Category Manager Food BNL

About the Role

What’s the role Shell Mobility is the world’s largest fuels retailer, with more than 50,000 sites across 60 countries, serving over 30 million customers every day with fuel, food, coffee, and convenience products. Within this global network, the Benelux & France cluster operates nearly 1,000 service stations across four countries, supporting private customers, fleet drivers, and truck drivers. As part of our Powering Progress strategy, we are driving the mobility transition by making cleaner mobility seamless and enjoyable – enhancing our fuels portfolio, expanding EV charging, and delivering an outstanding convenience retail offer that puts customers first and elevates every journey.

Within this context, Shell Retail is transforming its locations from traditional fuel stations into modern convenience and food service destinations, where hot snacks and food‑on‑the‑go play a key role in driving traffic, customer satisfaction, and margins. As Category Manager for Hot Snacks, you will have end‑to‑end responsibility for the strategy, performance, and ongoing development of the category across Shell Retail Benelux.

You will translate consumer trends, operational capabilities, and commercial objectives into a scalable and profitable offering across the retail network, managing the category from strategic vision through to day‑to‑day execution, with a strong focus on product quality, speed of service, food safety, operational excellence, and innovation.

• Own end‑to‑end category performance for Hot Snacks across the Benelux.
• Develop and execute the category strategy, covering assortment, pricing, promotions, and positioning.
• Hold full P&L accountability from sell‑in through to sell‑out.
• Select, contract, and manage both local and international suppliers.
• Lead commercial negotiations, including margins, fees, and supplier support.
• Drive innovation through new products, preparation methods, equipment, pilots, and partnerships.
• Ensure operational feasibility in close collaboration with Operations, Supply Chain, and Format teams.
• Safeguard food safety, product quality, and consistency across all retail locations.
• Collaborate closely with Marketing, Network, Operations, and Food service teams.
• Monitor market trends, consumer behavior, and competitive dynamics to inform decisions.
• Proactively manage operational challenges while maintaining focus on long‑term strategic objectives.

• Proven experience in category management within food service, bakery or convenience food.
• Strong understanding of hot food concepts and operational processes.
• Strong commercial acumen, with excellent negotiation and stakeholder management skills.
• Experience applying the full 4P framework: product, price, promotion, and placement.
• Analytical mindset, with the ability to translate data and insights into actionable outcomes.
• Hands‑on and pragmatic, with a solid understanding of day‑to‑day retail operations.
• Experience managing projects, including pilots, innovations, and rollouts.
• Resilient and adaptable in a fast‑paced retail environment.
• Fluent in Dutch (spoken and written).

You bring your skills and experience to Shell and in return you work with talented, committed people on one of the most important challenges facing our planet. You’ll have the opportunity to develop the skills you need to grow in an environment where we value honesty, integrity, and respect for one another. You’ll be able to balance your priorities as you become the best version of yourself.

Progress as a person as we work on the energy transition together. Continuously grow the transferable skills you need to get ahead. Work at the forefront of technology, trends, and practices. Collaborate with experienced colleagues with unique expertise. Achieve your balance in a values‑led culture that encourages you to be the best version of yourself. Benefit from flexible working hours, and the possibility of remote/mobile working.

Perform at your best with a competitive starting salary and annual performance related salary increase – our pay and benefits packages are considered to be among the best in the world. Take advantage of paid parental leave, including for non‑birthing parents. Join an organisation working to become one of the most diverse and inclusive in the world. We strongly encourage applicants of all genders, ages, ethnicities, cultures, abilities, sexual orientation, and life experiences to apply.

Grow as you progress through diverse career opportunities in national and international teams. Gain access to a wide range of training and development programmes.

Shell is an Equal Opportunity Employer.