Omnichannel Marketing Manager - Traditional Trade & Discounters (short-term FTC)

PepsiCo; Reading; On-site; GBP 50,000 - 70,000; Full time

Job summary

A leading global food and beverage company in Reading is seeking an Impulse & Discounters Marketing Manager. The successful candidate will lead the marketing strategy for the impulse channel, focusing on collaboration and digital-first campaigns, while managing budgets and post-campaign evaluations. Strong leadership and organizational skills are essential. Experience in the FMCG sector preferred.

Qualifications

• This role is customer facing and will require knowledge of the retailer environment plus connecting into marketing and trading teams.
• Team leadership; motivating a team to deliver, coaching & mentoring individuals to fulfill potential.
• Organizational skills / project management.
• Excellent written and verbal communication skills.
• Results orientation and ability to extract key actionable insights from data.

Responsibilities

• Strategize and deliver marketing strategy for impulse channel.
• Create bespoke campaigns for strategic customers.
• Lead development of Trade Press Strategy.
• Manage budget for total Impulse & discounters.
• Drive post-campaign evaluations process.

Skills

Knowledge of retailer environment

Team leadership

Organizational skills

Excellent communication skills

Results orientation

Job description

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Overview

As Impulse & Discounters Marketing Manager, you will lead omnichannel marketing strategy & activation for the traditional trade impulse channel, including wholesale, convenience, forecourts, as well as the discounters channel. The critical success factor for this role is the ability to understand the Impulse channel and the nuances within the sub channels of wholesale and convenience, in order to build strategic, next-gen marketing strategies across for B2B & B2C, leveraging new and existing marketing platforms, tools & data to consistently optimize marketing mix for best potential business impact. You will work collaboratively with the commercial leads to strengthen end-to-end capabilities and set future channel direction with a focus on digital-first, data-driven campaigns.

Responsibilities

• Strategize, plan and deliver Impulse marketing strategy and activation plans across wholesale, convenience, forecourts & discounters. This requires close connectivity with brand & commercial partners.
• Create bespoke campaigns for strategic customers where relevant.
• Lead development of Trade Press Strategy and own relationship with Cirkle.
• Own and manage budget for total Impulse & discounters - tracking monthly and flagging risk.
• Drive post-campaign evaluations process to decipher learnings and build future success. Establish "performance mindset" leveraging data to optimize campaigns for strong ROI.
• Build capability and drive thought leadership within the omnichannel marketing team and across broader impulse commercial team, enabling continuous progress and upskilling on omnichannel media activation best practices.
• Cross-functional partnership & relationship management across internal teams (Sales, Marketing, Corporate & other media functions) as well as external (agencies, supplier partners, customers).
• Ownership over: Depo execution, retail execution (POS, KPM engagement, sampling etc.), consumer activations in retail, managing trade days with wholesalers, Cirkle trade press, brand sells

Qualifications

• This role is customer facing and will require knowledge of the retailer environment plus connecting into marketing and trading teams.
• Team leadership; motivating a team to deliver, coaching & mentoring individuals to fulfill potential.
• Organisational skills / project management.
• Excellent written and verbal communication skills.
• Results orientation and ability to extract key actionable insights from data.

Desirable knowledge / experience:

• Experience working within FMCG (Sales / Marketing / Omnichannel Marketing roles).
• Good understanding of key marketing mix levers and interpretation of brand plans; connecting brand & commercial priorities