Customer Planning and Local Marketing Senior Manager

ASDA; Leeds; Hybrid; GBP 60,000 - 80,000; Full time

Job summary

A large retail company is seeking a Customer Planning and Local Marketing Senior Manager to lead marketing strategies based on customer insights. The successful candidate will drive customer engagement through coordinated planning and local marketing initiatives, ensuring alignment across cross-functional teams. This role offers competitive salary, an excellent benefits package, and opportunities for hybrid working.

Benefits

Discretionary company bonus

Company pension up to 1.5 times colleague contribution

Company Car allowance of £8000

15% colleague discount

Free access to wellbeing services

Excellent parental leave policies

Qualifications

• Significant experience in customer planning or commercial strategy in a retail environment.
• Strong understanding of retail operations and customer engagement.
• Excellent stakeholder and communication skills.

Responsibilities

• Lead customer planning and local marketing strategies.
• Manage the annual customer calendar of marketing activities.
• Support stores during refits and improve performance in priority areas.

Skills

Customer planning

Local marketing

Team leadership

Analytical skills

Stakeholder management

Job description

Customer Planning and Local Marketing Senior Manager

Asda House

Full time

Permanent

37.5 hours per week

Competitive Salary plus benefits

Market Research

Closing Date: 11 December 2025

The Customer Planning and Local Marketing Senior Manager leads the creation and improvement of customer plans that guide key events and campaigns, giving people reasons to shop at Asda while meeting business goals.

They make sure customer insights shape decisions across marketing, retail, online, and commercial teams so that all customer-facing activity matches business priorities, delivers a consistent brand experience, and boosts engagement and sales across food and non-food.

They also manage local marketing to support stores during refits and protect sales when new competitors open nearby.

Your Role

Customer Planning

• Lead customer planning by turning insights into clear marketing and commercial plans, ensuring Asda and George stay customer‑focused and consistent.
• Work with Category, Trade Planning, Marketing, and Operations to set priorities that drive sales, footfall, satisfaction, brand health, and market share.
• Manage the annual and quarterly customer calendar, aligning marketing, trading events, and local activity.
• Oversee weekly plan reviews, making sure changes are aligned with goals, prioritized, and communicated clearly.
• Ensure all stakeholders are kept informed about what’s happening and when.

Local Marketing

• Lead local marketing strategy to build relevance, engagement, and loyalty in regional markets.
• Protect store sales during refits and competitor openings, and improve performance in priority store groups.
• Work with Retail Operations to provide stores with toolkits, guidance, and support.
• Run governance forums to track activity and measure impact.
• Adapt national campaigns or create tailored local activity for specific markets and demographics.
• Assess effectiveness to focus investment on activities that deliver the strongest sales results.

About You

• Lead, inspire, and develop a team of customer planners to deliver best‑in‑class customer plans.
• Act as a key business partner to senior stakeholders across Marketing, Food and Non‑Food Commercial, Retail, GHS and Finance.
• Foster a culture of customer obsession, collaboration, and accountability.
• Significant experience in customer planning, local marketing, or commercial strategy within a large retail or FMCG environment.
• Strong understanding of retail operations and how marketing activity drives sales and customer engagement.
• Proven ability to turn customer insight into actionable commercial plans.
• Experience leading cross‑functional planning processes.
• Excellent stakeholder and communication skills. Excellent influencer.
• Strong analytical and problem‑solving ability; comfortable with data‑led decision‑making.
• Team leadership experience within a fast‑paced, matrix organization.
• Exceptional organizational skills and proven ability to lead and implement effective governance processes across cross‑functional teams.

Everything you’ll love

Over and above hybrid working, Asda offers an excellent benefits package, including:

• Discretionary company bonus
• Company pension up to 1.5 times colleagues’ contribution (max 15%)
• Company Car allowance of £8000
• 15% colleague discount in store and online
• Free access to wellbeing services such as Stream, 24/7 virtual GP, counselling, health and dental cash plans and a 24/7 employee assistance helpline, alongside discounts across a range of services and activities, from airport parking, enhanced to theme parks and cinemas.
• Asda Allies Inclusion Networks – helping colleagues to make sure everybody is included and that our differences are recognised and celebrated.
• Excellent parental leave policies, including maternity & adoption leave, paternity leave, shared parental leave, neonatal care leave, and support for those doing fertility treatments.

We want all colleagues to be able to bring their best and true selves to work, every day. Simply put, we want our colleagues to be proud of Asda and proud of themselves.