At a Glance
- Tasks: Lead shopper marketing strategies and drive e-commerce growth for our biscuit portfolio.
- Company: Join a diverse and innovative FMCG company committed to inclusivity.
- Benefits: Competitive salary, career development, and a collaborative work environment.
- Other info: Opportunity to lead a high-performing team and influence key stakeholders.
- Why this job: Make a real impact in a dynamic role that shapes shopper experiences.
- Qualifications: 8-12+ years in Shopper Marketing and E-Commerce with strong analytical skills.
The predicted salary is between 70000 - 90000 € per year.
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. The 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.
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.
- In‑store Campaigns & Promotions
- Lead the execution of in‑store campaigns, promotions, seasonal activations, sampling programs, and POS initiatives, ensuring excellence in retail execution and consistency across all customer touchpoints, and track & post‑evaluate results.
- 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 teams.
- 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.
Head of Shopper Marketing and E-Commerce employer: Paterson Arran
FBC UK is an exceptional employer that fosters a dynamic and inclusive work culture, empowering employees to thrive in their careers. With a strong focus on professional development, the company offers numerous growth opportunities and encourages innovation within its teams. Located in a vibrant area, FBC UK provides a collaborative environment where diverse talents come together to drive impactful shopper marketing and e-commerce strategies, making it a rewarding place to work.
StudySmarter Expert Advice🤫
We think this is how you could land Head of Shopper Marketing and E-Commerce
✨Tip Number 1
Network like a pro! Reach out to industry contacts on LinkedIn or at events. We all know that sometimes it’s not just what you know, but who you know that can help you land that dream role.
✨Tip Number 2
Prepare for interviews by researching the company and its competitors. We want you to walk in with insights that show you understand their market position and how you can contribute to their growth.
✨Tip Number 3
Practice your pitch! We suggest you rehearse how you’ll present your experience and skills. Tailor your story to highlight your shopper marketing and e-commerce expertise, making it relevant to the role.
✨Tip Number 4
Don’t forget to follow up after interviews! A quick thank-you email can go a long way. It shows your enthusiasm and keeps you top of mind for the hiring team. And remember, apply through our website for the best chance!
We think you need these skills to ace Head of Shopper Marketing and E-Commerce
Some tips for your application 🫡
Tailor Your Application:Make sure to customise your CV and cover letter to highlight your experience in shopper marketing and e-commerce. We want to see how your skills align with our needs, so don’t hold back on showcasing your achievements!
Showcase Your Data Skills:Since we’re all about data-driven decisions, include examples of how you've used insights to drive growth in previous roles. Whether it’s tracking ROAS or analysing campaign effectiveness, let us know how you’ve made an impact!
Be Personable:We love a good story! When writing your application, feel free to share your journey in the industry and what excites you about this role. A personal touch can really make your application stand out.
Apply Through Our Website:Don’t forget to submit your application through our website! It’s the best way for us to receive your details and ensures you’re considered for the role. We can’t wait to hear from you!
How to prepare for a job interview at Paterson Arran
✨Know Your Shopper Marketing Strategy
Before the interview, dive deep into the company's current shopper marketing strategies. Be ready to discuss how you can enhance their existing plans and bring fresh ideas to the table. Show them that you understand the importance of aligning with business objectives and brand priorities.
✨Demonstrate E-Commerce Expertise
Brush up on your e-commerce knowledge, especially within the FMCG sector. Be prepared to share specific examples of how you've driven online sales and improved digital shelf optimisation in previous roles. Highlight your understanding of KPIs like ROAS and conversion rates.
✨Showcase Your Analytical Skills
Since the role requires a strong analytical mindset, come equipped with examples of how you've used data to drive decisions. Discuss how you've tracked campaign effectiveness and ROI in past positions, and be ready to suggest how you would implement similar strategies for their biscuit portfolio.
✨Build Relationships with Stakeholders
Emphasise your experience in building collaborative relationships with cross-functional teams and external agencies. Prepare to discuss how you've influenced senior stakeholders with data-driven insights and recommendations, as this will be crucial for success in the role.
