Senior Manager - Shopper Marketing

Job Title

Senior Manager - Shopper Marketing

Role Responsibilities

Purpose of the role

This role works in the Shopper Marketing Team in head office that is responsible for the development and delivery of the Shopper Marketing strategy & plans for our brands. This team is involved in developing the store ready mechanics and assets for each growth driver aligned in our annual Brand and Cluster Activation Plans. In addition to project management this person will have a good understanding of the retail and bar environment and path to purchase, and will recommend what it takes to Stop, Engage and Land (SEL) to turn a shopper/consumer into a buyer of our brand. They will work with Brand Marketing to understand brand positioning and visual assets, and will work with a Shopper Marketing Agency to develop the mechanic, materials, visuals etc for each program, seeking input and alignment from Regional Customer Marketing and Activation teams in cluster, to deliver store ready assets on time in full for brilliant planning and execution.

Areas OF Responsibility Performance Measures

1. Shopper Marketing

• Develop an excellent understanding of shopper and consumer insights translating these into clear, actionable recommendations at brand level
• Partner with Brand Marketing and Regional Customer Marketing in the Annual Planning process, bringing data-backed, insight-led growth driver recommendations that are grounded in performance learnings and shaped to win at the point of purchase
• Lead the development of creative mechanics and assets with the Shopper Marketing Agency- anchored in Stop, Engage and Land (SEL) principles - owning the brief, creative direction, and quality standard from concept through to store-ready delivery.
• Track and measure effectiveness of shopper marketing programs - building a clear view of what drives performance and translating learnings into sharper future planning

2. Engage cross functionally to balance brand and cluster needs

• Maintain strong connection with Brand Teams and their agencies to ensure an excellent understanding of brand strategy, positioning, visual assets and big ideas so that shopper marketing is building brands to achieve our portfolio strategy.
• Proactively understand and integrate cluster-specific regulatory and executional requirements- adapting mechanics and assets to ensure seamless execution and strong performance outcomes across markets
• Champion cross-functional collaboration to align brand and cluster priorities- delivering fewer, bigger, better programs that drive performance outcomes, maximize budget productivity, and build brands with consistency and impact

3. Deliver cluster ready and store ready assets

• Own full project delivery accountability- from Agency briefing through to cluster-ready asset dispatch (visuals, items, mechanics, prototypes), with rigorous attention to timelines, quality, and budget management
• Maintain proactive project governance- partner with Procurement and Regional Customer Marketing (budget holders) to agree on all items/services and their specifications that need to be procured for each program.
• Ensure clear and timely communication and cataloguing to enable Clusters to purchase and distribution and execute items as planned. Qualitative - deliver great shopper marketing programs and store ready assets for all programs on time in full.

4. Execute, track and learn

• Oversee execution including market visits to gather insights and learning on programs in market to enable improvements and optimization.
• Qualitative - learnings and improved productivity.

Experience / skills required

• MBA in Sales & Marketing Experience: 6-10 years experience
• > 4 years experience in Marketing / Sales Knowledge
• Strong grasp of shopper and customer behaviour: able to translate insights into sharp, commercially grounded recommendations
• Creative thinker: brings original ideas and genuine enthusiasm for building brands at the point of purchase
• Proven agency management skills: briefs with clarity, inspires great work, and holds partners to a high creative standard
• Project Management: able to manage multiple projects to clear timelines for DIFOT execution
• Confident cross-functional communicator: can align diverse stakeholders and drive recommendations to closure in a matrix environment
• Structured Budget management: plans, phases, and tracks spends proactively across the year, ensuring optimal utilization

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