Shopper Marketing Controller

Overview PURPOSE & IMPACT: This role is known for driving conversion into the Frozen category and into our brands through building and executing relevant shopper marketing programmes, that drive a positive ROI through smart investment. Whilst delivering standout retail activations in year, this role will also be shaping the future of Shopper Marketing for BirdsEye, and understanding the role and development of Retail Media Networks.

• The successful individual will have a proven track record of leading with authority, and being able to set and hold their team agenda – even when facing conflicting internal priorities
• We need someone who can build and lead a high performing team, build and execute a plan with clarity and simplicity and be a strong business partner cross functionally
• The individual will be a functional expert, with strong shopper marketing experience, and understand the customer and brand dynamics
• They will be skilled in driving forward an agenda they believe in, and focussed on delivering results
• Collaboration will be a key strength – this role will sit within the sales function, but this role must work strongly with and be integrated into the marketing function to deliver success
• The individual will be commercially savvy, and approach budget and spend with an investor mindset

Responsibilities

• Build and execute a Shopper Marketing strategy and vision to win with shoppers – show thought leadership and ambition
• Set & own the Shopper marketing investment plan to deliver against strategy incl. ownership of £7mill budget
• Business partnering through Annual Planning – leveraging expertise and leadership, bringing others on the journey to ensure shopper is at the heart of our plans
• Collaborate with Senior Marketing team to create and build strong shopper strategy for brand campaigns, with toolkit to drive conversion at point of purchase
• Drive the evolution of the function to keep ahead of market advancement in retail media
• Lead brilliant execution of the plan, including proving, and then improving on ROI of investment

• Win with customers through developing relevant shopper marketing programmes for their shoppers
• Tailoring of our BirdsEye brand plans to create unique customer events unlocking strong retail execution
• Development of strong non-commercial customer relationships plus negotiating of solid JMPs
• Build strong strategic relationship with key customers identified
• Understand retailer strategy and how we can partner to achieve more

Business Partnering:

• Be integral part of Brand Marketing team – working jointly to deliver brand objectives
• Ensure visibility of all campaigns and programmes across sales, marketing and category teams
• Deliver post campaign evaluation and ensure learnings taken forward to future planning
• Make strong recommendations to continue to build ROI

• Lead team of 4 with direct line management of 3
• Coach and develop whole team to create a high performing team, building functional excellence with strong business partnership and commercial skills
• Create a culture of empowerment and accountability with individuals owning their agenda and feeling safe to push boundaries on execution and try new things
• Build and develop talent pipeline encouraging career breadth

Cluster Responsibilities:

• Whilst this role is UK focussed, the Ireland team have a dotted reporting line into the Shopper Marketing Controller
• This role has a capability responsibility to ensure Ireland can follow the Shopper Marketing playbook, that we are sharing all best practice and we are including Ireland in our people and capability agenda

Qualifications

• Track record of delivering within Shopper Marketing function
• FMCG – experience of operating in matrix org
• Grocery market experience
• People Management (min.2 direct reports in past)
• Budget Management
• 3rd party agency management