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 in London employer: Paterson Arran
FBC UK is an exceptional employer that fosters a dynamic and inclusive work culture, empowering employees to thrive in their careers. As the Head of Shopper Marketing and E-Commerce, you will benefit from a collaborative environment that values innovation and accountability, alongside opportunities for professional growth and development. Located in a vibrant area, our company offers competitive benefits and a commitment to diversity, ensuring that every team member feels valued and inspired to contribute to our success.
StudySmarter Expert Advice🤫
We think this is how you could land Head of Shopper Marketing and E-Commerce in London
✨Tip Number 1
Network like a pro! Reach out to people in the industry, attend events, and connect on LinkedIn. You never know who might have the inside scoop on job openings or can put in a good word for you.
✨Tip Number 2
Showcase your expertise! Create a portfolio or a personal website that highlights your achievements in shopper marketing and e-commerce. This is your chance to shine and demonstrate how you can drive growth.
✨Tip Number 3
Prepare for interviews by researching the company and its competitors. Be ready to discuss how your experience aligns with their goals, especially in driving category growth and enhancing e-commerce performance.
✨Tip Number 4
Apply through our website! It’s the best way to ensure your application gets noticed. Plus, we love seeing candidates who are proactive and genuinely interested in joining our team.
We think you need these skills to ace Head of Shopper Marketing and E-Commerce in London
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 ROAS or campaign effectiveness, let us know how you’ve made an impact!
Be Authentic:We love a bit of personality! Don’t be afraid to let your unique voice shine through in your application. Share your passion for shopper marketing and e-commerce, and why you think you’d be a great fit for our team.
Apply Through Our Website:To make sure your application gets the attention it deserves, apply directly through our website. It’s the best way for us to keep track of your application and get back to you quickly!
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 would develop and lead an annual strategy that aligns with their business objectives. Show them you understand the importance of translating consumer insights into impactful retail activation.
✨Showcase E-Commerce Expertise
Prepare to talk about your experience in e-commerce, especially within FMCG. Highlight specific examples where you've driven online sales or improved digital shelf standards. This will demonstrate your ability to own and drive their e-commerce strategy effectively.
✨Data-Driven Decision Making
Familiarise yourself with key performance indicators relevant to shopper marketing and e-commerce. Be ready to discuss how you've used data to track campaign effectiveness and ROI in past roles. This shows you can make informed decisions that align with their goals.
✨Build Collaborative Relationships
Emphasise your experience in building strong relationships with cross-functional teams and external agencies. Prepare examples of how you've influenced stakeholders with data-driven recommendations. This will highlight your ability to foster collaboration and drive results.
