Turning international business experience into practical results.

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Commercial Strategy & Retail Customer Value Proposition

Defining what your retail business stands for and why customers choose it, then building the compelling commercial strategy that turns that promise into profitable growth.

A strong retail network starts with a clear answer to one question: why should a customer stop here rather than somewhere else? Over 30 years I have shaped commercial strategies and customer value propositions for different downstream retail businesses across Europe, Hungary and Ukraine, connecting customer insight, offer, pricing and brand into one coherent plan.

How I can help

• Commercial strategy: market and competitor analysis, growth priorities and multi-year commercial plans with clear targets and investment cases.
• Customer value proposition (CVP): defining target customer segments and missions (fuel-up, top-up shop, food-to-go, coffee, car wash services) and designing an offer that wins on each.
• Offer and category strategy: product range, category roles, signature/hero products, private label and partner brands, with food service and coffee as key differentiators.
• Pricing and promotions: fuel and shop pricing strategy, promotional effectiveness and margin management.
• Loyalty and customer engagement: loyalty programme review, digital touchpoints, personalised offers and customer data use.
• Brand and format positioning: making sure the brand promise is visible and consistent at every outlet and store, throughout the entire customer journey.
• Partnerships: where this is the way forward, selecting and negotiating with franchise, food service and supplier partners that strengthen the proposition.

Typical results

• New CVP developed and launched across the network, with increasing customer visits
• Loyalty programme enhancement, increasing the number of active customers
• Foodservice, coffee and food-to-go sales and profit growth

Who this is for

Retail, hospitality network and convenience chain leadership teams who are repositioning their network, facing new competition, entering a new market, or wanting an outside view on whether their offer still fits what customers want.

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B2C Sales & Operational Excellence

Improve sales performance, monitored execution, efficiency and effectiveness driving customer satisfaction.

Great strategies only pay off when they are delivered consistently, every day, at every point of sale. I help consumer-facing businesses close the gap between plan and execution by sharpening sales management, simplifying processes and setting clear standards that frontline teams can follow.

Drawing on my 30 years of Shell regional and country experience leading large retail networks, I focus on the levers that matter most: sales productivity, staff scheduling and training, cost and shrinkage control, and a customer experience that is measured, managed and continuously improved.

The result is an efficient, more effective and disciplined operation where satisfied customers and better margins go hand in hand.

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Convenience Retailing, Foodservice, Coffee & Car Wash

Enhance the full customer journey — from fuel to food, coffee and car wash.

Today's store and forecourt customer expects far more than fuel, and the sites that win are the ones that turn a quick stop into a reason to stay and return.

My approach is GO & SEE. Let's review your stores together to understand where we are starting from — the real starting point. Following the review and analysis, we'll define together where we would like to be and what good looks like.

I help operators build non-fuel businesses that customers love and that deliver real margin: convenience ranges and category management tailored to local shopping missions, food-to-go and foodservice concepts that are simple to run yet consistent in quality, coffee offers that build daily habits, and car wash operations that add steady, high-margin revenue.

With hands-on experience in designing, piloting and rolling out these concepts across retail networks, I connect every element of the visit into one seamless customer journey.

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Value Creation & Data-Driven Sales Performance Growth

Turn data into insights, insights into action, action into value.

Most retail businesses are rich in data but poor in insight. I help leadership teams change that by turning sales, customer, pricing and operational data into clear, practical decisions that grow both revenue and margin.

This means building KPI dashboards and performance reviews that show what is really happening across the network, identifying the sites, categories and customer segments with the biggest untapped potential, and testing initiatives in pilots before scaling what works.

Just as importantly, I make sure insights reach the people who can act on them, from head office to site and store managers, so that every action is measured and every success is repeated. The result is sustainable, measurable value creation rather than one-off gains.

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Customer-Facing Staff Motivation, Training & Coaching

Empower your teams, strengthen leadership and build a winning culture.

In retail, the customer experience is only as good as the people who deliver it. I help businesses build motivated, capable frontline teams and the leaders who guide them, from site staff and shift supervisors to area and regional managers. My work covers practical training programs in sales, service and operational standards, coaching that develops managers into confident leaders, and recognition and incentive schemes that reward the right behaviors.

Drawing on years of leading large customer-facing organizations, I focus on creating a culture of ownership and pride, where teams understand their impact, feel supported and are inspired to perform at their best every day. Engaged people create loyal customers, and loyal customers drive lasting results.

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