Shopper Marketing Manager

JACOBS DOUWE EGBERTS; Maidenhead; Hybrid; GBP 50,000 - 70,000; Full time

Job summary

The Shopper Marketing Manager at a leading coffee company will play a crucial role in developing strategic marketing plans to enhance shopper behavior across various platforms. This position involves managing major grocery customers, overseeing campaigns, and utilizing data insights to drive successful activations, requiring a blend of creativity and extensive FMCG experience.

Qualifications

• At least 7 years of experience in FMCG marketing, shopper marketing, or customer activation roles.
• Strong influencing skills and internal/external networking abilities.
• Ability to analyze multiple data sources and translate insights into actions.

Responsibilities

• Develop and assess strategic shopper marketing plans for assigned retail clients.
• Lead end-to-end activation campaigns and manage budgets for advertising.
• Collaborate with internal teams to implement initiatives across various channels.

Skills

FMCG Marketing

Project Management

Creativity

Commercial Insight

Problem-Solving

Stakeholder Engagement

Data Analysis

Cross-Functional Collaboration

Education

Degree or equivalent qualification

Tools

Excel

PowerPoint

Job description

Job Description

As the Shopper Marketing Manager, you will be a key member of the Category Development and Shopper Marketing team within the broader Sales function, reporting directly to the Shopper Marketing Lead. You will collaborate across departments to deliver top-tier Shopper Marketing execution. Your core responsibilities will include driving strategic initiatives and aligning shopper activities with customer strategies, balancing immediate needs with long-term brand and commercial goals.

You will develop, execute, and evaluate comprehensive strategic shopper marketing plans that influence shopper behavior across omnichannel touchpoints. Your role bridges brand objectives and retail execution through insight-led campaigns that drive KPIs across in-store, digital, and out-of-home (OOH) channels, all centered around a category-first narrative.

Success in this role requires creativity, commercial insight, problem-solving ability, and project management skills, along with a strong understanding of FMCG dynamics and retail landscapes. The ability to translate insights into actionable strategies, manage multiple projects, foster partnerships, and coordinate with stakeholders is essential.

Your primary focus will be managing our major retail customers within the Grocery channel across all platforms.

1. Develop, execute, and assess strategic shopper marketing plans for assigned retail clients.
2. Lead end-to-end activation campaigns, customizing approaches as needed to meet client needs.
3. Represent customer interests internally, translating their needs into commercial opportunities such as AOP, business reviews, and value creation plans.
4. Oversee activation laydowns and shopper go-to-market (GTM) strategies.
5. Manage and monitor budgets for advertising and trade spend, ensuring alignment with annual operating plans (AOP).
6. Lead internal meetings and create external toolkits and sales materials with the Shopper Marketing team.
7. Collaborate with agencies to develop tailored solutions aligned with retailer strategies.
8. Work cross-functionally with Sales, Marketing, Finance, and other departments to implement initiatives.
9. Manage multiple projects simultaneously with effective prioritization.
10. Implement activity plans focusing on key shopper journey points, both in-store and online.
11. Evaluate campaign effectiveness and provide insights for future improvements.
12. Support the Shopper Marketing team in managing third-party delivery logistics for timely deployment.
13. Coordinate with E-commerce and ATL media teams for seamless omnichannel execution.
14. Measure activation spend ROI and sales uplift to inform future plans.
15. Assist procurement with timely purchase orders and compliance with KPIs.
16. Help develop tailored marketing toolkits and activation ideas for key customers.
17. Partner with shopper and customer agencies to deliver best-in-class activations, maintaining a shopper-first approach.
18. Communicate activation plans and outcomes internally, ensuring alignment with Go-to-Market and S&OP processes.
19. Promote a shopper-centric mindset organization-wide.
20. Utilize shopper research and data to identify key purchase drivers and inform strategies.
21. Interpret shopper panel data to generate actionable insights for marketing and customer plans.
22. Lead annual Customer Brand Planning days in collaboration with Sales and Marketing teams.

Qualifications

• Degree or equivalent qualification.
• At least 7 years of experience in FMCG marketing, shopper marketing, or customer activation roles.
• Knowledge of FMCG, UK markets, and omnichannel retail environments.
• Experience working with top UK grocery retailers.
• Ability to analyze multiple data sources and translate insights into actions.
• Financial skills including P&L management and budget tracking.
• Strong influencing skills and internal/external networking abilities, with experience engaging senior stakeholders.
• Proven cross-functional collaboration skills.
• Proficiency in Excel and PowerPoint.
• Willingness and ability to travel for customer meetings across the UK.
• Experience managing projects across retail, out-of-home, and e-commerce channels is preferred.
• Self-motivated with the ability to work independently.
• Legal right to work in the UK.

Additional Information

#li-hybrid

Company Description

JACOBS DOUWE EGBERTS (JDE) is passionate about delivering great coffee quality. Born from the 2015 merger of D.E Master Blenders and Mondelēz International coffee businesses, JDE is the world's leading pure-play coffee company, with brands like Tassimo, Kenco, L’Or, and Douwe Egberts.

With over 15,000 employees worldwide, our brands are enjoyed in over 120 countries. In the UK, JDE is the second-largest branded coffee supplier, holding approximately 30% of the market share in a growing £1bn+ category, driving growth through premium brands like Tassimo, L’OR, and Kenco.