Shopper Marketing Manager (Evergreen)

Shopper Marketing Manager
B&I Division | Tokyo | Hybrid

Purpose of Role

Understand, translate and execute brand strategies within a dedicated brand or set of SSP brands, all the way through the line to disrupt and ultimately convert shoppers at the point of purchase. The role provides shoppers with the best brand experience once they are in the retail environment, online or offline.

It is a critical role in the Annual Brand Planning and Cycle Planning processes, ensuring execution plans are of the highest standard.

Key Responsibilities

Insights & Shopper Strategy

• Partner with the Consumer & Shopper Insights team to develop shopper insights and convert them into actionable shopper strategies
• Monitor competitor activity locally
• Learn, where relevant, from shopper strategies of Opella brands in other markets
• Partner with Key Account teams to understand customer-specific shopper profiles
• Identify and work towards removing barriers to purchase for online and offline shoppers

Developing Shopper Plans

• Be the voice of the shopper within SSP
• Participate in the annual Brand Planning process
• Include shopper strategy components in aligned execution priorities for their brands
• Partner with Trade Marketing, Key Accounts and E-Commerce to translate brand strategy into shopper plans tailored to channel / customer that help achieve market share objectives
• Lead the development of 360° brand activations across all retail channels, with a focus on a seamless shopper experience

Execution & Performance Tracking

• Partner with Trade Marketing and Key Account / E-Commerce teams to develop a strong selling story for key initiatives on their brand(s)
• Apply the 6P's (Price, Product, Positioning, Persuasion, Promotion, Place) to build impactful activations
• Define and track performance metrics, including traffic, conversion and basket size, for key retail initiatives
• Conduct post-campaign reviews and ROI analysis to optimize future plans

Budget & Calendar Management

• Work with relevant teams on the development and execution of the Commercial Calendar for their brand(s)
• Manage budgets and provide regular updates on actuals vs. forecasts

About You

Essential Skills and Experience

• Minimum 5 years' experience in a Shopper Marketing team or a Brand Execution role within an FMCG and/or OTC environment
• Analytical skills
• Ability to leverage existing data, devise where new data is needed, and work with the Consumer & Shopper Insights team on ad-hoc research
• Ability to translate category and brand strategy into a clear POP vision and prioritised execution plan across all retail channels
• Strong understanding of fundamental marketing and innovation principles with a category-first approach
• Strong understanding of input performance metrics and ability to use ROI measures to influence customer activation programs
• Experience working cross-functionally and managing stakeholders
• Creates a culture of strong agency partnering, including the ability to challenge positively and honestly
• Manage budgets and provide regular updates on actuals vs. forecasts

Essential Qualifications

• Bachelor's degree in Business / Marketing