Philip Cholerton

Partner – UK

Phil has acquired more than 25 years of strategic marketing leadership within oil and energy retail, industrial businesses, and SaaS platforms. His journey is marked by a steadfast commitment to driving innovation and sustainability. With a knack for turning visionary concepts into tangible commercial successes, Philip is instrumental in shaping Net Zero solutions at NovAzure. Beyond his professional pursuits, Philip finds solace in nature, particularly in nurturing his passion for trees. He proudly tends to a descendant of an ancient oak tree in his garden, which stands over 20 meters tall and wide. This connection with nature fuels his dedication to fostering a sustainable future. When seeking moments of tranquility, Philip retreats to the sea, his favourite place to unwind and recharge. Strong in all areas of the ‘marketing mix’, Philip has directed research insight with R&D and supply to develop pioneering product and service offers. He overcame objections to convince senior leaders of the business cases for exploiting new profit streams. E.g. launched Shell Helix V-Power, the first premium petrol in the UK, generating $20M margin in yr2.


  1. Philip spent more than 20 years in roles at energy giant, Shell:
  2. As Global Head of Deal Performance Digitalisation, Philip enabled unit margin growth of 5% across 18,000 deals, by leading ‘agile’ delivery of a data analytics platform to assess CRM and other data to compare ‘peer’ deal price and margin performance & identify ‘money left on the table’.
  3. In the role of Global Head of Marketing Excellence, Philip benchmarked 10 leading Marketing companies and applied what made them great to focus 1,000 Shell marketers on measurement, professionalism and business value generation.
  4. Whilst Global Marketing Planning Manager, Philip led major end-to-end changes in digitalisation and processes to increase average ROI on $400M annual budgets by >10%.
  5. As Global Brand Manager for Motor Oils, Philip increased market leadership through continuous customer engagement, insight and innovation. Including award-winning branded portfolio propositions and all-channel campaigns. E.g. Oils using Formula 1 & World Rally Car technology.
  6. As European Development Consultant for Hive9, Philip actively developed the European client portfolio of an agile and rapidly growing US-based SaaS provider of a cloud-based marketing performance management platform.


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