Shopper Marketing Manager

Better Placed; West Midlands; On-site; GBP 60,000 - 72,000; Full time

Job summary

Better Placed is seeking a commercially minded Shopper Marketing Manager to own shopper marketing across Retail and Convenience. This is the first completely shopper-focused hire, offering autonomy to shape the strategy, build capability and establish how shopper marketing works across the organisation.

You will collaborate with Sales, Brand and Commercial to turn shopper insight into activation that drives brand and customer growth, with the backing of a high-growth FMCG business.

Qualifications

• Strong shopper marketing experience within FMCG.
• Experience with Retail and/or Convenience customers.
• Deep understanding of shopper behavior and activation impact on purchase.
• Commercially minded with ability to link activity to business outcomes.
• Able to move between strategy and execution and manage multiple priorities.

Responsibilities

• Own shopper marketing strategy across Retail and Convenience.
• Develop shopper plans and activation that connect brand strategy with customer priorities.
• Collaborate with Sales, Brand and Commercial to deliver compelling shopper propositions.
• Own budgets and measure performance to drive growth.
• Build the function and establish how shopper marketing works across the organisation.
• Partner with external agencies to deliver activation and campaigns.
• Turn shopper and customer insight into activation that drives awareness, consideration and sales.

Skills

Shopper marketing

Retail activation

Commercial orientation

Cross-functional collaboration

Project management

Job description

Build the shopper function from the ground up in a high-growth FMCG business.

We’re looking for a commercially minded, energetic Shopper Marketing Manager to join our growing FMCG business and take ownership of shopper marketing across Retail and Convenience.

This is a genuinely exciting opportunity for someone who wants to build something, rather than inherit a well-established function. You’ll be the business’s first completely shopper-focused hire, giving you significant autonomy to shape the strategy, build the capability and establish how shopper marketing works across the organisation.

You’ll have exposure across our retail and convenience customer base, working closely with Sales, Brand and Commercial teams to turn shopper insight into activity that drives both brand and customer growth.

And importantly, you’ll have the backing of an established FMCG business experiencing double-digit growth, with the budgets, brands and customer relationships to make a real impact.

What this role is

• The first dedicated Shopper Marketing role in the business — a genuine opportunity to build the function
• Ownership of the shopper marketing strategy across Retail and Convenience
• Developing the shopper agenda and establishing best-in-class shopper marketing ways of working
• Building shopper plans that connect brand strategy, customer priorities and shopper behaviour
• Working across the full customer base, giving you great exposure to multiple retail and convenience accounts
• Partnering closely with Sales and Commercial teams to understand customer priorities and turn them into compelling shopper plans
• Translating shopper and customer insight into activation that drives awareness, consideration, conversion and ultimately sales
• Developing customer-specific shopper programmes, campaigns and activation plans
• Supporting the development of customer presentations, selling stories and commercial propositions
• Working closely with Brand Marketing to ensure shopper activity is connected to the broader brand strategy
• Owning shopper budgets and ensuring investment delivers against clear commercial objectives
• Measuring performance, learning from activity and continuously improving the approach
• Creating the foundations for the future shopper marketing function - you’ll have a real opportunity to shape what comes next

What experience we are looking for

• Strong Shopper Marketing, Trade Marketing or Customer Marketing experience within FMCG
• Experience working with Retail and/or Convenience customers
• A strong understanding of shoppers, customers and the role that activation plays in driving purchase
• Commercially minded, with an ability to connect shopper activity to tangible business outcomes
• Someone who can move comfortably between strategy and execution
• Confident working cross-functionally with Sales, Brand, Commercial and external agencies
• Strong project management skills and the ability to manage multiple priorities
• Comfortable working with ambiguity and building something where there isn't an established playbook
• Someone who is proactive, energetic and naturally takes ownership
• A builder mentality - you're excited by the opportunity to create a function, not just operate within one
• Ambitious and keen to make a visible impact in a fast-growing business