Shopper Marketing Lead

General Mills - Europe/Australasia; Uxbridge; Hybrid; GBP 55,000 - 75,000; Full time

Job summary

Join a leading global food company as a Shopper Marketing Lead in Uxbridge, where you'll drive impactful shopper marketing strategies that enhance brand visibility and execution at leading grocery retailers. Leverage your expertise in consumer goods to foster collaboration across departments, manage budgets, and influence marketing effectiveness.

Benefits

Hybrid Work Policy

Wellbeing programs and Employee Assistance

Health & Dental Insurances

Enhanced pension contributions

2 extra days for volunteering

Qualifications

• 4+ years in CPG with a strong foundation in shopper marketing.
• Fluent in CPG data and confident using insights for strategic plans.
• People management experience is a plus.

Responsibilities

• Lead omnichannel shopper marketing plans and annual trade PR plan.
• Work with Brand Development Teams for trade tools and assets.
• Manage annual trade media budget and measurement of initiatives.

Skills

Shopper Marketing

Data Analysis

Communication

Cross-Functional Collaboration

Education

Experience in CPG Industry (4+ years)

Job description

Great things are happening in the Europe and Australia (EUAU) region. Each day, our 2,500 plus colleagues bring their passion to our offices, manufacturing sites, R&D center, and commercial/distributor markets across Europe, Australia, and New Zealand. We are energized by over 150 years of bringing people together with the food they love. With beloved brands Old El Paso, Häagen-Dazs, Nature Valley, Betty Crocker, Fibre One, Latina Fresh and more, we are on a mission to become the undisputed growth leader in food for EUAU. In a world that’s ever-changing, we look to stay ahead and seek people who share our love of food and are hungry to shape the future.

As Shopper Marketing Lead, you’ll be at the forefront of shaping our newly established Trade Media function—bridging the gap between brand strategy and in-store execution. You’ll define how our brands come to life for shoppers across the UK’s leading Grocery and Non-Grocery retailers, ensuring a seamless and compelling presence at the point of sale.

In this highly collaborative role, you’ll partner closely with Sales and Marketing to transform category visions into actionable, insight-led plans that drive visibility, conversion, and real business growth. If you're excited by the opportunity to build, influence, and make a tangible impact in a fast-paced environment, this is your moment

What your role is:

• Shopper Marketing Planning & Execution: Lead the development and execution of omnichannel shopper marketing plans for all brands, leveraging deep shopper and category data alongside wider brand strategy and goals. Develop and execute the annual trade PR plan.
• Trade Communications & Asset Development: Work with central Brand Development Teams and key agency partners to deliver compelling trade toolkits and assets.
• Product Launch Support: Support core and innovation product launches in line with brand strategy. Enable best-in-class tradeshow execution for non-grocery partners.
• Performance Management & Measurement: Accountable for annual trade media budget planning and monthly delivery. Understand past performance and leverage shopper and category data to improve future strategies. Measure and report on the success of initiatives post-activation.
• Cross-Functional Collaboration: Align annual shopper briefs with Brand Leads. Influence across the organisation to achieve brand objectives, with a strong focus on central Marketing, Sales, and Category relationships.
• Leadership & Team Management: Lead a team of two direct reports. Demonstrate thought leadership to drive business forward. Lead connection with buyers on shopper activation plans.

What you will bring to the team:

You’ll bring 4+ years of experience in the CPG industry, with a strong foundation in shopper marketing. You're fluent in CPG data and systems, and confident using insights to shape compelling, strategic plans. Bonus points if you’ve worked with econometric modelling.

You’re a strong communicator with the ability to collaborate cross-functionally and clearly articulate results from past initiatives.

Above all, you’re passionate about shopper marketing, eager to lead, grow, and make an impact. If you also bring people management experience and a natural ability to build strong relationships, you’ll thrive here.

