Shopper Marketing Manager - Tesco & Sainsbury's

Business Division: Consumer Foods Division

Purpose of Job

• Turn more shoppers into buyers of our brands and products.
• Through an expert knowledge of our target shoppers, build retailer specific plans that deliver growth for our brands and products.
• Ensure effectiveness of all shopper marketing investment is maximised and measured against pre-determined objectives and KPIs.
• Work cross functionally to deliver account specific brand and own label strategies with a short, medium and long term vision.
• Implement added value NPD which meets consumer and shopper needs and drives category growth and delivers commercial targets.
• Become the shopper expert for your accounts, taking the position as the first point of contact for all shopper facing initiatives.
• Add value to the wider shopper team by taking roles and responsibilities in wider shopper projects and working hard to put the shopper at the heart of what we do

Nature & Scope of the Job

• This role is complex as it operates at the interface of several functions including sales, consumer marketing, category and finance.  As such it is pivotal in driving Dairy Crest and retailer category growth through insight based activations in the shopper environment.
• The role enjoys a diverse breadth of activity, working closely with customers and within DC as the shopper expert for your retailers.
• A key challenge is to develop close working relationships with the retailer buying, marketing and media teams.  These relationships should be leveraged to deliver shopper based initiatives that drive the growth of our brands and products whilst adding value to the category.
• Ensure listing of NPD to agreed levels of distribution.  Work in partnership with the relevant category manager to increase share of space for all DC key brands and products.
• The ability to deal with time pressure and several tasks at once and the ability to prioritise is critical. The individual must be able to react quickly as well as being proactive.
• External contact and management of projects with external design and research agencies as well as retailer personnel.
• Live the Dairy Crest shopper marketing vision, displaying behaviours and practices that gain recognition as the shopper experts and promote the importance of putting the shopper at the heart of our business.

Principal Accountabilities

• Be the shopper expert. Lead the understanding of shopper behaviour in your retailers by uncovering actionable insight and filling knowledge gaps.
• Prepare, present and implement insight based brand plans and strategies in line with DC requirements. Ensure these plans and strategies are understood and valued cross functionally within Dairy Crest and the retailer.
• Has full responsibility for the management of the shopper investment budget for specific accounts. Including effectiveness evaluation and measurement of return on investment.
• Project manages the development and implementation of all shopper based initiatives and activations.
• Delivery of budget via joint ownership of activity and promotional plans by channel.
• Be the brand partner for specific brands to drive communication internally and externally.

Knowledge & Experience Required

• A proven track record of success and working with major retailers
• The candidate will be educated to degree level (or equivalent) with previous experience in a Blue Chip FMCG environment in Customer Marketing/ Category/FMCG or equivalent.
• A sound understanding of merchandising and in store promotional practices of major retailers
• A passion for shopping and supermarkets
• A genuine inquisitive mind that is intrigued by the shopper psyche