Shopper Marketing Pasta & Condiments Manager

Shopper Marketing Pasta & Condiments Manager  About Barilla  At Barilla, we believe that every great journey begins with passion and a bold vision. From our humble beginnings in 1877 in a small shop in Parma, Italy, we’ve blossomed into a global leader in the food industry, guided by our commitment to progress and excellence.
Today, Barilla is an international group present in more than 100 countries and we are proud to be recognized as the world’s top food company by reputation. With 22 beloved brands in our portfolio, we are world leader for pasta, the number one choice for ready-made sauces in Europe, leader for bakery products in Italy, and for crispbread across Scandinavia with Wasa.
Our success story is written by a passionate team of almost 9,000 dedicated employees across 30 plants and offices worldwide, all united by a shared mission to nourish the future with purpose and passion.
Are you ready to add your unique flavor to our journey?
We are looking for a Shopper Marketing Pasta & Condiments Manager to join the Shopper Marketing and Digital Commerce team, based in Parma.
The successful candidate will be responsible for leading shopper-centric growth across Pasta & Condiments, ensuring that brands are strengthened and categories grow.
The role leads the definition and implementation of omnichannel approaches based on shopper insights, translating them into impactful strategies and activities that drive sales and conversion across key customers and channels.
The position works cross-functionally across Trade, Marketing, Sales, Digital Commerce and Global teams to ensure strategic alignment, effective execution and measurable business results.

Key Responsibilities   Lead the understanding of cross-channel purchasing behaviour within the category through specific studies, such as Decision Tree, Market Partition, Second Party Data, Shopper Data and Trade Planner.
Generate shopper insights to strengthen sales stories to retailers and identify and test initiatives at key retailer level. Define a comprehensive study path to extract insights from shopper studies and transform them into actionable strategies, integrating with other departments and closely collaborating with retailers.
Champion shopper centricity within omnichannel plan development groups that coordinate and produce national omnichannel campaigns dedicated to major retailers.
Play a leading role in category strategy design and brand growth planning, promoting ROI-based discussions on trade-offs between different options.
Lead the integration and coordination of digital retail media touchpoint plans in collaboration with the Digital Commerce team.
Participate in the media plan construction process by mapping retail media tools and evaluating their coverage and growth potential, contributing to discussions on trade-offs between different media. Integrate retailers’ digital and in-store touchpoints, creating tailored content and collaborating with cross-functional teams. Support the development of the company’s ways of working for managing retail media plans together with Media and Customer teams.
Develop shopper-ready in-store and digital assets, analyse initiative returns and define best practices.
Collaborate closely with the Global Shopper Marketing team based in Amsterdam to develop a more shopper-centric strategy, and to create the best shopper digital-ready content.
Embed a strong understanding of shoppers across Trade, Customer and Marketing departments, accelerating the adoption of shopper-centric ways of working.
Requirements   Minimum of 5 years of experience in Sales, Marketing, or Trade Marketing, preferably within both trade & sales and marketing job families.
Demonstrated highly inclusive leadership style, characterized by proven energy, role modelling responsibility, trust, authenticity, and respect.
Strong capability to envision and drive organizational change.
Results-oriented with a growth mindset and a can-do attitude, coupled with an obsession for ROI in all plans and activities.
Analytical approach with the ability to design and conduct analysis projects, extracting necessary insights from shopper data to create actionable…