Yaasier Abrahams

Head of Retail Marketing

As Head of Retail Marketing for Shell South Africa, Yaasier is custodian of the most recognized Global Petroleum brand in the world with a brand value of over $37bln and is responsible for developing and executing all elements of the Retail offer across a network of over 600 franchised service stations in South Africa.Included in Yaasier‘s portfolio is Shell’s traditional Retail Fuels and Lubricants businesses as well as its highly profitable Convenience Retail business at over 400 franchised stores. Complementing the core convenience business, Retail Alliance Partnerships have become increasingly important with a suite of offers that includes Vida e Café Coffee Bars at 150 locations, Branded Quick Service Restaurants at over 100 sites as well as a blossoming Grocery Alliance with SPAR.

A key driver of growth and increased market share has been the introduction of Loyalty through Fuel Rewards partnerships with some of South Africa’s most successful loyalty programs driving returns through the acquisition of new customers, increasing purchase frequency and increasing purchase value.Yaasier’s past experience includes Heading the Commercial On-Road Refueling Business for Shell South Africa as well as both Global and Local Strategy & Portfolio roles.