- Co-founded Shell Energy Netherlands corporate start-up - offering 100% renewable energy to homes - responsible for commercial strategy and operations.- Led organisational design and recruitment of commercial team and commercial operations to enable market-entry.- Developed market & customer research, business purpose/vision/ mission, and 3 yr product & marketing strategy for the organisation.- Delivered differentiated multi-year product roadmap incl MVP, energy tariffs, solar, CO₂ compensation, and EV charging rewards programme.- Launched Shell Energy brand incl. website, marketing campaign, & sales partners, delivering 16k customers on-supply in first year during a challenging energy & cost-of-living crisis.- Improved Cost Per Acquisitions by 38% through Performance Marketing, Marketing Automation, a Customer Data Platform, and Analytics.- Succesfully implemented OKRs and scaled-agile quarterly business planning (a.k.a. 'Q-plans') to drive focus, agility, speed, and scale.- Created future organisational design to transition to a leading Product Management-structured business to support scale-up.- Promoted diversity & inclusion through coaching focused on developing/attracting people of colour in Product, Technology & Marketing at Shell.- Managed orderly closure of the Shell Energy business as part of a strategic decision by Shell to exit the home energy sector in Europe.

- Responsible for B2C Product, Sales, Marketing and Customer Experience of Shell Recharge digital services in Europe incl. charge card, mobile app, website and eCommerce for home charge points.- Developed vision & business case to create & grow B2C digital services for EV charging in Europe and obtained board support to create a new function.- Created integrated Shell Recharge 'digital accelerator' cross-functional team including product, marketing, design & engineering talent.- Launched Shell Recharge MSP (app and charge card) in 37 markets providing EV drivers with access to 500k+ charge points across Europe.- Launched Shell Recharge eCommerce channel in the UK, NL, DE & FR enabling EV drivers to seamlessly order a home charge point with installation online, dramatically reducing cost per sale.- Successfully launched Shell Recharge brand in Europe in key digital channels incl. web, app, EV charger digital screens, and paid media.- Launched and managed internal EV Experience programme to develop eMobility skills & competencies across Shell.

- Responsible for the digital transformation of Shell’s Retail Mobility business incl. products & services innovation, channels (incl mobil app, connected car, in-store, web, social, eCommerce, media), CX, support, and advertising.- Led restructure of multiple global digital teams into one integrated function for Retail Mobility & Lubricants, driving synergies, cost-savings, and efficiencies across a portfolio of 25 digital programmes.- Redeveloped the Shell app and CX for scale, delivering an award-winning 5* app with loyalty, mobile payments, in-car payments, and store locator, available in 40+ markets, with 10x increase in usage.- Developed & launched world's first in-car fuel payments service with Jaguar Land Rover and General Motors, generating global PR coverage and strengthening OEM partnerships for Shell's lubricants business.- Delivered global mapping and navigation platform across Google Maps, Waze, Apple Maps, TomTom, Garmin, Facebook, etc. to generate increased customer traffic into store, and improve data accuracy, quality, and customer experience.- Created award-winning Shell | Ferrari F1 interactive paddock digital experience delivering 1.2m visits & brand preference for Shell V-Power & Shell Helix.

- Responsible for all aspects of digital for Shell's B2C and B2B lubricants brands and sectors globally incl. strategy, digital marketing, digital products & services, and sales enablement.- Led creation of the global digital organisation from scratch to support Shell Lubricants 5 year ambitions to become a digital leader.- Created multiple award-winning global marketing campaigns for Shell Helix, Shell Advance, Penzoil, and Quaker State which resulted in Shell Lubricants becoming the most watched brands online in the lubricants category with highest brand preference.- Developed Shell LubeMatch online oil selector tool (web & app), making it the largest in the world. Scaled it to 127 markets, grew adoption 7x over 4 years and saved $800k/yr in technical support costs.

- Responsible for marketing strategy, campaign planning & execution, acquisition & retention, media planning, product launches, partnerships, events and sponsorship activation.- Delivered multiple succesful marketing campaigns for Yahoo! Homepage, Yahoo! Sport, Yahoo! Search, Yahoo! Mail, Yahoo! Answers, Yahoo! Finance & Flickr.- Developed and activated Yahoo! UK partnership product and marketing strategy with Facebook, BBC News, eBay, the FT, Jamie Oliver, & Elle.- Helped grow Yahoo! into the most visited online brand in the UK - overtaking Google between 2006-2010.