Shopper Marketing Manager

Here at JACOBS DOUWE EGBERTS (JDE), we are inspired by our belief that it is amazing what can happen over a cup of coffee. We are a company of coffee enthusiasts passionate about delivering great quality coffee. This passion drives our ambition to become the world’s number 1 coffee company.

In 2015, when D.E Master Blenders and Mondelēz International combined their respective coffee businesses, JDE was born. As the world’s leading pure-play coffee company, we have built a brand portfolio that includes household names such as Tassimo, Kenco, L’Or, and Douwe Egberts. Dedicated to creating and building brands our consumers love, it is our belief that everyone deserves the coffee they love. Thanks to the passion and commitment of our 15,000 global associates, our brands are enjoyed in over 120 countries worldwide.

JDE UK is the number 2 branded coffee supplier to the UK retail trade with approximately 30% market share of this growing £1bn+ RSV category. JDE is a growth engine for the category, driving premiumisation through the Tassimo, L’OR, and Kenco brands.

As the Shopper Marketing Manager, you will be an integral part of the Category Development and Shopper Marketing team within the broader Sales function, reporting directly to the Shopper Marketing Lead. Your role involves collaborating cross-functionally to deliver best-in-class Shopper Marketing execution, aligning initiatives with customer strategies, and balancing immediate needs with long-term brand and commercial objectives.

You will develop, execute, and evaluate strategic shopper marketing plans that influence shopper behaviour across omnichannel paths to purchase. Your focus will be on creating insight-led campaigns that drive KPIs across in-store, digital, and OOH platforms, under a category-first narrative.

Success requires creativity, commercial acumen, problem-solving, and project management skills, along with a strong understanding of FMCG dynamics and retailer landscapes. You should be able to translate insights into action, manage multiple projects, foster partnerships, and manage stakeholders effectively.

Your primary responsibility will be leading our larger retail customers within the Grocery channel across omnichannel platforms:

• Develop, execute, and evaluate strategic shopper marketing plans for assigned retail customers.
• Lead end-to-end activations, customizing them to meet customer needs.
• Represent the customer internally, translating their needs into commercial opportunities (AOP, reviews, value creation plans).
• Own the activation laydown and shopper GTM blueprint.
• Manage and track A&P or trade spend budgets, ensuring they meet AOP targets.
• Lead internal deployment meetings and design external toolkits and selling materials.
• Collaborate with agencies to create tailored customer solutions aligned with retailer strategies.
• Work cross-functionally with Sales, Marketing, Category, Finance, Corporate Affairs, and Supply.
• Manage multiple projects simultaneously.
• Implement the Activity Plan focusing on key points across the shopper journey, both in-store and online.
• Evaluate execution effectiveness and provide insights for future initiatives.
• Support the Shopper Marketing Executive in managing third-party cardboard delivery for timely deployment.
• Coordinate with E-comm NAM and ATL Media NAM for seamless omnichannel execution.
• Measure and assess activation spend ROI and inform future plans.
• Support procurement processes, ensuring timely POs and compliance.
• Assist in developing tailored toolkits and activation ideas for key customer plans.
• Collaborate with shopper and customer agencies for top-tier activation execution.
• Communicate retailer activation plans and outcomes internally.
• Champion a shopper mindset organization-wide.
• Leverage shopper data to identify key purchase drivers and inform strategies.
• Interpret shopper panel data for actionable insights.
• Lead the planning of annual Customer Brand Planning days in collaboration with Sales and Marketing teams.

Qualifications:

• Educated to degree level or equivalent.
• Minimum 7 years of experience in FMCG marketing, shopper marketing, or customer activation roles.
• Knowledge of FMCG / UK / Omnichannel markets.
• Experience working with top 4 grocery retailers.
• Ability to identify insights across multiple data sources and drive action.
• Financial acumen: ability to build and track simple P&Ls and manage budgets.
• Strong networking and influencing skills, capable of influencing senior stakeholders.
• Experience working cross-functionally to deliver objectives.
• Proficient in Excel and PowerPoint.
• Willingness to attend customer meetings across the UK.
• Experience in retail, out-of-home, and e-commerce preferred.
• Self-starter with the ability to work autonomously.
• Fluent in English.
• Full right to work in the UK.