At a Glance
- Tasks: Lead innovative shopper marketing strategies and drive e-commerce growth for iconic biscuit brands.
- Company: Join FBC UK, a dynamic company formed by top biscuit manufacturers with a passion for inclusivity.
- Benefits: Enjoy a supportive work environment, professional development opportunities, and a chance to make an impact.
- Other info: Embrace diversity and thrive in a collaborative culture that values your unique contributions.
- Why this job: Be at the forefront of brand marketing and shape the future of beloved biscuit products.
- Qualifications: 8-12+ years in shopper marketing and e-commerce, with a strong analytical mindset.
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. Whilst we know that we have delicious products we also know that the key ingredient to our success is our people, and the passion we have for our brands. We are committed to building an inclusive workforce that feels empowered to build a fulfilling and successful career. By embracing diversity, equity, and inclusion (DEI) we create a supportive environment for people to thrive and strive to have more positive impact. We understand that having formal and on-the-job learning opportunities is key to our colleagues' professional and personal growth. With strong community values, we believe FBC UK is a more prosperous and fun place to work when people feel free to be themselves.
About the Role: 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.
- 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.
- 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.
- Develop clear KPIs and reporting frameworks for shopper marketing and e-commerce performance.
- Track competitor activity and emerging FMCG retail trends.
- Lead, coach, and develop a high-performing shopper marketing and e-commerce team.
8–12+ years' experience in Shopper Marketing, Trade Marketing, Category Management. E-Commerce experience within FMCG. 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. Analytical mindset with strong understanding of shopper and sales data.
- Commercial Leadership
- Digital & E-Commerce Expertise
- Customer Relationship Management
- Data-Driven Decision Making
- 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. The diversity of our talents is what makes our work environment multicultural, innovative and highly rewarding.
Head of Brand Marketing & Creative in London employer: Fox’s Burton’s Companies
At FBC UK, we pride ourselves on being an exceptional employer, offering a vibrant work culture that values diversity, innovation, and personal growth. As a Finance Analyst, you'll thrive in a fast-paced environment, collaborating with talented colleagues while gaining invaluable experience in commercial finance and decision-making. Our commitment to employee development, inclusive practices, and community values ensures that you can build a fulfilling career while enjoying the unique advantage of working for one of the UK's leading biscuit manufacturers.
