Shopper Marketing Manager

Vertical Advantage; Greater London; Hybrid; GBP 65,000 - 90,000; Full time

Job summary

Vertical Advantage Ltd. partners with a leading international FMCG business to recruit a commercially minded Shopper Marketing Manager for the UK market.

Based in central London with a two-day-in-office pattern, you will own the UK shopper marketing strategy and activation plan, turning brand plans into in-store and online activity that drives growth. You’ll manage multi-million-pound budgets, collaborate with Sales, Category and E-commerce, and leverage retailer data to deliver ROI-driven

Qualifications

• Proven FMCG experience in shopper, customer or trade marketing or related commercial role.
• Track record of managing significant budgets and demonstrating returns.
• Strong commercial acumen including NSV, margin, ROI and promotional effectiveness.
• Strong numeracy with experience using Excel, Nielsen and Kantar data.
• Solid understanding of UK retail and shopper behavior.
• Experience leading agencies and suppliers.
• Strong stakeholder management and PowerPoint storytelling.
• Organised, accountable and practical with a passion for brands and retail.

Responsibilities

• Own the annual UK shopper marketing strategy, activation plan and customer calendar.
• Manage shopper, trade audit and trade allowance budgets; track spend and optimise value.
• Build and run a ROI framework; analyse results to shape future investments.
• Lead shopper marketing for key strategic retailers with Sales and Category Management.
• Direct in-store execution across the UK and manage a merchandising partner.
• Use retailer data to understand shopper behavior and translate into commercial insights.
• Collaborate with Brand, Category, Customer, eCommerce and Finance teams and manage external agencies.

Skills

Commercial acumen

Budget management

Stakeholder management

Data analysis

Retail knowledge

Agency management

Presentation skills

Strategic thinking

Tools

Excel

Nielsen data

Kantar data

Job description

Leading International FMCG Business | Central London (2 days a week in office)

The opportunity

Our client is a well-known international FMCG company with a portfolio of much-loved consumer brands sold across grocery, convenience, health & beauty, specialist and online retail. They are looking for a commercially minded Shopper Marketing Manager to set and deliver their UK shopper marketing strategy.

You’ll own a multi-million-pound shopper budget behind a UK business worth roughly £100m. You’ll turn brand and commercial plans into insight-led shopper activity that wins in store and online. This is a high-profile role with real influence over where and how the business invests. It suits someone who can move easily between strategy and hands-on delivery.

What you’ll be doing

• Strategy and planning: Own the annual UK shopper marketing strategy, the activation plan and the customer marketing calendar. Build shopper thinking into business planning from the start.
• Budget ownership: Manage the shopper, trade audit and trade allowance budgets. Set investment principles, track spend and move money from low-value activity to higher-return opportunities.
• Measuring ROI: Build and run a shopper marketing ROI framework. Review what worked, where and why, and use that to shape future investment.
• Account activation: Be the shopper marketing lead for key strategic retailers. Build account-specific plans with Sales and Category Management covering promotions, launches, seasonal events, POS, sampling and eCommerce.
• In-store execution: Lead in-store activity across the UK and manage a third-party merchandising partner, including execution standards and KPIs.
• Insight: Use Nielsen, Kantar and retailer data to understand shopper missions and behaviour, and turn that into clear commercial recommendations.
• Working across teams: Link brand, category and customer strategy. Influence Sales, Marketing, Category, eCommerce and Finance colleagues, and lead external agencies.

What you’ll bring

• Proven FMCG experience in shopper, customer or trade marketing, or a closely related commercial role
• A track record of managing significant budgets and showing what they return
• Strong commercial acumen, including NSV, margin, ROI and promotional effectiveness
• Strong numeracy and analysis skills, with confident use of Excel, Nielsen and Kantar data
• A solid understanding of UK retail and shopper behaviour
• Experience leading agencies and suppliers
• Strong stakeholder management and PowerPoint storytelling skills
• An organised, accountable and practical approach, with a real passion for brands and retail