Manager - Shopper Marketing - FMCG

Job Purpose:

The Shopper Marketing Manager owns the development, implementation and optimization of in-store retail marketing strategies, tactics, and programs. This role is responsible for bringing brand strategy/tasks to life in store & drive conversions/purchase through effective shopper messaging, promotional grids, innovative instore elements & optimized investment strategy. Shopper Marketing manager needs to have a dual expertise - Consumer expertise on brand tasks & Shopper expertise on Retail environment nuances. This role will work very close with Retail Environment Managers within Retail Marketing, Customer Development teams (Indirect and Direct Trade), Consumer Marketing, among others.

Key Accountabilities :

- Develop shopper strategy and communication plans and execute national/ regional in-store retail programs, based on business goals, priorities and opportunities

- Develop a deep data-backed understanding of shopper journey, trends and behaviors to drive useful insights on the right shopper levers to deploy, in the right channels, at the right times

- Own brand tasks/stats in store to drive conversions & hence, revenue

- Improve new consumer acquisition and repeat purchases through point of sale marketing and messaging strategies - including but not limited to POS, planograms, promotion strategy

- Partner with Consumer Marketing team to plan activities and events grounded in deep understanding of the shopper

- Partner with indirect and direct Customer Development teams to build sales-driving programs based on needs, as well as optimizing asset quantities based on budget

- Ongoing evaluation of program efficacy and provide recommendation for optimization

- Complete strategic and detailed analysis on the marketplace and driven programs, in-market trends across the category with goal of seeing opportunities within in-store environment