Driving the future of fueling: hydrogen, customer experience at the forecourt & innovation for Shell
Fueling the energy transition doesn’t just require new infrastructure – it demands a smarter, more connected customer experience across continents. For five years, Heloise led and defined Shell’s global innovation initiatives from the CSDM side, delivering cutting-edge digital and hardware solutions across multiple Shell local markets, teams, and technologies.
Key
work
Innovation leadership: Full ownership of Shell’s digital innovation portfolio – driving strategy, development, and market delivery.
Product portfolio growth: Scaled from a single solution to an integrated suite of Shell owned products deployed in eight local markets.
Hydrogen breakthrough: Delivered Shell’s first proprietary hydrogen dispenser, built in collaboration with BMW Designworks, Linde, and Air Liquide – certified for both EU and US markets.
Next-gen retail experience: Developed a proof-of-concept for Shell’s “Customer Experience of the Future Site,” combining digital and physical channels into one seamless journey.
Global – local integration: Collaborated with Shell’s New Energies and Global Retail Innovations teams, as well as regional deployments across The Netherlands, United Kingdom, Luxembourg, Malaysia, Thailand, Singapore, Oman and Canada.
Why this matters
Shell’s path to cleaner energy under the leadership of Ben van Beurden was also a digital journey. With shifting customer expectations and ambitious sustainability goals, the company needed complex innovations made simple. Solutions that could be implemented quickly, without sacrificing ambition, quality or compliance.
From proof-of-concept to certified hardware, from two markets to eight – this collaboration showed what’s possible when deep client understanding meets technical innovation. As an external innovation partner, Heloise and a small, dedicated CSDM core team seamlessly integrated into Shell’s global delivery framework, fostering collaboration among the brightest minds to reach new heights.
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