Since 2017, Coral Cyprus has carried the Shell brand across the island, bringing the global group’s technological expertise and values to the local energy landscape. At the heart of this mission is Michalis Zoumides, Marketing & NFR Manager, who oversees efforts in customer engagement, marketing, and brand positioning. In this interview, he speaks to FastForward about the challenges and priorities of operating in a highly competitive market, the impact of launching Shell’s upgraded V-Power fuels in Cyprus, and how Coral is preparing for a future shaped by electric vehicles and cleaner energy.

“Our people are changing the game, making the difference real, every time,” he says, highlighting the role of a dynamic, innovation-driven team. “The Coral Cyprus team is committed to excellence, innovation, and sustainability in the local energy sector.” From advanced fuel technologies to customer-focused solutions and strategic investments, the company aims to help shape the future of mobility in Cyprus while staying aligned with Shell’s global standards.

As Marketing & NFR Manager at Coral Cyprus, I have the privilege and responsibility of shaping and executing the local marketing strategy with a strong focus on client-centric excellence and delivering the best possible customer experience.

A typical day involves overseeing daily marketing operations and leading the Non-Fuel Retail (NFR) business segment. This includes strengthening our market position and expanding our product and service offerings beyond the fuels category.

To stand out in a competitive market, it’s essential to develop effective business and marketing strategies supported by a structured plan and a strong, trusted team. Building a compelling brand identity and delivering meaningful content are both vital to long-term success.

One of the initial challenges I faced when joining Coral Cyprus was aligning my personal approach with the company’s broader communication strategy. It was an opportunity to refine our messaging and adapt our global communications locally across platforms. Maintaining a consistent brand image required flexibility, simplification, and innovation.

Working as a licensee of a prestigious brand like Shell, backed by the strength of the Motor Oil Group with over 50 years of operations and leading expertise across multiple market categories, has been both challenging and exciting in a competitive market—fueling my passion for the energy sector and my desire to learn something new every day.

Our key priorities are:

• Building strong relationships with partners, customers, associates, and vendors

• Expanding our network footprint and increasing brand awareness

• Delivering high-quality products and services through new implementations

• Promoting sustainable energy solutions

• Supporting Corporate Social Responsibility initiatives

Through these efforts, we continuously strive to raise brand awareness, stay ahead of market trends, and provide innovative, customer-focused solutions.

Coral Cyprus leverages Shell’s global innovations while tailoring them to meet the specific needs of Cypriot consumers. A key milestone since I joined was the July 2024 launch of the new and improved Shell V-Power fuels—engineered for optimal engine performance and efficiency—as part of Shell’s global innovation initiative.  This involved the rebranding of over 40 Shell stations across Cyprus, reflecting our commitment to innovation and sustainability.

Our launch event, “A New Era in Fuels with the Guarantee of Shell,” showcased the performance and innovation of our new fuels. Attended by the Minister of Energy, media, industry partners, and executives from Coral and Motor Oil Hellas, the event underscored our dedication to cutting-edge fuel technology and environmental responsibility.

We also emphasize sustainable energy solutions—such as Shell FuelSave—responding to the growing environmental awareness in Cyprus.

By integrating advanced fuel technology with a local, customer-first approach, Coral Cyprus successfully meets local market needs while aligning with global energy trends.

Cyprus’s fuel retail market is highly competitive, with both local and international brands competing for market share. Key industry trends include:

• Growing demand for environmentally friendly, high-performance fuels like Shell V-Power

• The adoption of new technology such as electric & hybrid vehicles

• A shift towards digitalization and customer loyalty programs

Coral Cyprus is responding proactively to these changes by:

• Offering advanced, high-quality fuels such as Shell V-Power at over 40 stations for enhanced engine performance

• Expanding our EV charging station infrastructure to support electric mobility

• Enhancing customer engagement through the Shell GO+ loyalty program, offering rewards, competitions, and exclusive benefits

As the energy landscape evolves, we remain agile and forward-thinking, ensuring sustained growth by adapting to market dynamics and consumer needs.

Shell GO+ has been a game-changer in customer engagement and retention. This loyalty program provides personalized discounts, exclusive promotions, and meaningful rewards, encouraging repeat visits and long-term relationships.

Worth mentioning that from April 15 to July 21, 2025, customers refueling with 25 liters of Shell V-Power and using the Shell GO+ app earn entries into a grand prize draw for a trip to Monza, Italy, to experience the Formula 1 Grand Prix with Scuderia Ferrari, or win instant rewards through Spin to Win.

In January, we launched the rebranded Shell GO+ app, offering a seamless rewards experience across all Shell stations in Cyprus. To celebrate this launch, we run a seasonal competition, rewarding customer transactions and reinforcing loyalty.

By offering tangible value and recognition, Shell GO+ helps us build lasting relationships with our customers.

The rise of electric and hybrid vehicles is transforming the automotive industry, and Coral Cyprus is actively preparing for this shift.

We are investing in EV charging infrastructure, ensuring that electric vehicle owners receive the same high-quality service as traditional fuel customers. At the same time, we continue to serve customers with internal combustion engines through our premium Shell V-Power fuels.

While EV adoption in Cyprus is still in its early stages, its growth potential is undeniable. Backed by Shell’s global expertise and investments, Coral Cyprus is committed to becoming a key player in sustainable mobility, offering tailored energy solutions that meet evolving market demands.

What: Coral Cyprus (Shell Licensee)

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Who: Michalis Zoumides is an accomplished communications and marketing professional with over a decade of experience in marketing, public relations, and advertising. Throughout his career, he has held senior roles that refined his expertise in business development, account management, PR, and strategic marketing. Currently, Michalis serves as the Marketing & NFR Manager at Coral Cyprus (Shell Licensee), where he oversees the Shell brand’s presence in Cyprus and manages corporate communication efforts. His background in advertising, account, and project management further highlights his versatility in the marketing domain.