At a Glance
- Tasks: Deliver the Shopper Marketing strategy and lead engagement with senior stakeholders.
- Company: Join Princes, a leading FMCG company based in Liverpool City Centre.
- Benefits: Enjoy a cash car allowance, private medical insurance, and 25 days annual leave plus your birthday off.
- Other info: This is a hybrid role, requiring 4 days in the office and 1 day WFH.
- Why this job: Shape the future of shopper marketing strategy through 2027 and beyond.
- Qualifications: Senior experience in Shopper Marketing within FMCG and proven ability to influence at senior levels.
The predicted salary is between 60000 - 80000 £ per year.
We are looking for an experienced Head of Shopper Marketing to join Princes at our Head Office based in Liverpool City Centre. The Head of Shopper Marketing is responsible for delivering the Shopper Marketing strategy through 2027, while helping to shape the future direction of shopper strategy beyond this horizon. The role provides senior leadership and governance across shopper marketing, ensuring shopper thinking is embedded in Joint Business Plans, brand execution and category strategy. The role acts as the senior Shopper Marketing lead internally and externally, partnering closely with Sales, Brand, Category and agency teams to deliver effective, insight‑led shopper activation and long‑term growth.
Key Responsibilities
- Strategy & Governance
- Deliver the Shopper Marketing strategy aligned to brand, category and customer priorities
- Shape future shopper strategies to support growth beyond 2027
- Own the shopper lens within Joint Business Planning (JBP)
- Sign off the annual shopper marketing calendar and budget allocation
- Set clear governance, principles and KPI frameworks
- Lead ROI and effectiveness reviews of major activations
- Retail & Agency Partnership
- Act as senior Shopper Marketing partner to key retail customers
- Build strong, collaborative relationships with external agencies, setting clear briefs and success measures
- Sign off all major activations, agency briefs and post‑campaign evaluations
- Represent Shopper Marketing in Brand Days and customer forums
- Leadership & Stakeholder Engagement
- Lead engagement with senior stakeholders across Sales, Brand, Category and the Leadership Team
- Mentor and develop a shopper marketing team of 3, building capability and consistency
- Brand & Customer Interface
- Lead shopper marketing input into Brand Days and key customer discussions
- Support Brand teams with shopper‑led insight and execution guidance
Role Requirements
Skills & Experience:
- Senior Shopper Marketing, Commercial or Category leadership experience within FMCG
- Strong understanding of shopper behaviour, retail dynamics and customer planning
- Proven ability to influence at senior stakeholder and customer level
- Experience setting strategy, governance and measurement frameworks
- Commercially minded, with a focus on effectiveness and ROI
- Confident people leader with a passion for capability building
Scope & Impact:
- Senior leadership role with enterprise‑level influence
- Ownership of a significant shopper marketing budget
- Key role in driving the effectiveness and credibility of shopper investment
- High visibility with internal leadership and retail partners
Success Measures:
- Successful delivery of the 2027 Shopper Marketing strategy
- Clear, credible direction established for future shopper strategy
- Strong senior stakeholder and customer confidence
- Improved effectiveness and ROI of shopper activity
- Elevated shopper capability across Brand, Sales and Category teams
Benefits
- Cash car allowance
- 25 days annual leave plus your birthday off
- 14.5% pension - 5% employee opt in / 9.5% employer
- Hybrid and flexible working - 4 days in office / 1 day WFH
- Flexible holiday option - buy 5 additional days
- Enhanced family friendly & carers policies
- Life assurance cover
- Private medical insurance
- Critical illness cover
- Learning and development opportunities
Interim Head of Shopper Marketing in Liverpool employer: Gofractional
Princes offers a dynamic work environment in Liverpool, with a focus on innovation in shopper marketing. Employees benefit from enhanced family-friendly policies and a strong commitment to learning and development. The team is dedicated to driving effective shopper strategies that align with brand and customer priorities.
