants play in keeping the world moving while ensuring this is achieved through more and cleaner energy solutions and by continuously reducing our carbon impact, secondly I have an unwavering view on the importance of digital transformation and the role of smart data, and third I am an ambassador for gender equality, striving for a more balanced future where women have the same opportunities and influence as their male colleagues.
To achieve these goals I am continuously looking to professionalize our marketing capabilities and upgrade our team capability through building, developing and empowering people to reach their full potential - together, Let's Make The Future.
Carol Chen will talk about how Shell leverages data-driven and performance marketing to drive growth. She will discuss critical success factors in implementing performance marketing including data integration and AI models, driving change management, and how to get the right message to the right customer via the right channel. Carol will detail what works and what doesn’t, and how to leverage innovation to continually drive performance to the next level.
- Adopting data-driven and performance marketing across the organization – the dos and don’ts on the journey from an art to evidence-based marketing:
- Integrating data and multiple data sets holistically and cohesively – and with the right AI model
- Driving change management – the need for top buy-in, having the right talent and facilitating the mindset and behavior change
- Leveraging innovation to continuously drive performance to the next level – the need to constantly experiment and test
- Don’t expect a crystal ball – being on a continuous journey with the bar getting higher and higher
- Leveraging data-driven marketing to get the right message to the right customer through the right channel
- Lessons learned such as speaking the same language with leaders, translating data into tangible value to drive change, and more
- Customer Experience, Insight & Engagement
- Marketing Organization & Transformation
- Track Talk