Customer Marketing Executive - Off Trade

Overview

This is a pivotal role where you get to bridge the gap between our iconic brands and the retail shelf. You’ll have the unique opportunity to own the shopper journey for two of the UK's most well known retailers—Waitrose and Co-op—creating omnichannel experiences that turn shoppers into brand advocates.

As a Customer Marketing Executive
, you will join a high-energy, creative team dedicated to bringing the Brown-Forman portfolio to life. You will be the lead shopper marketing activation for Co-op and Waitrose, moving beyond traditional trade marketing to deliver truly integrated, through-the-line (TTL) campaigns.

This role is built on radical collaboration. You will work hand-in-hand with Sales, Brand, Agencies to ensure our brands are executed with consistency and creative flair. The collaboration will involve some aspects of creative development, in-store focused media planning, onsite activity planning and execution which aligns with a customer fascia/retailer approach.

The role requires the ability to efficiently manage and prioritise your workload within the assigned channel / group of customers.

• Strategic Activation:
  Lead the end-to-end shopper marketing agenda for Co-op and Waitrose, developing tailored activation calendars that align with both retailer strategies and our brand goals.
• Omnichannel Excellence:
  Collaborate with sales and brand teams to create seamless shopper journeys across physical stores, retailer websites, and app ecosystems.
• Commercial Impact:
  Support the delivery of financial targets and contribute to monthly business reviews, identifying risks and opportunities within your specific accounts.
• Cross-Functional Collaboration:
  
  Work closely with the Customer media teams on media planning and creative development to ensure brand consistency while meeting specific retailer fascia requirements.
• Insight-Led Planning:
  Utilize Brand, Shopper and Category insights to inform situation analyses, ensuring every activation is designed to unlock value growth and solve customer challenges.
• Performance Tracking:
  Own the pre- and post-evaluation of activations, measuring success against KPIs and ROI to drive continuous improvement and pioneer new ways of working.
• Relationship Management:
  Build strong, influential relationships with retail buyers and marketing contacts at Co-op and Waitrose to secure first-to-market opportunities.
• Fast-paced environment:
  Managing multiple projects and stakeholders, often to condensed timelines.
• Collaborate on developing scalable digital programs which are customer-driven, operationally easy and consumer facing.
• Input into the situation analysis of customer, business issues and opportunities across the portfolio to inform the customer and channel activation strategies, and plans to unlock value growth.
• Collaborate on pre- & post-evaluation of activations to ensure that they deliver against agreed KPIs, Critical Success Factors and ROI.
• Play an active part in developing deeper cross-functional customer relationships with Buying and Marketing teams to ensure that brand / shopper activations are meeting customer strategies and challenges.
• Actively and regularly visit the trade including different channel concepts, seminars and champion the accounts within your remit, opportunities, and generate bold ideas.

• Interest and engaged about learning and understanding the grocery retailer environment
• Effective time management, project management and organisational skills
• Demonstrable creative flair, with a passion for marketing and trailing new initiatives
• Excellent commercial acumen
• Ability to use information, data and insights to create new ideas and recommendation
• Excellent presentation and communication skills
• Self-starter, with proven ability to plan and prioritise
• Collaborative team player
• Strong presentation skills, with the ability to influence both internal stakeholders and external retail partners
• Effective communication skills, to share and collaborate with both internal and external stakeholders
• Attention to detail, spending every pound like your own and eye for creative details

• Good…