Shon Nichols

Experience

• 

  Shell

  Jun 1990 - Jan 2009

  Responsible for programs and projects in Shell’s Direct Channel of operations, including direct facility modification strategies and the management of Multi-Site Operator conversion processes and procedures. • Selected programs from Shell's globally available options that best fit the US market, to facilitate the changeover from company-operated service stations to the Wholesale class of trade. Responsible for Shell’s Ohio and Kansas City multi-site operators, company-operated stores, and retailers (3 separate positions) including the management of sales generation, total P&L, merchandising, and operations for 58 sites and 7 quick service restaurants - generating $139MM in revenue with an asset base of ~$150MM. • Led a team of 400 employees including, marketing consultants, merchandising consultants, car wash consultant, QSR consultant, site managers, and onsite operations staff. Responsible for Arizona company-operated stores, including management of sales generation, total P&L, merchandising, and operations for 37 sites, and 5 Del Taco restaurants, generating $88MM in revenue. • Led a team of 375 employees including marketing consultants, merchandising consultant, car wash consultant, QSR consultant, site managers, and onsite operations staff. • Served on the Site Selection Team. • Developed and executed brand strategies and marketing programs to drive incremental sales and increase the brand value of Shell, in Southern California, Arizona, Las Vegas, and Colorado.Built partnerships with AZ Cardinals, Colorado Rockies, USA Baseball and Denver Broncos Provided direction to 12 company-operated facility managers and staff to maximize sales and customer satisfaction while minimizing losses and expenses. • Rolled out and enhanced a program that assisted retailers in improving their business - led the country in retailer participation. Developed and coordinated Texaco’s credit card acquisition programs utilizing a $4MM budget, including customer profiling, risk modeling, segmentation testing, and creative development. • Acquired over 700M new accounts annually; essential in building the largest credit card portfolio in the oil industry.

  • Direct Program Manager

    Jan 2006 - Jan 2009

  • Area Manager

    Jan 2001 - Jan 2006

  • Sales Manager

    Jan 1998 - Jan 2001

  • Brand Marketing Coordinator

    Jan 1998 - Jan 2000

  • Marketing Consultant

    Jan 1995 - Jan 1998

  • Senior Business Analyst

    Jun 1990 - Jan 1995
• 

  Shell TapUp

  Nov 2009 - now

  Responsible for growing the mobile fueling business by creating new services and leveraging key Shell partnerships and winning customers such as Penske Automotive Group, Houston Food Bank, and PepsiCo.• Program Manager for the rollout of Renewable Diesel to PepsiCo locations in CA and OR. We delivered over 1MMgallons of R99 annually. • Developed and rolled out a Shell TapUp customer emergency response fuel services plan to customers to support them in the field anywhere that service was needed. • Negotiated and closed 24 new accounts totaling 6.4MM gallons annually. Part of a team that expanded mobile fueling from 2 to 40+ markets. Show less Responsible for developing the marketing promotions and programs to support Pennzoil, Quaker State, and Rotella brands in North America, for Fiat Chrysler Automobiles, Maserati, Take 5 Oil Change, and Midas. • Built partnerships with Fiat Chrysler Automobiles, Hyundai, Ferrari, Penske Automotive, AutoNation, and Asbury Automotive, by developing marketing programs, events, and promotions leveraging relationships with the NHRA and other joint sponsorships. • Developed and executed the Chrysler Synthetic Revolution, increasing the premium oil mix from 8% to more than 40%. Show less Led and developed all channel marketing national promotions for DIFM to support premium brand growth and market share for Pennzoil, Quaker State, and Rotella brands. • Managed and developed the Join the Pursuit Promotion, a sweepstake to win the grand prize of a Penske-inspired new Dodge Challenger. The promotion was intended to drive traffic to Pennzoil branded oil change facilities, and the purchase of Pennzoil Platinum synthetic motor oil. The program exceeded the highest Pennzoil promotion enrollment by nearly 100% and exceeded 51% activation with incentives, and activation videos. Show less

  • NA Sales and Marketing Manager Shell TapUp

    Jun 2019 - now

  • Channel Sales Manager

    May 2014 - Jun 2019

  • NA Promotion Manager

    Nov 2009 - May 2014