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UK Shopper activation

2 months ago

London, United Kingdom Tropicana Brands Group Full time
Job Description

At #TropicanaBrandsGroup we are passionate about nourishing & delighting our consumers, one sip at a time


We are currently recruiting for a UK Shopper Activation & Ecomm Lead on a fixed term contract for 12 months


This is an exciting opportunity to join our TBG Market Strategy & Execution Team where you will lead a team of Shopper Marketing & Ecommerce Managers and be accountable for the delivery of activation across a defined set of channels and customers. As part of this role, you will be working with the most-loved juice brand in the UK.


The principle Accountabilities of the role :


A leadership role in which you will develop, execute and evaluate our shopper and ecommerce activation strategy to deliver competitive advantage and drive ROS. To be delivered through understanding TBG category drivers, channel and customer strategies, shopper insight and operational delivery within budget.


You will lead the customer activation (across in store & Ecommerce) & input into the commercial planning process ensuring actionable shopper insight is added, and wider understanding of operational constraints are considered, supporting the development of customer plans that deliver for the consumer, the brand and the customer.


Key responsibilities include:


  • From the annual commercial strategy, shaping the activation/ recommended investment priorities for a defined set of channels or customers as part of the internal planning process.
  • Own the execution of activation plans based on retailer, category and brand plans, for channel focused customers including leading the strategic shopper agenda with customers, playing a lead role in customer sells, strategic customer meetings & budget planning to create exciting and engaging category leading campaigns.
  • Consolidate customer activation campaigns to deliver total channel plans & evaluations including key learnings and recommendation to the business. Set measurable KPIs by event and customer & deliver evaluation of activation investment for allocated customers identifying shopper metric movement, ROI and key learnings
  • Coach and support the wider team of 4 direct reports to ensure their success in delivering the above key responsibilities, as well as their training and personal development
  • Responsibility for ownership & execution of 2 key grocery customers for instore activation.
  • Support marketing team on creation of key campaigns (timings, TTL comms/copy, key visuals, concept creation & shopper toolkits.
  • Help to co-lead bigger on pack activation projects with the marketing team to bring in customer centric focus and execution.



To be successful in the role the candidate will have :


  • Previous experience in shopper &/ trade marketing roles with broader experience in category or commercial desired. Knowledge of activation within total channel – Grocery, Impulse & Discounters including ecommerce preferred.
  • Experience of leading a team
  • Experience in developing and delivering on Joint Marketing Plan (JMP) for key accounts and maximising the impact of the strategic partnership.
  • A strong understanding of the retail and store environment with the ability to work in a fast-paced business, showing agility to tailor activation plans for retailers and executing those plans within the needs of both business & customer.
  • Understanding retailer activation and the new retail media opportunities that are available to support the delivery of the activation plans, making recommendations on supporting each event
  • Budget allocation & management experience
  • Passionate about building strong relationships and delivering excellence in results
  • A demonstrated ability to work cross functionally and manage results to often tight deadlines.
  • Strong influencing and communication skills at all levels, both up and down the organisation to enhance integration of shopper within the total communications plan. Key to this role will be your ability to influence stakeholders and engage the business behind the wider role of shopper marketing and ecommerce in the media mix.


This role is based in Farringdon ( London ) and it will be required to come to the office 2 days a week.


Don't hesitate to reach out if there's any question