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
✨Get to Know Your E-commerce Community
Dive into specific e-commerce forums and groups on platforms like Reddit or Facebook. Engaging with these communities can open up opportunities and give you insights into what companies like Paterson Arran are looking for when hiring for a Head of Shopper Marketing and E-Commerce.
✨Showcase Your Skills with an Online Portfolio
In e-commerce, a strong online presence can set you apart. Create a portfolio that highlights any projects, case studies, or even personal ventures related to e-commerce. When you apply to Paterson Arran for the Head of Shopper Marketing and E-Commerce, a tangible demonstration of your skills could make a huge difference.
✨Attend E-commerce Events and Conferences
Keep an eye on e-commerce conferences and workshops in your area. Not only will you gain valuable knowledge, but networking with industry professionals could lead to job leads. Plus, if you're keen to work at Paterson Arran as a Head of Shopper Marketing and E-Commerce, rub shoulders with their representatives when possible!
✨Utilise Company Resources
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We think you need these skills to ace Head of Shopper Marketing and E-Commerce
Some tips for your application 🫡
Show Off Your E-Commerce Savviness:When you're applying for an e-commerce role at Paterson Arran, make sure your CV reflects your familiarity with online retail platforms, digital marketing, and user experience. Highlight any relevant tools and technologies you've used, like Shopify or Google Analytics, to demonstrate that you’re well-versed in the industry.
Craft a Compelling Cover Letter:Your cover letter should not just reiterate your CV; it’s your chance to showcase your passion for e-commerce and how it aligns with Paterson Arran's goals. Mention specific projects or achievements that relate to the role, and don’t forget to express your enthusiasm for working in a dynamic, fast-paced environment where you can make a tangible impact.
Metrics Matter:In the world of e-commerce, numbers speak volumes. When detailing your past experiences, quantify your achievements wherever possible—like the percentage of sales growth you contributed to or successful conversion rates from marketing campaigns. This will make your application stand out and show that you're results-driven.
Tailor Your Application:Don’t forget to customise your CV and cover letter for the specific position at Paterson Arran. Use keywords from the job description, and address the unique challenges the company may face in the e-commerce space. A personalised application helps us see that you're not just applying everywhere but are genuinely interested in being part of our team.
How to prepare for a job interview at Paterson Arran
✨Show Off Your E-commerce Know-How
In a sector like e-commerce, having a strong grasp of current trends and technologies is crucial. Let’s make sure you’ve brushed up on key platforms that Paterson Arran uses—think about popular e-commerce software, digital marketing strategies, and how these affect consumer behaviour. Being able to discuss these intelligently can really set you apart.
✨Portfolio Power: Showcase Your Results
For a full-time e-commerce role, it’s key for us to present a portfolio that highlights your results rather than just your tasks. If you’ve worked on campaigns or projects, bring examples that showcase your contribution and the impact they made—use metrics if you can! This helps to illustrate your value in a real-world context.
✨Technical Questions: Prep for the Specifics
Get ready to tackle some technical questions related to e-commerce analytics, SEO tools, or website optimisation. Think about any past experiences where you utilised data to inform decisions or improve sales. Being prepared with specific examples will showcase not just your knowledge, but also your practical application of it, which we all know is crucial!
✨Engage in a Conversational Style
Full-time interviews can feel quite formal, but try to keep it conversational, especially if you click with your interviewers at Paterson Arran. Share your thoughts and ideas about the future of e-commerce, and don’t shy away from engaging with their questions openly. The more genuine and relatable you are, the better connection you’ll create!
