Head of Shopper and Customer Marketing - Canada

Beiersdorf; Montreal; On-site; CAD 120,000 - 180,000; Full time

Job summary

Beiersdorf Canada is seeking a senior leader to own the Shopper & Customer Marketing agenda, connecting marketing, sales, finance, and BI to drive category growth and profitability. You will lead national partnerships, develop revenue growth strategies, and steer omnichannel activation in a fast-paced environment.

The role requires extensive experience in FMCG with a strategic mindset, strong data analytics, and the ability to translate market insights into actionable plans that deliver

Qualifications

• 15+ years of progressive FMCG/CPG experience with strong customer-facing sales leadership.
• Proven leadership of national customer marketing, omnichannel activation, and major retailer partnerships.
• Strong Category Management, 4P, brand strategy, and Revenue Growth Management expertise.
• Advanced ability to translate consumer, shopper, syndicated, and retailer data into strategies and decisions; Nielsen/IRI experience.

Responsibilities

• Own the organisation's view of the retail landscape, identifying trends, risks, and opportunities.
• Convert syndicated, retailer POS, shopper, market, and past-performance data into growth recommendations, scenarios, and investment choices.
• Establish measurement frameworks and executive dashboards covering market share, distribution, sales lift, ROI, conversion, promotions, and retail execution.
• Lead post-event reviews and embed fact-based accountability and continuous improvement.
• Shape shopper and customer marketing strategies across channels and activation; drive enterprise growth.

Education

Bachelor's degree in Marketing/Business

MBA preferred

Tools

Power BI

SAP

Microsoft Office

Nielsen/IRI data

Job description

Your Tasks

• Strategic & Big Picture: Own the organisation's view of the retail landscape, identifying trends, risks, and opportunities across competitors, customers, channels, shoppers, innovation, and market share,
• Use history to build future: Convert syndicated, retailer POS, shopper, market, and past-performance data into forward-looking growth recommendations, scenarios, and investment choices,
• Establish measurement frameworks and executive dashboards covering market share, distribution, sales lift, ROI, conversion, promotions, post-mortem and retail execution,
• Lead post-event reviews and embed fact-based accountability and continuous improvement.

Your Tasks

• Strategic & Big Picture: Own the organisation's view of the retail landscape, identifying trends, risks, and opportunities across competitors, customers, channels, shoppers, innovation, and market share,
• Use history to build future: Convert syndicated, retailer POS, shopper, market, and past-performance data into forward-looking growth recommendations, scenarios, and investment choices,
• Establish measurement frameworks and executive dashboards covering market share, distribution, sales lift, ROI, conversion, promotions, post-mortem and retail execution,
• Lead post-event reviews and embed fact-based accountability and continuous improvement.

Market Intelligence, Analytics & Measurement

• Strategic & Big Picture: Own the organisation's view of the retail landscape, identifying trends, risks, and opportunities across competitors, customers, channels, shoppers, innovation, and market share,
• Use history to build future: Convert syndicated, retailer POS, shopper, market, and past-performance data into forward-looking growth recommendations, scenarios, and investment choices,
• Establish measurement frameworks and executive dashboards covering market share, distribution, sales lift, ROI, conversion, promotions, post-mortem and retail execution,
• Lead post-event reviews and embed fact-based accountability and continuous improvement.

Category & Revenue Growth Optimisation

• Partner with Commercial, Marketing, and Finance to drive sustainable category growth and profitability,
• Shape annual business planning & strategies: national list price, promotion, assortment, mix, and trade investment,
• Apply Revenue Growth Management capabilities to optimise revenue, margin, and customer value,
• Build robust business cases and drive disciplined resource allocation using consumer, shopper, and commercial insights.

Trade Marketing, Shopper Marketing & Customer Activation

• Shape shopper and customer strategies that translate brand priorities into channel- and retailer-specific growth plans,
• Set the enterprise-wide Shopper & Customer Marketing vision, aligning brand, commercial, financial, and retailer priorities,
• Lead integrated activation across retail, digital, eCommerce, retail media, experiential, and emerging channels,
• Connect product, price, place, promotion, and brand strategy to deliver differentiated customer plans and consistent execution,
• Establish governance, tools, and best practices that raise commercial excellence across the organisation,
• Champion innovation and own activation performance, ROI, and measurable enterprise value.

Retailer & Partnership Leadership

• Build executive relationships with key stakeholders and strategic partners, representing the company's category and growth agenda,
• Act as a trusted advisor, bringing category, shopper, and market expertise to customer channel directors to help decisions,
• Partner with Sales Channel Directors on compelling customer growth plans, sell-in strategies, and joint business planning,
• Create differentiated retailer solutions that deliver mutual short- and long-term growth.

Team Leadership & Capability Development

• Build and inspire a high-performing S&CM organisation capable of shaping enterprise strategy and delivering growth,
• Strengthen capability in insights, customer marketing, retail activation, revenue growth, and omnichannel planning,
• Create alignment across Sales, Marketing, Finance, Supply Chain, and senior leadership,
• Set clear performance, development, and succession priorities while embedding ownership, innovation, and commercial excellence.

Your Profile

• Bachelor's degree in Marketing, Business, Commerce, or related field; MBA preferred,
• 15+ years of progressive FMCG/CPG experience, including substantial customer-facing Sales leadership; Shopper & Customer Marketing experience preferred,
• Proven leadership of national customer marketing, omnichannel activation, major retailer partnerships, agencies, and high-performing teams,
• Strong Category Management, 4P, brand strategy, and Revenue Growth Management expertise,
• Advanced ability to translate consumer, shopper, syndicated, and retailer data into compelling strategies, sales stories, and decisions; Nielsen, Numerator, IRI, or similar experience required,
• Strategic, analytical, and enterprise-minded, with strong ownership, sound judgement, and a record of measurable results,
• Excellent executive communication, stakeholder influence, collaboration, drive and people leadership skills,
• Proficient in Microsoft Office and Power BI; SAP experience preferred.
• French proficiency preferred

At Beiersdorf, we want to help people feel good about their skin - and our commitment goes far beyond caring for skin.

Behind every brand, every product and every accomplishment are our more than 20,000 employees. It is for them that we live a culture of inclusion, respect and trust that is strongly aligned with our values - CARE, COURAGE, SIMPLICITY and TRUST. We embrace diversity by valuing the uniqueness of each individual and being committed to equal opportunities for all.

The Head of Shopper & Customer Marketing is a senior enterprise leader shaping the company's commercial growth agenda. Connecting Marketing, Sales, Finance, Business Intelligence, Supply Chain, the role sets direction for category growth, customer strategy, revenue optimisation, and omnichannel activation. It influences major business and investment decisions, builds organisational capability and converts market and shopper insights into profitable growth, stronger customer partnerships and sustained competitive advantage.

Additional Information

WHAT YOU CAN EXPECT FROM BEIERSDORF CANADA

You will join an entrepreneurial, innovative, and fast paced culture where every employee's contributions make a big impact. Our teams act with Care, Simplicity, Courage, and Trust to continuously improve as leaders and deliver superior skin care products.

At Beiersdorf, we don't just accept difference - we celebrate it. We're committed to fostering an inclusive, equitable, and accessible workplace where every team member feels valued, respected, and supported, and has the opportunity to reach their full potential.