Shopper Marketing Manager – Off Trade, Europe

For the Off Trade Channel, you will work in partnership with the Channel Marketing Manager to develop BTL programming and assets that equip markets with the tools to win in market. Taking ownership of BTL planning for a defined set of brands and working with the respective Regional Brand Directors to ensure all parties are aligned and accountable on the planned execution in market.

Leading the development and handover of BTL work streams from Region to Local CPA at an 80% ready state. Working in close consultation with markets to ensure critical paths are fully met. Allowing Local CPA to focus on the final 20% of the workstream centred on the localisation at market and customer level. You will be the business partner for a defined portfolio of Brands throughout the IAP process, helping connect Region and Market(s) to deliver a winning BTL plan.

A key stakeholder in bringing the functions together to think and act shopper. Delivering shopper messaging that resonates with the occasion or primary barrier to purchase for a brand. All whilst considering market dynamics to drive more consistent execution. Think and act shopper! Putting insights at the heart of BTL decision making. Focussing on the shopper occasion and need state.

Defining channel and brand Point of Sales Materials (POSM) assortment in collaboration with regionally approved suppliers and with alignment across key markets. Working in partnership with our POSM Excellence Managers in Europe. Alongside the European Channel Programming Leadership team, you will be a key enabler in building a team of shopper marketing experts and refining ways of working between Region and Local teams.

Support the integration of preferred European BTL agencies and establishing clear ways of working. Remains abreast of legal regulations in the industry for the Countries.

• Advanced in developing shopper marketing programs. At ease adapting the discussion based on the life stage of a category/brand in market, whilst delivering BTL scale/consistency.
• Advanced understanding of shopper behaviour across the full path to purchase.
• At ease translating brand strategy into shopper centric plans, rooted in insight, with clearly defined objectives.
• Channel expert, with advanced knowledge of how customers operate, the key barriers to success and how to win through partnership.
• Considered as a role model for leading external agencies to deliver world class work.
• Omnichannel mindset, incorporating Digital into planning and execution.
• Advanced communicator, skilled at removing complexity and driving clarity across the business.
• A leader at ease connecting teams across functions/markets, building a sense of community achieving team results and ownership of total regional performance within their area of expertise.
• Advanced in building a trusted relationship between Region, Cluster and Market(s).
• Fluent command in English.

• Minimum 5 years experience within Trade or CPA/Customer Marketing. Preferably within a Premium / FMCG background.
• Plus, a minimum 3 years experience in Sales, Brand Management, Category Development or Experiential.
• Experienced in developing Channel Strategy based on shopper insight and delivering plans that contribute to winning along the path to purchase and delivering sustainable profit growth.
• Advanced knowledge of the channel achieved by working directly with key customers and closely with the sales team in an established market.
• Experience achieved through a Marketing or Commercial capacity.
• Detailed understanding of customers, their needs and how to win through partnership.
• Proven track record in stakeholder brief and management to ensure timely delivery of channel plans and…