Head of Shopper Marketing – High growth SME Drinks business
Our client is a business that has scaled globally and have reshaped modern wellness through innovative, and functional products. Sold across all major UK and international retailers, they continue to scale at pace and Shopper Marketing is becoming a critical growth engine for the next phase.
This role is all about building a centre of excellence for shopper, customer and activation strategy across Europe – leading the strategic development and execution across all channels to convert shoppers into buyers, driving sustainable brand growth and customer partnerships.
The Role
Shopper Strategy Leadership
- Lead and mature the EU Shopper & Customer Marketing function setting the frameworks, tools and ways of working that turn shopper insight into commercially powerful activation.
- Design and deliver best‑in‑class activation across the full path to purchase: in‑store theatre, POS, retail media, digital commerce, sampling, OOH and experiential.
Customer‑Specific Marketing
- Build tailored customer activation plans for top retailers, grounded in missions, occasions, shopper behaviour and category dynamics.
- Act as a strategic partner to key customers – co‑creating activation calendars, category‑building initiatives and retail media plans that unlock visibility, conversion and value.
- Create a joined‑up view of shopper performance across EPOS, retailer portals, DTC and retail media analytics. Build simple, actionable dashboards that highlight what’s driving conversion, incrementality and repeat.
POS & Creative Excellence
- Own the development of high‑impact POS and retail assets that elevate brand presence and deliver standout at shelf and online.
- Define the approach to retailer media networks, ensuring investment is insight‑led, measurable and aligned to customer priorities.
Commercial Impact
- Partner with Sales, Category and RGM to influence decisions on visibility, space, activation, promo strategy and customer mix – always anchored in shopper‑led insight.
- Use data and storytelling to strengthen retailer negotiations and unlock distribution, feature and display.
- Build repeatable playbooks for activation planning, post‑event evaluation and ROI measurement that can be used across markets.
- Elevate the brand’s position as the growth partner of choice within the category they play within.
Strategic Partner to the Business
- Work hand‑in‑glove with Category, Brand, NPD and Finance to bring shopper insight into campaign planning, innovation strategy and pack architecture.
- Shape future product and channel strategy with a clear view of missions, occasions, need‑states and willingness to pay.
- Ensure shopper thinking is embedded across the organisation – influencing how the business prioritises investment and measures success.
About You
- 8+ years in Marketing, Shopper Marketing, Customer Marketing, Commercial Strategy within FMCG/CPG.
- Strong experience partnering with major UK retailers and navigating retail media, POS, activation and customer planning.
- A natural storyteller who can turn insight into compelling, commercially useful narratives.
- Confident influencing senior stakeholders internally and externally.
- Entrepreneurial mindset – you enjoy building, iterating and shaping new ways of working.
- Energised by high‑growth, fast‑moving environments where you can make a visible impact.
Package & Ways of Working
- HQ: London office‑based with flexibility
- Dog‑friendly office
- Sabbatical after a period of service*
If you’re passionate about shaping how a category‑defining brand shows up across the path to purchase and you want to build something genuinely best‑in‑class we’d love to hear from you.
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