Reference Number: JO-2002-446026
Shopper Marketing Executive
Job Type: Contract
Title: Shopper Marketing Executive
Division: Consumer UK
Job Type: Contract, 11 months
Rate: Negotiable, depending on experience
One of the largest pharmaceutical company in the world have reached out to clinical professionals looking to hire a shopper marketing executive. My client has more than 130 years experience in the healthcare industry and are the worlds largest and most broadly healthcare based company to date.
As a shopper marketing executive, you will be tasked with driving my clients business through effective engagement and conversion of shoppers at the point of purchase. This is through the flawless amplification and execution of Brand Marketing plans as well as development of retailer / channel specific co-marketing initiatives.
The Shopper Marketing Executive is part of a wider Shopper Marketing team of 7 team members. Their overall responsibility is to:
Deliver Shopper executions which reflect the shoppers needs and are strategically tailored across the path to purchase.
Develop and translate customer and shopper insights into creative impactful activation to be implemented across channels.
Jointly build UK customer / channel specific Shopper Marketing plans to deliver category / brand solutions
Develop and translate customer and shopper insights into differentiated co-marketing opportunities with specific UK customers / channels.
The Shopper Marketing Executive role includes:
Supporting initiative planning and strategy for specified brands.
Future initiative toolkit development with Global team when lead market.
Creation and deployment of brand initiative style guides for UK.
Claims and visual development and pre-store testing.
The in-store activation of priority initiatives in their defined channel / customers. They will lead the work to build and deliver Shopper Marketing Plans for the client within their customers and ensure consistency of message and brand imagery.
Supporting retailer brand planning days across GFOs for their channel / customers.
Driving strategic thinking for retail specific amplification.
Delivering co-marketing / differentiated opportunities as identified.
Be a Shopper Activation expert for assigned brands, amplifying priority initiatives to maximise growth
Develop and implement a compelling POP plan for all identified initiatives as well as supporting the retailers promotional activity programme.
Understand the path to purchase for assigned brands and categories to produce suitable instore materials and make strategic recommendations that unlock the purchase barriers.
Ensure all POS delivered has a clear call to action for the shopper, is impactful, clear to read, aligned to brand equity (style guide) and addresses shopper purchase barriers to deliver increased sales.
Develop clear style guides in conjunction with Lead countries to ensure consistency in execution across the retail trade as well as brand and regulatory approvals are met.
Deploy style guides for use where the UK is lead market.
Engage and work in collaboration with the clients Legal, Regs and Medical teams to ensure product claims are developed within set parameters, whilst influencing the outcome.
Continually improve the quality of POS presence instore, benchmark versus competitors, learn from market best practice and innovate.
Deliver Shopper Activation evaluations for all Gold initiatives, using results to determine best ROI activities and drive year on year improvements.
Development and translation of customer and shopper insights into Shopper Marketing opportunities with specific customers/channels
Determine appropriate investment with designated Channel / Customer Teams to ensure delivery and excellence of in-store activation.
External Agency Engagement:
Provide quality and timely briefs for external agencies and engage fully and swiftly to ensure a superior output and strong working relationships and on budget executions.
Drive high quality relationships with key stakeholders, ensuring they understand what is important to the shopper at the POP and what the client needs to deliver effectively along the path to purchase.
Integrated Business Planning:
Lead shopper marketing input into all parts of the IBP process providing clear guidance on how to win at the POP and incorporating understanding on shoppers, category, customer, competition, channel and external environment to help shape go to market plans for their assigned brands.
Control and optimise shopper marketing budget allocated.
Responsibility for deploying the Shopper Activation budget for assigned brands, that will help drive our brand objectives and unlock the purchase barriers, across the path to purchase.
Budget to be kept updated and ROI on all expenditure to be reviewed and plans developed accordingly.
Proposed plan for the full year to be aligned with Marketing and CD stakeholders.
Experience in in-store communications and trade/retail marketing required.
Strong stakeholder management including external agencies.
Experience working with High street and Grocery retailers preferred
Experience working with Medical Affairs (PAGB), and Regulatory teams would be an advantage
Commerciality, Innovation, Creativity, Project Management and a passion and flair for retail execution.
Influence & Impact:
Positively champions Shopper Marketing across the business.
Eagerly accepts stretch goals winning attitude.
Ability to develop strong relationships across multiple stakeholders.
Ability to project manage multiple projects often to tight timescales and prioritise and mobilise a team behind these based on business importance.
Insights & Action:
Executes with excellence.
Deep understanding of shopper needs / data.
Demonstrates a clear bias for action on priorities.
Moves with speed to deliver results.
Ability to make timely and effective decisions.
Commercial and Financial acumen, excellent understanding of ROI, using all to inform decision making.
Regulatory and compliance focused.
Recognised as an expert resource for their brand teams and adapts actions accordingly.
Thorough knowledge of retail environment.
Understanding of retailer requirements and how to win in store.
Clinical professionals are working directly with the client, if you would like to know further information about this opportunity please do not hesitate to contact us via the channels below;
+44(0)207 822 1710
We offer a 250 referral scheme on candidates that have been placed, know anyone?