At a Glance
- Tasks: Lead shopper marketing and e-commerce strategies to drive growth and brand visibility.
- Company: Dynamic FMCG company focused on innovation and collaboration.
- Benefits: Competitive salary, inclusive culture, and opportunities for personal and professional growth.
- Other info: Join a diverse team committed to nurturing talent and fostering innovation.
- Why this job: Make a real impact in a fast-paced environment with cutting-edge marketing strategies.
- Qualifications: 8-12+ years in shopper marketing and e-commerce, with strong analytical skills.
The predicted salary is between 70000 - 90000 € per year.
We are seeking a commercially driven and consumer‑centric Head of Shopper Marketing & E‑Commerce to lead the development and execution of best‑in‑class shopper activation strategies across all retail channels. This role will be responsible for driving category growth, increasing brand visibility at point of purchase, and accelerating e‑commerce performance for our biscuit portfolio, whilst understanding and tracking ROAS. The successful candidate will combine deep FMCG shopper marketing expertise with strong digital commerce capabilities, partnering closely with Sales, Brand Marketing, Category Management, and Retail Customers to create seamless omnichannel shopper experiences.
Main Responsibilities
- Shopper Marketing Strategy
- Develop and lead the annual shopper marketing strategy aligned with business objectives, brand priorities, and retailer growth plans.
- Translate consumer and shopper insights into impactful retail activation programs that drive conversion, penetration, and basket growth.
- Create channel‑specific activation plans across grocery, convenience, discounters, wholesale, and emerging retail channels including online.
- Create a score card by brand, channel and activation to clarify ROAS for each activity.
- Lead the Execution of In‑Store Campaigns, Promotions, Seasonal Activations, Sampling Programs, and POS Initiatives
- Ensure excellence in retail execution and consistency across all customer touchpoints. All to be tracked and post evaluated.
- E‑Commerce Strategy & Digital Commerce
- Own and drive the company’s e‑commerce strategy across pure‑play, grocery online, quick commerce, and retailer media platforms.
- Develop digital shelf excellence standards including content optimisation, SEO, product imagery, enhanced content, and online visibility.
- Partner with key retail customers to grow online sales, share of search, conversion, and basket penetration.
- Lead online promotional planning and retailer media investment strategy.
- Monitor e‑commerce KPIs including traffic, conversion, ROAS, share of search, ratings/reviews, and digital availability.
- Identify new digital commerce opportunities, platforms, and partnerships to accelerate growth.
- Customer & Cross‑Functional Leadership
- Build strong collaborative relationships with Sales, Category, Commercial Planning and Brand Marketing team.
- Partner with key retail customers to create joint business plans and category‑driving shopper programs.
- Lead agency relationships across shopper activation, retail media, creative, and digital commerce.
- Influence senior stakeholders with data‑driven recommendations and performance insights.
- Insights & Performance Management
- Utilise shopper, category, and market data to identify trends, opportunities, and growth drivers.
- Analyse campaign effectiveness and ROI to optimise future investment decisions.
- Develop clear KPIs and reporting frameworks for shopper marketing and e‑commerce performance.
- Track competitor activity and emerging FMCG retail trends.
- Team Leadership
- Lead, coach, and develop a high‑performing shopper marketing and e‑commerce team.
- Foster a culture of innovation, agility, accountability, and collaboration.
- Manage budgets effectively to maximise return on investment.
Key Ingredients For The Role
- 8–12+ years’ experience in Shopper Marketing, Trade Marketing, Category Management.
- E‑Commerce experience within FMCG.
- Strong experience working with major grocery retailers and omnichannel customers.
- Proven track record of developing successful shopper activation and e‑commerce growth strategies.
- Deep understanding of retail media, digital shelf optimisation, and online shopper behaviour.
- Strong commercial acumen with the ability to translate insights into actionable growth plans.
- Excellent stakeholder management and influencing skills.
- Experience leading cross‑functional teams and external agencies.
- Analytical mindset with strong understanding of shopper and sales data.