What you get from us:

Work with Heart- offers us flexibility thatalsorequires partnership to ensure we regularly come together in person for those moments that help drive our business forward.Our hybrid work policy means an average of 2 days per week in the office with the opportunity to finish at 15:00 on Fridays.

Wellbeing- We want our people to feel well and thrive, for this we offer free Headspace account for you and up to 5 friends or family members, ongoing activities, Employee Assistance Program and more.

Bonus-Our people are at the heart of what makes General Mills great, sowhen goals are reached, you'll be rewarded through our bonus scheme.

Health & Dental Insurances– All colleagues get the opportunity to join our insurances from day one.

Family & Carers Leave- Every family is unique. Our approach allows every familyto have the opportunity to spend quality time-off to support them from the point of birth or adoption to care,with enhanced covers.

Enjoy other perks like enhanced pension contributions, subsidised canteen, access to both peer-to-peer recognition and discount platforms, 2 extra days for volunteering work, and more...

Great Place To Work

As Shopper Marketing Lead, you’ll be at the forefront of shaping our newly established Trade Media function—bridging the gap between brand strategy and in-store execution. You’ll define how our brands come to life for shoppers across the UK’s leading Grocery and Non-Grocery retailers, ensuring a seamless and compelling presence at the point of sale.

In this highly collaborative role, you’ll partner closely with Sales and Marketing to transform category visions into actionable, insight-led plans that drive visibility, conversion, and real business growth. If you're excited by the opportunity to build, influence, and make a tangible impact in a fast-paced environment, this is your moment

What your role is:

• Shopper Marketing Planning & Execution: Lead the development and execution of omnichannel shopper marketing plans for all brands, leveraging deep shopper and category data alongside wider brand strategy and goals. Develop and execute the annual trade PR plan.
• Trade Communications & Asset Development: Work with central Brand Development Teams and key agency partners to deliver compelling trade toolkits and assets.
• Product Launch Support: Support core and innovation product launches in line with brand strategy. Enable best-in-class tradeshow execution for non-grocery partners.
• Performance Management & Measurement: Accountable for annual trade media budget planning and monthly delivery. Understand past performance and leverage shopper and category data to improve future strategies. Measure and report on the success of initiatives post-activation.
• Cross-Functional Collaboration: Align annual shopper briefs with Brand Leads. Influence across the organisation to achieve brand objectives, with a strong focus on central Marketing, Sales, and Category relationships.
• Leadership & Team Management: Lead a team of two direct reports. Demonstrate thought leadership to drive business forward. Lead connection with buyers on shopper activation plans.

What you will bring to the team:

You’ll bring 4+ years of experience in the CPG industry, with a strong foundation in shopper marketing. You're fluent in CPG data and systems, and confident using insights to shape compelling, strategic plans. Bonus points if you’ve worked with econometric modelling.

You’re a strong communicator with the ability to collaborate cross-functionally and clearly articulate results from past initiatives.

Above all, you’re passionate about shopper marketing, eager to lead, grow, and make an impact. If you also bring people management experience and a natural ability to build strong relationships, you’ll thrive here.

What you get from us:

Work with Heart- offers us flexibility thatalsorequires partnership to ensure we regularly come together in person for those moments that help drive our business forward.Our hybrid work policy means an average of 2 days per week in the office with the opportunity to finish at 15:00 on Fridays.

Wellbeing- We want our people to feel well and thrive, for this we offer free Headspace account for you and up to 5 friends or family members, ongoing activities, Employee Assistance Program and more.

Bonus-Our people are at the heart of what makes General Mills great, sowhen goals are reached, you'll be rewarded through our bonus scheme.

Health & Dental Insurances– All colleagues get the opportunity to join our insurances from day one.

Family & Carers Leave- Every family is unique. Our approach allows every familyto have the opportunity to spend quality time-off to support them from the point of birth or adoption to care,with enhanced covers.

Enjoy other perks like enhanced pension contributions, subsidised canteen, access to both peer-to-peer recognition and discount platforms, 2 extra days for volunteering work, and more...

Great Place To Work