Head of Shopper Marketing

We are FBC UK, Fox's Burton's Companies! We bake the UK's most incredible biscuits. FBC UK was a match made in heaven, with two of the top UK biscuits manufacturers (Burton's Biscuits and Fox's Biscuits) coming together to create one unique, integrated company. We are home to famous iconic brands, including Maryland, Fox's, Jammie Dodger & Rocky, to name just a few. We are proud manufacturing partners to some of the biggest UK retailers and household names. We bake our incredible biscuits at eight bakeries across the UK, located at Isle of Arran, Livingston, Blackpool, Llantarnam, Edinburgh, Kirkham, Batley & Dorset and our HQ in St Albans. Together, we employ circa 4,000 amazing colleagues across all our locations.

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.
• 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

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.