Senior Director Shopper Marketing

Senior Director, Shopper Marketing

Haleon, a leading consumer health company, is looking for a Senior Director, Shopper Marketing to lead end‑to‑end shopper strategy and activation across all retail customers and channels.

• Define Haleon’s enterprise shopper marketing strategy aligned to brand and commercial priorities.
• Establish best‑in‑class standards for “Haleon at Shelf” across in‑store, digital shelf, content, and retail.
• Develop annual shopper activation plans aligned to category and customer growth objectives.
• Lead end‑to‑end development and execution of integrated shopper campaigns across in‑store, eCommerce, and omnichannel touchpoints.
• Partner with Sales and Brand teams to embed shopper strategy within Joint Business Plans (JBPs).
• Drive innovation in merchandising, promotions, and experiential programs to enhance engagement.
• Ensure flawless execution across retailers through strong planning, agency management, and cross‑functional alignment.
• Partner with Retail Media teams to ensure media and in‑store activation operate as a single connected plan.
• Establish standards for planning, budgeting, measurement, and optimization across retail networks.
• Leverage first‑party and retailer data to improve audience targeting, personalization, and ROI.
• Drive integration of media, content, and activation to maximize conversion at the point of purchase.
• Define KPIs and performance dashboards to track conversion, incrementality, and ROI.
• Lead test‑and‑learn initiatives to continuously improve shopper program effectiveness.
• Partner with Analytics to strengthen retail media measurement and attribution models.
• Deliver clear performance narratives to senior leadership and commercial partners.
• Build and lead a high‑performing shopper marketing team.
• Develop talent and build capabilities in omnichannel activation and retail media integration.
• Foster a culture of accountability, collaboration, and continuous improvement.

Basic Qualifications:

• 12+ years of experience in Shopper Marketing, Customer Marketing, Omnichannel Marketing, or Retail Media within CPG, consumer health, or related industries.
• Proven leadership delivering omnichannel programs that connect in‑store and digital commerce.
• Deep experience partnering with Sales and retail customers on activation strategy and execution.
• Strong analytical and financial acumen, with demonstrated ability to measure and optimize ROI.
• Experience leading agencies and managing significant activation budgets.

Preferred Qualifications:

• Experience scaling retail media operating models across multiple retail partners.
• Familiarity with syndicated and retailer data platforms (e.g., Circana, retailer analytics portals).
• Consumer health, OTC, oral care, or wellness category experience.
• MBA or advanced degree.

• Enterprise thinker with strong cross‑functional influence.
• Data‑driven decision maker with a results‑oriented mindset.
• Strong communicator capable of translating complexity into clear action.
• Builder of scalable systems, processes, and high‑performing teams.
• Commercially grounded and execution‑focused.

• Improved conversion and ROI across shopper activation programs.
• Strong integration of brand, retail media, and in‑store activation.
• Elevated retailer partnerships and activation effectiveness.
• Development of a best‑in‑class shopper marketing capability at Haleon.
• Talent development and team engagement.

Haleon offers a robust Total Reward package that consists of competitive pay and a comprehensive benefits program, including a generous 401(k) plan, tuition reimbursement, and time off programs. On day one, you are eligible for benefits such as health coverage where the company pays the majority of your medical coverage for you and your family. You may also receive a discretionary bonus based on key business performance.

Haleon is committed to mobilising our purpose in a way that represents the diverse consumers and communities who rely on our brands every day. It guides us in creating an inclusive culture, where different backgrounds and views are valued and respected. During the application process, we may ask you to share some personal information, which is entirely voluntary and used only for legitimate business purposes, never for hiring decisions.

Contact email:  Include subject line: ‘Haleon Careers:
Job Accommodation Request’ along with your name, contact information, requisition , job title, location, and description of the specific accommodation requested.

The Haleon recruitment team will contact you using a Haleon email account (). If you are not sure whether the email you received is from Haleon, please get in touch.