Lead Manager - Customer Planning and Local Marketing

Asda Stores Ltd; Leeds; On-site; GBP 70,000 - 90,000; Full time

Benefits offered by this job

Discretionary bonus

Pension plan

Company car allowance

Staff discount

Wellbeing services

Inclusion networks

Generous parental leave

Hybrid working

Job summary

Asda Stores Ltd is seeking a Lead Manager for Customer Planning and Local Marketing to drive customer-centric planning and locally targeted marketing initiatives. You will collaborate across Commercial, Marketing, Retail Ops and Online teams to align priorities and deliver measurable growth, while leading governance forums and a high-performing team.

The role emphasizes translating insights into actionable plans, managing annual/quarterly/weekly cycles, and delivering targeted local activity to

Qualifications

• Significant experience in customer planning, local marketing, commercial planning or strategy within a large retail or FMCG environment.
• Strong understanding of how marketing, trading and retail operations work together to drive sales and customer engagement.
• Proven ability to translate customer insight into actionable commercial plans.
• Experience leading cross-functional planning processes and governance forums.
• Excellent stakeholder management and influencing skills, including engagement with senior leaders.
• Strong analytical and problem-solving capabilities with a data-led approach to decision-making.
• Excellent communication and presentation skills.
• Demonstrated experience leading and developing teams within a fast-paced, matrix organisation.
• Highly organised, with the ability to manage multiple priorities and drive delivery through others.

Responsibilities

• Customer Planning: Lead the development and optimisation of Asda's customer plans, ensuring they support key retail events, campaigns and business priorities.
• Translate customer insights, market trends and performance data into clear commercial and marketing actions.
• Work closely with Commercial, Trade Planning, Marketing, Retail Operations and Online teams to align priorities and deliver customer-focused growth.
• Own and manage the annual, quarterly and weekly customer planning process.
• Ensure all customer-facing activity is aligned, prioritised and communicated effectively across the business.
• Lead governance forums and planning reviews to track progress, resolve issues and ensure delivery against objectives.
• Local Marketing: Lead the development and execution of local marketing strategies that build relevance, engagement and loyalty in local communities.
• Support stores through refits, major changes and competitor openings by delivering targeted local marketing activity.
• Partner with Retail Operations to provide stores with appropriate tools, guidance and support.
• Adapt national campaigns or develop targeted local activity to meet specific customer and market needs.
• Measure effectiveness and optimise investment to maximise sales and customer impact.
• Lead governance and performance reviews to ensure local marketing activity delivers measurable outcomes.
• Stakeholder Management: Build strong partnerships across Marketing, Food and Non-Food Commercial, Retail Operations, Online, Finance and Customer teams.
• Act as a trusted adviser on customer planning priorities and opportunities.
• Influence senior stakeholders and secure alignment across a complex, matrix organisation.
• Ensure customer insight is reflected consistently in business planning and decision‑making.
• Leadership: Lead, coach and develop a high‑performing team of customer planning professionals.
• Foster a culture of collaboration, accountability and customer focus.
• Build capability across the team and create an environment of continuous improvement.

Skills

Customer planning

Local marketing

Commercial planning

Strategy

Cross-functional leadership

Stakeholder management

Analytical thinking

Communication

Presentation skills

Team development

Organisation

Job description

Job Title

Lead Manager - Customer Planning and Local Marketing

Location

Asda House

Employment Type

Full time

Contract Type

Permanent

Hours per Week

37.5

Salary

Competitive Salary plus benefits

Closing Date

28 October 2026

Key Responsibilities

• Customer Planning: Lead the development and optimisation of Asda's customer plans, ensuring they support key retail events, campaigns and business priorities.


• Translate customer insights, market trends and performance data into clear commercial and marketing actions.


• Work closely with Commercial, Trade Planning, Marketing, Retail Operations and Online teams to align priorities and deliver customer-focused growth.


• Own and manage the annual, quarterly and weekly customer planning process.


• Ensure all customer-facing activity is aligned, prioritised and communicated effectively across the business.


• Lead governance forums and planning reviews to track progress, resolve issues and ensure delivery against objectives.


• Local Marketing: Lead the development and execution of local marketing strategies that build relevance, engagement and loyalty in local communities.


• Support stores through refits, major changes and competitor openings by delivering targeted local marketing activity.


• Partner with Retail Operations to provide stores with appropriate tools, guidance and support.


• Adapt national campaigns or develop targeted local activity to meet specific customer and market needs.


• Measure effectiveness and optimise investment to maximise sales and customer impact.


• Lead governance and performance reviews to ensure local marketing activity delivers measurable outcomes.


• Stakeholder Management: Build strong partnerships across Marketing, Food and Non-Food Commercial, Retail Operations, Online, Finance and Customer teams.


• Act as a trusted adviser on customer planning priorities and opportunities.


• Influence senior stakeholders and secure alignment across a complex, matrix organisation.


• Ensure customer insight is reflected consistently in business planning and decision‑making.


• Leadership: Lead, coach and develop a high‑performing team of customer planning professionals.


• Foster a culture of collaboration, accountability and customer focus.


• Build capability across the team and create an environment of continuous improvement.

About You

• Significant experience in customer planning, local marketing, commercial planning or strategy within a large retail or FMCG environment.


• Strong understanding of how marketing, trading and retail operations work together to drive sales and customer engagement.


• Proven ability to translate customer insight into actionable commercial plans.


• Experience leading cross‑functional planning processes and governance forums.


• Excellent stakeholder management and influencing skills, including engagement with senior leaders.


• Strong analytical and problem‑solving capabilities with a data‑led approach to decision‑making.


• Excellent communication and presentation skills.


• Demonstrated experience leading and developing teams within a fast‑paced, matrix organisation.


• Highly organised, with the ability to manage multiple priorities and drive delivery through others.

What You'll Be Accountable For Delivering

• Delivering a clear and aligned customer plan across the business.


• Ensuring customer insight informs key business decisions and priorities.


• Driving effective collaboration across Marketing, Commercial, Retail and Online teams.


• Maximising the effectiveness of local marketing investment.


• Improving customer engagement, satisfaction, sales performance and market share through customer‑led planning.

Everything you'll love

To ensure we balance moments where we know we need to collaborate together and the need for flexibility, Asda has a hybrid way of working with a minimum 3 days a week in one of our Home Offices. Over and above this, each area of Asda may have additional requirements which may require spending more days in the office, visiting suppliers, stores or depots.

Benefits

• Discretionary company bonus


• Company pension up 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 to be Asda and proud to be themselves

Our Vision

Asda is Reimagining Retail. It’s hard for anyone to imagine how many different career possibilities there are at Asda. Ours is a big business, and beyond the roles you might be familiar with there are hundreds more you don’t often get to see. In fact, because our business is changing we’re creating new roles all the time! So take the time to look around.