Shopper Marketing Lead

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Job Description:

Key Responsibilities:

Shopper Strategy and Planning

• Develop and lead the shopper marketing strategy for the Consumer Business Group in the Philippines across priority brands, categories, and retail channels.
• Translate brand strategies into actionable shopper activation plans that drive awareness, consideration, conversion, and repeat purchase.
• Identify shopper behavior trends, purchase barriers, category opportunities, and retail execution gaps.
• Build annual and quarterly shopper marketing plans aligned with business objectives, channel priorities, and customer plans.

Retail and In-Store Activation

• Design and execute shopper programs across key retail environments, including modern trade, general trade, hardware, office supply, and other relevant physical retail channels.

• Lead the development of point-of-sale materials, merchandising solutions, promotional toolkits, display programs, and shopper communication assets.

• Ensure shopper activations are relevant to local market needs while aligned with brand guidelines and business priorities.

• Partner with Sales and Key Account teams to customize programs for strategic customers and retail partners.

Category and Customer Collaboration

• Work with Sales, Category, and Customer teams to develop compelling selling stories and shopper activation plans for key accounts.

• Support joint business planning with strategic customers by providing shopper insights, activation recommendations, and category growth opportunities.

• Collaborate with commercial teams to improve in-store visibility, assortment, promotion effectiveness, display quality, and execution standards.

Insights, Analytics, and Performance Management

• Use shopper data, sales performance, retail audit information, customer insights, and market intelligence to guide decisions.

• Define KPIs for shopper programs, including sell-out, conversion, basket size, display compliance, promotion effectiveness, and ROI.

• Track and evaluate campaign effectiveness, capturing learnings and recommending improvements.

• Provide regular performance updates to internal stakeholders.

Budget, Agency, and Project Management

• Manage shopper marketing budgets and ensure effective investment allocation across brands, channels, and customers.

• Lead agency briefing, creative development, production, and execution timelines.

• Ensure all shopper materials and activations are delivered on time, within budget, and in compliance with applicable company standards.

• Coordinate cross-functional project execution from planning through post-campaign evaluation.

Required Qualifications

• Bachelor’s degree in Marketing, Business Administration, Management, Communications, or a related field.
• Significant experience in sales, shopper marketing, trade marketing, brand activation, category management, customer marketing, or commercial marketing, preferably within FMCG, consumer goods, retail, or related industries.
• Strong understanding of the Philippine retail landscape, including modern trade, general trade, and key physical retail channels.
• Demonstrated experience developing shopper programs that drive commercial outcomes.
• Strong project management skills with the ability to manage multiple priorities and stakeholders.
• Experience working with sales teams, key accounts, agencies, and cross-functional partners.
• Strong analytical skills with the ability to convert data and insights into actionable plans.
• Excellent communication, presentation, and stakeholder management skills.

Preferred Qualifications

• Experience supporting consumer categories such as home care, stationery, DIY, household products, office supplies, hardware, or related categories.
• Familiarity with category management principles, customer joint business planning, merchandising strategy, and retail execution.
• Experience managing external creative, merchandising, or activation agencies.
• Prior experience in a multinational company or matrix organization.

Key Competencies

• Shopper and customer insight orientation

• Commercial and business acumen

• Strategic planning and disciplined execution

• Cross-functional collaboration

• Data-driven decision-making

• Creativity in retail activation

• Strong ownership and accountability

• Ability to influence without direct authority

• Adaptability in a fast-moving retail market environment

Success Measures

• Growth in sell-out, market share, or category performance for priority brands and customers.

• Improved shopper conversion through effective retail activations.

• Strong execution of shopper campaigns on time and within budget.

• Measurable ROI and learning agenda for shopper marketing programs.

• Improved visibility, merchandising quality, and retail presence across priority physical channels.

• Effective collaboration with Sales, Marketing, Category, and external partners.

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