Shell International has hired Safeway business unit director Pat O’Driscoll to fill the new role of worldwide head of retail.
She will report to Shell International’s branding and marketing communications director, Raoul Pinnell, who was taken on in December to oversee a shake-up of the oil giant’s business.
O’Driscoll is Safeway’s business unit director for non-food, and it is unclear what experience she has of petrol retailing. She refuses to comment on her appointment.
At Shell, O’Driscoll will work with Pinnell on reviewing Shell’s global positioning and she will co-ordinate the branding for its forecourt retail stores.
Pinnell reports to David Pirret, head of marketing services, and re-placed Mike Kesztenbaum, who has moved to Shell’s Greek operation.
Shell is still recovering from international condemnation of its human rights and environmental record over the past two years. It is believed to be launching a pan-European marketing campaign to promote the company’s positive stance.