Job Description

Job Title: Shopper Marketing Manager
Function: Sales
Location: (Hybrid)
Reports to: Shopper Marketing Controller
Direct Reports: None

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Overview

We are seeking a commercially driven and insight-led Shopper Marketing Manager to develop and deliver a best-in-class shopper strategy aligned to brand and commercial objectives.

This role is pivotal in driving brand performance at the point of purchase. You will be responsible for creating innovative, insight-based activation plans that deliver measurable impact across key retail customers. The expectation is to develop market-leading shopper marketing solutions, exploring progressive activation methods that place our brands front of mind with shoppers.

You will work cross-functionally with Brand and Sales teams and manage day-to-day relationships with key retail partners to ensure flawless execution of the commercial calendar. Evaluation and continuous optimisation of activity performance will be central to success in this role.

This opportunity sits within a leading UK FMCG business operating in the soft drinks category, managing a portfolio of well-established and high-growth brands across sports, energy, juice drinks and squash.

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Key Responsibilities

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  Develop and own an insight-based Shopper Marketing Strategy aligned to commercial objectives

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  Translate brand strategy into compelling customer-facing shopper activation plans

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  Partner with key retail customers to identify opportunities and deliver value-driving activation

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  Secure agreement to shopper plans across core customers in line with the Commercial Calendar

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  Lead both brand-led and retailer-led activation planning and execution

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  Manage and deploy a significant shopper marketing budget, tracking spend and ROI against plan

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  Own shopper marketing processes to ensure efficient resource and budget deployment

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  Oversee promotional materials and POS management, including warehousing coordination

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  Evaluate campaign effectiveness against brand and commercial KPIs and share insights to drive continuous improvement

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Key Stakeholders

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  Shopper Marketing and Category teams

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  Retail buyers and marketing contacts

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  Brand Marketing teams

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  Internal Sales teams

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  External agencies (shopper activation, print, POS, warehousing)

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Experience & Qualifications

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  Degree educated or equivalent experience

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  Strong understanding of the UK FMCG landscape across multiple channels

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  Customer-facing experience within marketing or sales, ideally in grocery

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  Strong commercial acumen with understanding of key financial levers and P&L impact

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  Ability to influence and align stakeholders to deliver exceptional, commercially effective plans

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  Excellent presentation, communication and stakeholder engagement skills

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  Strong analytical capability with experience using multiple data sources to generate actionable insight

Advantageous

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  Experience within the soft drinks category

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  Brand marketing and/or direct sales/channel management experience within FMCG

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  Experience supporting high-growth or scaling brands

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  Previous experience in shopper or brand marketing

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  Agency management experience across creative and campaign development

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