Head of Shopper Marketing - Convenience & Wholesale

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Head of Shopper Marketing – Convenience & Wholesale

Job Title: Head of Shopper Marketing – Convenience & Wholesale
Location: Hemel Hempstead (hybrid working)
Job Length: Permanent
Working Hours: Monday – Friday (full time)

Competitive Salary with extensive benefits:

• Monthly product allowance – alcoholic & non-alcoholic options available
• Private Medical options
• Life Assurance
• Company bonus scheme
• Access to 24/7 GP services
• Enhanced pension contribution
• Access to a range of high street discounts

Carlsberg Britvic is the largest multi-beverage supplier in the UK and is home to some of the most iconic and popular beers & soft drinks, including Carlsberg Danish Pilsner, 1664, Poretti and Brooklyn to ale favourites such as Hobgoblin and Wainwright. For soft drinks, Carlsberg Britvic’s brands include J2O, Robinsons, Tango and London Essence along with the licence rights to the Pepsi portfolio in the UK including Pepsi MAX, 7UP, Lipton Iced Tea and Rockstar Energy.

With a strong national footprint, the Carlsberg Britvic business includes 6 production facilities and 16 logistics depot’s servicing customers up and down the UK. As these two historical businesses have come together, the one common goal remains, and that is ensuring our people succeed.

About the role:
This is a key leadership role in both the Off Trade Shopper Marketing Team and the Convenience and Wholesale Channel Team and will be responsible for the delivery in channel of over 40 marketing campaigns and a total budget £7M+

The successful candidate will support the Director of Activation in shaping the Shopper Marketing strategy for the convenience and wholesale channels across Beer and Soft Drinks. This will include helping to define how we win in the strategically important sub channel of managed convenience, as well as outlining how we evolve our activation strategy in the wholesale channel to reflect the market move toward digital commerce from depot and store. You will then be responsible for distilling these strategies to develop an annual shopper marketing plan that brings that strategy to life across the channel and within key customers.

You will lead your team and work with your customer management teams to ensure that we have a full understanding of their customers’ strategy, tactics and approach to shopper marketing.

• Shape and evolve the shopper marketing strategy, focusing in-outlet marketing solutions on (1) Encouraging consumers to select soft drinks on every occasion and beer on appropriate occasions (2) Encouraging customers to see total drinks as a business growth driver and as a result increasing activation and F&D space (3) Making the shopper/online experience more enjoyable through soft drinks driving loyalty & footfall
• Support in developing the future year Shopper Marketing plan, ensuring alignment with key brand and customer strategies, working closely with the marketing and other key stakeholders
• Provide shopper marketing leadership and ensure effective working relationships within the wider Category Planning team and also with Marketing activation, brands and customer management teams
• Accountable for the translation and delivery of the ‘in year’ shopper marketing plan for your customer base
• Accountable for robust budget management including allocation/withdrawal decisions, monthly tracking and liaison with finance
• Lead the development of a customer engagement strategy brief. Work closely with brands and customer management to ensure the delivery of this programme and integration of AOP activities
• Accountable for the delivery of inspirational ‘customer sell in’ of activities, both total annual programme and also individual activities
• Lead the effective development of close working relationships with key customers’ marketing teams. Develop detailed understanding of their marketing strategy, goals and calendar
• Use this understanding to proactively identify opportunities to take advantage of retailer trading events
• Lead the robust evaluation of all key shopper marketing activity within your channel, ensuring compliance to plan and identification of areas of risk & opportunity
• Manage the monthly performance review cycle and active engagement of brands and activation to ensure AOP activity remains on plan
• In collaboration with the Events team, support the development and execution of the channel trade comms strategy (including trade events, trade press & PR)

Shopper Marketing WOWs

• Continually review and improve the efficiency, effectiveness of the shopper marketing team
• Champion a coaching, learning and development culture across shopper marketing
• Ensure the performance & talent process is embedded into the team through coaching and development of direct reports and team leadership
• Build a Shopper marketing contact strategy and ensure that you evolve the breadth, depth and seniority of your Shopper marketing contacts across the annual plan cycle

Experience and Key Attributes:

• Strong shopper marketing expertise with solid experience of developing and delivering commercially grounded marketing activity into customers.
• Track record of successfully activating brand, NPD and portfolio activities.
• Experience of working with multiple customers across different channels in a consumer-led organisation.
• Commercial and category understanding
• Strategic thinking and ability to shape a vision, create an annual plan and engage a wide network of stakeholders to deliver that plan in a key customer.
• Meticulous project management capability and commercial grounding to ensure delivery of plans.
• Strong interpersonal skills and ability to build strong internal relationships and customer relationships to influence, challenge and deliver.
• Strong Leadership capability
• Experience of Budget management

Interested in finding out more? Apply today and a member of the recruitment team will be in touch!

Application Process:
We read applications continuously, and vacancies may be filled anytime, so please apply as early as possible.

We look forward to receiving your application.

This is an exciting time to join our newly formed business – with their incredible individual history’s, innovation of products and some of the UK’s most iconic brands, Carlsberg Britvic strives to deliver the best service to our customers and consumers. We aim to make a difference, bringing together two diverse companies, our global reach enables opportunity, growth and a chance to work with some fantastic people.

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