Shopper Marketing Lead

Job Description

This role will also be responsible for building and maintaining strong and influential relationships with customers, and representing their voice and the voice of the shopper internally to ensure future business strategies help support the strategic ambitions of the customer and execution plans to maximize conversion opportunities for Mars.

• Grounded in shopper and customer insight, develop and execute channel and customer activation initiatives that deliver the short‑ and long‑term brand portfolio aspirations, drive optimal physical availability, engage the shopper and drive conversion.
• Partner with Sales, Marketing and Customer Activation Lead to deliver an annual activation plan which is aligned to SCM choices, category growth drivers, customer needs and influences shoppers throughout the path to purchase. Effectively adapt and adjust activity plans to reflect the changing customer and internal environment.
• Ensure activity plans are aligned across Sales and CBU’s and brought into the S&OP+ process where appropriate, ensuring trade‑offs are made to meet wider business objectives.
• Engage Customers and Distributors through Joint Business Plans (yearly) and Quarterly Sales Deployments.
• Partner with the Perfect Store team to establish channel and customer specific KPI’s which deliver both short‑ and long‑term physical availability opportunities and ROI calculated and used to continuously improve future plans.
• Ensure in‑store POS and sales selling stories are tailored appropriately for assigned customer/channel and designed to maximize conversion and impact in the retailer/channel.
• Build strong and influential relationships with key customers to ensure delivery of shopper, channel and category centric solutions which support the strategic ambitions of the customer and Mars.
• Represent voice of your customer and shopper internally to ensure future business strategies help support the strategic ambitions of the customer and execution plans maximize conversion opportunities for Mars.
• Share periodic Customer Marketing reports to keep the key stakeholders updated on latest customer and shopper insights and trends.
• Co‑pilot with sales team to develop new businesses strategy that targets growth via new customers and touch‑point opportunities outside of traditional retail environment (for example E‑commerce, HORECA etc); identifying new consumption occasions that drive more interaction of our brands with consumers.
• Contribute to the Execution Recommendations (ER) for activities and work with Activity Management, Marketing, Sales, Finance and Demand planners to secure approval of plans. Responsible for input on pricing, lead volumes, CP and D&E budgets and customer support plans.
• Manage briefing and relationship with agencies to ensure flawless execution of programs:
  Execution toolkits wpły & activation specific designs, sampling, promoters, permits, trade marketing events.
• Lead major forums such as the Sales and Marketing meetings/ Growth feeder.
• Active contribution to the Demand Management Review, Forecast reviews (drivers accountability), and Sales meetings.
• Periodic review of YTD customer shape & develop mitigation plans if required (outlook, profitability, share).
• CP & D&E (if applicable) – In charge of the budgeting for the yearly plans & in control of spends/tracking, maximize spend and ROI accordingly to deliver the agreed plan.

This role will collaborate with and influence internal stakeholders and external customers to deliver effective customer activation plans which meet customer and shopper needs and bring our brands to life in‑store, drive optimal physical availability, engage the shopper and drive conversion.

This role will be fully responsible for utilizing shopper & retailer insights and leading the implementation, integration & planning to create disruptive customer activation plans which drive conversion.

This role requires strong influencing, analytical and leveraging insight to action capability.

• Experience in customer and/or marketing that includes selling, negotiating, and leveraging insights and proven ability…