3 months ago
Wisehead Productions (Prestige Incubator company, Owned by Britvic PLC)
Field Based/Hemel Hempstead
Retail Marketing Manager
About the Role:
The retail marketing manager will be responsible for supporting the GB Marketing Controller in shaping the Shopper Marketing strategy for your channel and developing annual customer marketing plans that brings that strategy to life with your customers.
Working with your customers marketing teams to ensure that we have a full understanding of their strategy, tactics and approach to shopper marketing. The retail marketing manager will ensure our plan is executed flawlessly, bringing our brands to life whilst building both ours and the customers businesses. Use strategic capability and commercial acumen to attract new shoppers to our brands or existing consumers on new occasions, building category value for our customers.
-Support the Marketing Controller in shaping and evolving the retail marketing strategy, focusing in-outlet marketing solutions on (1) Encouraging consumers to select Wisehead brands in drinking occasions driving frequency & incidence; (2) Encouraging customers to see soft drinks as a business growth driver increasing macro space (3) Making the shopper/guest experience more enjoyable through the mixer category driving loyalty & footfall.
-Support the Marketing Controller in developing the rolling 18 month Customer marketing plan ensuring alignment with key brand and customer strategies, working closely with the Brand Activation team.
-Provide shopper marketing leadership and ensure effective working relationships within the Category Planning team and also with Marketing activation, brands and customer management teams.
-Take ownership for translating the rolling 1-year customer marketing plan for your customers
-The role will encompass Prestige Retail, Grocery and Online Eccom customers
-Support the Marketing Controller in the development of a customer engagement strategy brief and work closely with brands and customer management to ensure the delivery of this programme and integration of AOP activities
-Tailor high-level Activity selling stories (from project managers) with the support of key stakeholders, incorporating Customer level shopper / consumer insight.
-Work with Category and Customer Management colleagues to create inspirational sell-in of activities – both total annual programme and also individual activities.
-Ensure that activity input & output targets are set in advance for your Customer and support the Marketing Controller in consolidating them at a Channel level.
-Work with Customer management to ensure all Shopper Marketing executional details are planned and covered and a clear resource and tracking plan incl. field resource planning and toolkit, availability plan, store comms etc.
-With the support of the key stakeholders, track performance of shopper marketing activity through robust evaluation, to ensure compliance to plan and identify areas where risk or opportunity exists. Cascade into the performance management process by consolidating at a Channel level through the Marketing Controller
-In collaboration with the Comm Events Mgr, support the Marketing Controller in developing and executing trade comms strategy (including trade events, trade press & PR)
Activity development, shaping and tailoring
-Ensure Activity processes are embedded through quality and timely Business case submission
-Build a Shopper marketing contact strategy and ensure that you evolve the breadth, depth and seniority of your Shopper marketing contacts across the annual plan cycle.
-As directed by the Marketing Controller, take a lead role in ensuring the development of a key AOP project ensuring it is delivered on-time and to plan with appropriate ready to sell support tools.
-Lead a monthly performance review cycle and active engagement of brands and activation to ensure AOP activity remains on plan.
Shopper Marketing WOWs
-Improve the efficiency, effectiveness of WoWs for the Wisehead GB Marketing team as directed by the Marketing Controller.
Knowledge, Skills & Experience Required:
-Strong shopper marketing expertise with solid experience of developing and delivering commercially grounded marketing activity into customers.
-Track record of successfully activating brand, NPD and portfolio activities.
-Experience of working with customers across different channels in a consumer-led organisation.
-Commercial and category understanding would be preferable.
-Strategic thinking and ability to shape a vision, create an annual plan and engage a wide network of stakeholders to deliver that plan in key customers.
-Project management capability and commercial grounding to ensure delivery of plans.
-Strong interpersonal skills and ability to build strong internal relationships and customer relationships to influence challenge and deliver.
-Experience of Budget management
-Experience with Tesco, Waitrose, Sainsburys, Liberty, Whole Foods, Harrods, Harvey Nichols preferable.
We’re committed to providing equal opportunities to all applicants and employees – in fact this is at the heart of our company culture and values, and we welcome applications from candidates with diverse backgrounds.