Key Competencies
- Strategic Thinking
- Commercial Leadership
- Shopper & Consumer Insight
- Digital & E‑Commerce Expertise
- Customer Relationship Management
- Data‑Driven Decision Making
- Innovation & Agility
- Team Leadership & Development
Diversity Statement
FBC UK is committed to building a diverse and inclusive culture in which all employees feel welcomed and appreciated and have the same opportunities. We believe all of our people are equally talented in their own way. In nurturing the curiosity and natural abilities of our employees, we provide them, generation after generation, the means to succeed personally and professionally, enabling them to craft their journey at FBC UK. The diversity of our talents is what makes our work environment multicultural, innovative and highly rewarding.
Head of Shopper Marketing and E-Commerce employer: BISCUITS DELACRE
FBC UK is an exceptional employer that champions a culture of innovation and collaboration, making it an ideal place for the Head of Shopper Marketing and E-Commerce to thrive. With a strong commitment to employee growth, we offer extensive training and development opportunities, ensuring our team members can craft their own career journeys while contributing to impactful shopper activation strategies. Located in a vibrant market, our diverse and inclusive environment fosters creativity and allows for meaningful contributions to our biscuit portfolio's success across retail channels.
StudySmarter Expert Advice🤫
We think this is how you could land Head of Shopper Marketing and E-Commerce
✨Tip Number 1
Network like a pro! Reach out to your connections in the FMCG and e-commerce space. Attend industry events or webinars, and don’t be shy about introducing yourself. You never know who might have the inside scoop on job openings.
✨Tip Number 2
Show off your expertise! Create a personal brand online by sharing insights related to shopper marketing and e-commerce on platforms like LinkedIn. This not only showcases your knowledge but also attracts potential employers to you.
✨Tip Number 3
Prepare for interviews by diving deep into the company’s shopper marketing strategies and e-commerce performance. Bring data-driven insights to the table that demonstrate your understanding of their business and how you can contribute to their growth.
✨Tip Number 4
Don’t forget to apply through our website! We’ve got loads of opportunities waiting for you. Tailor your application to highlight your experience in shopper marketing and e-commerce, and let us see how you can make an impact!
We think you need these skills to ace Head of Shopper Marketing and E-Commerce
Some tips for your application 🫡
Tailor Your Application:Make sure to customise your CV and cover letter to highlight your experience in shopper marketing and e-commerce. We want to see how your skills align with our needs, so don’t hold back on showcasing your relevant achievements!
Showcase Your Data Skills:Since we’re all about data-driven decisions, include examples of how you've used insights to drive growth in previous roles. Whether it’s tracking ROAS or analysing campaign effectiveness, let us know how you’ve made an impact!
Be Authentic:We love a bit of personality! Don’t be afraid to let your unique voice shine through in your application. Share your passion for shopper marketing and e-commerce, and why you think you’d be a great fit for our team.
Apply Through Our Website:To make sure your application gets the attention it deserves, apply directly through our website. It’s the best way for us to keep track of your application and ensure it reaches the right people!
How to prepare for a job interview at BISCUITS DELACRE
✨Know Your Shopper Marketing Inside Out
Make sure you brush up on the latest trends in shopper marketing and e-commerce, especially within FMCG. Be ready to discuss specific strategies you've implemented in the past and how they drove growth. This will show your deep understanding of the role and its requirements.
✨Prepare Data-Driven Insights
Since this role involves a lot of data analysis, come prepared with examples of how you've used data to inform your marketing strategies. Think about key performance indicators (KPIs) you've tracked and how they influenced your decisions. This will demonstrate your analytical mindset and commercial acumen.
✨Showcase Your Collaborative Spirit
This position requires strong cross-functional leadership, so be ready to share experiences where you've successfully collaborated with sales, brand marketing, or external agencies. Highlight how you built relationships and drove joint business plans, as this will resonate well with the interviewers.
✨Demonstrate Your E-Commerce Savvy
Familiarise yourself with the latest e-commerce platforms and digital shelf optimisation techniques. Be prepared to discuss how you've improved online visibility and conversion rates in previous roles. This will show that you can hit the ground running in driving the company's e-commerce strategy.
