Shopper Marketing Manager
Peterborough
Permanent
Marketing & Communications
FMCG
£35,000.00 - £45,000.00Year
Shopper Marketing Manager - Well-Known FMCG Business
Overview
Working with a well-known FMCG business, the Shopper Marketing Manager is responsible for developing and executing tailored activation plans across the full shopper journey - at home, online, and in-store. This role plays a critical part in delivering brand, category, and customer priorities by partnering closely with Sales, Marketing, Category, and Retailer teams. A strong commercial mindset and the ability to drive ROI through shopper activity are essential.
Key Responsibilities
1. Strategic Shopper Marketing
Develop and implement holistic shopper marketing plans tailored to key retailers.
Deliver full through-the-line shopper solutions across in-store, online, and at-home touchpoints.
Maintain strong agency relationships to stay up to date on new merchandising and activation opportunities.
Build deep understanding of shopper behavior, retailer dynamics, and category trends.
Ensure alignment with retailer corporate and category strategies.
2. Customer & Commercial Collaboration
Partner with Sales to build and activate retailer-specific shopper strategies and activation plans.
Support the management and execution of joint customer marketing plans to strengthen retailer engagement.
Work with Finance and Marketing to develop and apply ROI frameworks that guide smart investment decisions.
Influence commercial teams with insight-led recommendations, helping to secure budgets and deliver impactful activation.
Create fact-based, compelling selling stories to support customer sell-in.
3. Category & Revenue Growth
Champion seasonal events and category-led activation in stores and online.
Represent the shopper perspective internally to ensure activity aligns with shopper needs and business objectives.
Use data sources (e.g., retail EPOS, market data) to assess activation performance and ROI.
Support continuous improvement of promotional and shopper activation evaluation processes.
4. Marketing & Digital Integration
Work closely with Brand and Marketing teams to ensure shopper activity aligns with brand strategy and objectives.
Develop expertise in shopper marketing tools and techniques to create tailored brand campaigns.
Participate in planning, development, execution, and evaluation of shopper-led activation initiatives.
Partner with Digital teams to ensure seamless online activation alongside in-store activity.
5. Financial Management
Manage shopper marketing budgets, including purchase orders, budget tracking, and financial governance.
Ensure all investments are commercially sound, insight-driven, and aligned with strategic priorities.
Skills & Experience
Qualifications
Degree-level education or equivalent experience preferred.
Knowledge
Strong understanding of the marketing mix.
Familiarity with grocery retail environments and retailer operations.
Skills
Excellent communication and relationship-building skills.
Ability to influence internally and externally.
Strong commercial awareness and confidence working with retailers and Sales/Commercial teams.
Analytical mindset with ability to assess ROI and activation performance.
Self-starter with strong initiative and a desire to learn and grow.
Collaborative team player with flexibility and adaptability.
Shopper Marketing Manager
LHH
11 days ago
£35,000.00 - £45,000.00Year
Permanent
Marketing & Communications
FMCG
Peterborough
Shopper Marketing Manager - Well-Known FMCG Business
Overview
Working with a well-known FMCG business, the Shopper Marketing Manager is responsible for developing and executing tailored activation plans across the full shopper journey - at home, online, and in-store. This role plays a critical part in delivering brand, category, and customer priorities by partnering closely with Sales, Marketing, Category, and Retailer teams. A strong commercial mindset and the ability to drive ROI through shopper activity are essential.
Key Responsibilities
1. Strategic Shopper Marketing
Develop and implement holistic shopper marketing plans tailored to key retailers.
Deliver full through-the-line shopper solutions across in-store, online, and at-home touchpoints.
Maintain strong agency relationships to stay up to date on new merchandising and activation opportunities.
Build deep understanding of shopper behavior, retailer dynamics, and category trends.
Ensure alignment with retailer corporate and category strategies.
2. Customer & Commercial Collaboration
Partner with Sales to build and activate retailer-specific shopper strategies and activation plans.
Support the management and execution of joint customer marketing plans to strengthen retailer engagement.
Work with Finance and Marketing to develop and apply ROI frameworks that guide smart investment decisions.
Influence commercial teams with insight-led recommendations, helping to secure budgets and deliver impactful activation.
Create fact-based, compelling selling stories to support customer sell-in.
3. Category & Revenue Growth
Champion seasonal events and category-led activation in stores and online.
Represent the shopper perspective internally to ensure activity aligns with shopper needs and business objectives.
Use data sources (e.g., retail EPOS, market data) to assess activation performance and ROI.
Support continuous improvement of promotional and shopper activation evaluation processes.
4. Marketing & Digital Integration
Work closely with Brand and Marketing teams to ensure shopper activity aligns with brand strategy and objectives.
Develop expertise in shopper marketing tools and techniques to create tailored brand campaigns.
Participate in planning, development, execution, and evaluation of shopper-led activation initiatives.
Partner with Digital teams to ensure seamless online activation alongside in-store activity.
5. Financial Management
Manage shopper marketing budgets, including purchase orders, budget tracking, and financial governance.
Ensure all investments are commercially sound, insight-driven, and aligned with strategic priorities.
Skills & Experience
Qualifications
Degree-level education or equivalent experience preferred.
Knowledge
Strong understanding of the marketing mix.
Familiarity with grocery retail environments and retailer operations.
Skills
Excellent communication and relationship-building skills.
Ability to influence internally and externally.
Strong commercial awareness and confidence working with retailers and Sales/Commercial teams.
Analytical mindset with ability to assess ROI and activation performance.
Self-starter with strong initiative and a desire to learn and grow.
Collaborative team player with flexibility and adaptability.