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- Tasks: Lead shopper marketing plans and bridge brand strategy with in-store execution.
- Company: Join a passionate team at General Mills, known for beloved brands like Häagen-Dazs and Betty Crocker.
- Benefits: Enjoy hybrid work, wellness perks, bonuses, and extra days for volunteering.
- Why this job: Make a tangible impact in a fast-paced environment while collaborating with diverse teams.
- Qualifications: 4+ years in CPG with strong shopper marketing experience; data fluency is a must.
- Other info: Flexible work hours and a supportive culture await you!
The predicted salary is between 36000 - 60000 £ per year.
Great things are happening in the Europe and Australia (EUAU) region. Each day, our 2,500 plus colleagues bring their passion to our offices, manufacturing sites, R&D centre, and commercial/distributor markets across Europe, Australia, and New Zealand. We are energized by over 150 years of bringing people together with the food they love. With beloved brands Old El Paso, Häagen-Dazs, Nature Valley, Betty Crocker, Fibre One, Latina Fresh and more, we are on a mission to become the undisputed growth leader in food for EUAU. In a world that’s ever-changing, we look to stay ahead and seek people who share our love of food and are hungry to shape the future.
As Shopper Marketing Lead, you’ll be at the forefront of shaping our newly established Trade Media function—bridging the gap between brand strategy and in-store execution. You’ll define how our brands come to life for shoppers across the UK’s leading Grocery and Non-Grocery retailers, ensuring a seamless and compelling presence at the point of sale. In this highly collaborative role, you’ll partner closely with Sales and Marketing to transform category visions into actionable, insight-led plans that drive visibility, conversion, and real business growth.
What your role is:
- Shopper Marketing Planning & Execution: Lead the development and execution of omnichannel shopper marketing plans for all brands, leveraging deep shopper and category data alongside wider brand strategy and goals. Develop and execute the annual trade PR plan.
- Trade Communications & Asset Development: Work with central Brand Development Teams and key agency partners to deliver compelling trade toolkits and assets.
- Product Launch Support: Support core and innovation product launches in line with brand strategy. Enable best-in-class tradeshow execution for non-grocery partners.
- Performance Management & Measurement: Accountable for annual trade media budget planning and monthly delivery. Understand past performance and leverage shopper and category data to improve future strategies. Measure and report on the success of initiatives post-activation.
- Cross-Functional Collaboration: Align annual shopper briefs with Brand Leads. Influence across the organisation to achieve brand objectives, with a strong focus on central Marketing, Sales, and Category relationships.
- Leadership & Team Management: Lead a team of two direct reports. Demonstrate thought leadership to drive business forward. Lead connection with buyers on shopper activation plans.
What you will bring to the team:
You’ll bring 4+ years of experience in the CPG industry, with a strong foundation in shopper marketing. You’re fluent in CPG data and systems, and confident using insights to shape compelling, strategic plans. Bonus points if you’ve worked with econometric modelling. You’re a strong communicator with the ability to collaborate cross-functionally and clearly articulate results from past initiatives. Above all, you’re passionate about shopper marketing, eager to lead, grow, and make an impact. If you also bring people management experience and a natural ability to build strong relationships, you’ll thrive here.
What you get from us:
- Work with Heart: Offers us flexibility that also requires partnership to ensure we regularly come together in person for those moments that help drive our business forward. Our hybrid work policy means an average of 2 days per week in the office with the opportunity to finish at 15:00 on Fridays.
- Wellbeing: We want our people to feel well and thrive, for this we offer free Headspace account for you and up to 5 friends or family members, ongoing activities, Employee Assistance Program and more.
- Bonus: Our people are at the heart of what makes General Mills great, so when goals are reached, you'll be rewarded through our bonus scheme.
- Health & Dental Insurances: All colleagues get the opportunity to join our insurances from day one.
- Family & Carers Leave: Every family is unique. Our approach allows every family to have the opportunity to spend quality time-off to support them from the point of birth or adoption to care, with enhanced covers.
- Enjoy other perks like enhanced pension contributions, subsidised canteen, access to both peer-to-peer recognition and discount platforms, 2 extra days for volunteering work, and more...
Contact Detail:
General Mills - Europe/Australasia Recruiting Team
StudySmarter Expert Advice 🤫
We think this is how you could land Shopper Marketing Lead
✨Tip Number 1
Familiarise yourself with the brands under our umbrella, like Old El Paso and Häagen-Dazs. Understanding their unique selling points and current market strategies will help you articulate how you can enhance their shopper marketing efforts.
✨Tip Number 2
Network with professionals in the CPG industry, especially those involved in shopper marketing. Attend relevant events or webinars to gain insights and make connections that could be beneficial for your application.
✨Tip Number 3
Brush up on your data analysis skills, particularly in relation to shopper insights and category performance. Being able to demonstrate your ability to leverage data for strategic planning will set you apart from other candidates.
✨Tip Number 4
Prepare to discuss your leadership style and experience managing teams. Highlight specific examples of how you've successfully led projects or initiatives in the past, as this role requires strong team management skills.
We think you need these skills to ace Shopper Marketing Lead
Some tips for your application 🫡
Tailor Your CV: Make sure your CV highlights your experience in shopper marketing and the CPG industry. Use specific examples that demonstrate your ability to lead marketing plans and collaborate cross-functionally.
Craft a Compelling Cover Letter: In your cover letter, express your passion for food and shopper marketing. Mention how your skills align with the role's requirements, particularly your experience with data-driven strategies and team leadership.
Showcase Relevant Achievements: Include quantifiable achievements in your application. For instance, mention successful campaigns you've led or how you've improved performance metrics in previous roles.
Research the Company: Familiarise yourself with the company's brands and their market presence. This knowledge will help you articulate how you can contribute to their mission and growth in your application.
How to prepare for a job interview at General Mills - Europe/Australasia
✨Showcase Your Shopper Marketing Expertise
Make sure to highlight your 4+ years of experience in the CPG industry, particularly focusing on shopper marketing. Be prepared to discuss specific campaigns you've led and the insights that drove their success.
✨Demonstrate Data Fluency
Since the role requires fluency in CPG data and systems, come ready to discuss how you've used data to shape strategic plans. Bring examples of how you've leveraged shopper and category data to improve marketing initiatives.
✨Prepare for Cross-Functional Collaboration
This position involves working closely with Sales and Marketing teams. Think of examples where you've successfully collaborated across departments to achieve brand objectives, and be ready to share these stories.
✨Exhibit Leadership Skills
As a Shopper Marketing Lead, you'll be managing a team. Prepare to discuss your leadership style and provide examples of how you've motivated and developed your team members in previous roles.
