At a Glance
- Tasks: Lead shopper marketing strategies and drive e-commerce growth for iconic biscuit brands.
- Company: Join FBC UK, home to beloved biscuit brands like Maryland and Jammie Dodger.
- Benefits: Enjoy a hybrid work environment, competitive salary, and opportunities for personal growth.
- Other info: Be part of a diverse team that values innovation and collaboration.
- Why this job: Make a real impact in a fun, inclusive workplace while shaping shopper experiences.
- Qualifications: 8-12 years in shopper marketing and e-commerce, with strong analytical and leadership skills.
The predicted salary is between 54000 - 66000 £ per year.
Company Description
We are FBC UK, Fox's Burton's Companies! ……And we bake the UK's most incredible biscuits (we might be slightly biased, but we will leave that for you to judge).
Company Description
We are FBC UK, Fox's Burton's Companies! ……And we bake the UK's most incredible biscuits (we might be slightly biased, but we will leave that for you to judge).
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.
Whilst we know that we have delicious products we also know that that the key ingredient to our success is our people, and the passion we have for our brands.
You could be the jammy to our dodger, party ring to our Fox’s or the choc-chip to our Maryland?!
We knead people with innovative ideas, an entrepreneurial spirit, and the commitment to drive FBC UK to success.
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.
We are committed to providing an environment where everyone can learn from each other and grow through a variety of learning experiences.
Our colleagues make our business special.
With strong community values, we believe FBC UK is a more prosperous and fun place to work when people feel free to be themselves.
We believe in the power of being authentic, entrepreneurial and supporting each other whilst meeting our business goals.
Date: Aug 8, 2026
Location: London, GB
Place of Work: Hybrid
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.
- 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. 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.
- 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
- 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.
We believe all of our people are equally talented in their own way.
In nurturing the curiosity and natural abilities of our employees, we provide them, generation after generation, the means to succeed personally and professionally, enabling them to craft their journey at FBC UK.
The diversity of our talents is what makes our work environment multicultural, innovative and highly rewarding.
#J-18808-Ljbffr
Head of Shopper Marketing employer: Paterson Arran
Paterson Arran offers a dynamic work environment in Batley, where employees are valued for their contributions and supported in their professional growth. With a hybrid working model, competitive benefits, and a commitment to training, this role as an Accounts Receivable Specialist provides a unique opportunity to thrive in a collaborative culture that prioritises efficiency and accuracy in financial processes.
StudySmarter Expert Advice🤫
We think this is how you could land Head of Shopper Marketing
✨Show Your Creative Side
In marketing communications, standing out is key. Get creative with your application! Consider designing a mini-campaign or pitch that highlights your skills and understanding of the brand. Tailor it for Paterson Arran and show them what you can bring to the table.
✨Engage in Marketing Communities
Get involved in local or online marketing communications groups. Check out platforms like Meetup for events and workshops. Networking here can lead to hidden job openings and valuable insights into the industry trends—this is where we often discover what companies like Paterson Arran are looking for.
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Use platforms like LinkedIn and Twitter to showcase your passion for marketing communications. Share insights, articles, and your own content that resonates with the industry. Tagging or interacting with Paterson Arran on these platforms can catch the eye of recruiters and show you're genuinely interested in them.
✨Attend Industry Events
Keep an eye out for marketing conferences and workshops. These are great places to meet potential employers face-to-face and make connections that could land you a full-time role at Paterson Arran. Bring your business cards and be prepared to chat about how you can contribute!
We think you need these skills to ace Head of Shopper Marketing
Some tips for your application 🫡
Craft an Impactful Cover Letter:Your cover letter is your chance to shine! Focus on your passion for marketing communications and how your previous experiences can benefit Paterson Arran. Make sure to mention specific campaigns or projects you’ve worked on that showcase your creativity and strategic thinking.
Showcase Your Writing Skills:As you're diving into a marketing communications role, your writing ability is crucial. Include samples of your work, like blog posts, press releases, or social media campaigns in your application. This lets us see your style and how you engage with different audiences.
Tailor Your CV to Marketing:Your CV should highlight relevant marketing skills and experiences! Include specific tools or platforms you’ve used, like Google Analytics or social media management software. Mention any certifications or workshops related to marketing that you've completed – they can give you an edge!
Demonstrate Your Understanding of Paterson Arran:Show us that you’ve done your homework! In your application, briefly mention what you admire about Paterson Arran’s marketing approach or any recent campaigns that caught your attention. This can reveal your enthusiasm for the role and your genuine interest in joining our team!
How to prepare for a job interview at Paterson Arran
✨Showcase Your Creative Campaigns
Get ready to flaunt your portfolio! Include examples of previous marketing campaigns you've worked on, especially those that showcase your creativity and strategy. Recruiters at Paterson Arran will be keen to see how you conceptualise and execute campaigns, so highlight any measurable outcomes to back up your claims.
✨Know Your Digital Tools Inside Out
If you’re heading into a marketing-communications role, make sure you're comfortable discussing key digital marketing tools like Google Analytics, HubSpot, or Hootsuite. Expect some technical questions about how you've used these tools in the past, as they'll want to gauge your hands-on experience and how you analyse data to drive marketing decisions.
✨Be Ready for Scenario-Based Questions
At Paterson Arran, they may throw some scenario-based questions your way, aimed at testing your problem-solving skills in real-life marketing situations. Think through potential challenges you’ve faced, how you navigated them, and be prepared to discuss your thought process and outcome.
✨Demonstrate Your Passion for Marketing
As you’re applying for a full-time position, show that you're not just looking for a job, but a career in marketing. Talk about the latest trends in marketing communications, your favourite campaigns, and why they inspire you. Your enthusiasm can really make you stand out and demonstrate that you’re committed to growing within the field.
