Head of Shopper Marketing – 12 Month Fixed Term Contract
Location
Liverpool, United Kingdom
Role Overview
The Head of Shopper Marketing is responsible for delivering the shopper marketing strategy through 2027, shaping the future direction of shopper strategy beyond this horizon, and providing senior leadership and governance across shopper marketing. The role ensures shopper thinking is embedded in joint business plans, brand execution and category strategy.
Key Responsibilities
Strategy & Governance
- Deliver the Shopper Marketing strategy aligned to brand, category and customer priorities
- Shape future shopper strategies to support growth beyond 2027
- Own the shopper lens within Joint Business Planning (JBP)
- Sign off the annual shopper marketing calendar and budget allocation
- Set clear governance, principles and KPI frameworks
- Lead ROI and effectiveness reviews of major activations
Retail & Agency Partnership
- Act as senior Shopper Marketing partner to key retail customers
- Build strong, collaborative relationships with external agencies, setting clear briefs and success measures
- Sign off all major activations, agency briefs and post‑campaign evaluations
- Represent Shopper Marketing in Brand Days and customer forums
Leadership & Stakeholder Engagement
- Lead engagement with senior stakeholders across Sales, Brand, Category and the Leadership Team
- Mentor and develop a shopper marketing team of 3, building capability and consistency
Brand & Customer Interface
- Lead shopper marketing input into Brand Days and key customer discussions
- Support Brand teams with shopper‑led insight and execution guidance
Role Requirements
Skills & Experience
- Senior Shopper Marketing, Commercial or Category leadership experience within FMCG
- Strong understanding of shopper behaviour, retail dynamics and customer planning
- Proven ability to influence at senior stakeholder and customer level
- Experience setting strategy, governance and measurement frameworks
- Commercially minded, with a focus on effectiveness and ROI
- Confident people leader with a passion for capability building
Scope & Impact
- Senior leadership role with enterprise‑level influence
- Ownership of a significant shopper marketing budget
- Key role in driving the effectiveness and credibility of shopper investment
- High visibility with internal leadership and retail partners
Success Measures
- Successful delivery of the 2027 Shopper Marketing strategy
- Clear, credible direction established for future shopper strategy
- Strong senior stakeholder and customer confidence
- Improved effectiveness and ROI of shopper activity
- Elevated shopper capability across Brand, Sales and Category teams
Benefits
- Cash car allowance
- 25 days annual leave plus birthday off
- 14.5% pension – 5% employee opt‑in / 9.5% employer
- Hybrid and flexible working – 4 days in office / 1 day WFH
- Flexible holiday option – buy 5 additional days
- Enhanced family‑friendly & carers policies
- Life assurance cover
- Private medical insurance
- Critical illness cover
- Learning and development opportunities
About Princes
The Princes Group has over 7,000 employees with offices and production sites in the UK, Netherlands, Italy, Poland, France and Mauritius. Princes manufactures 350 different food and drink products responsibly sourced and enjoyed by consumers every day. The company strives to be an employer of choice, where colleagues are proud to represent the business.
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