Job Description
Role Purpose
The Shopper Marketing Manager is responsible for translating brand and category strategies into impactful in-market execution. This role leads go-to-market (GTM) planning, drives shopper-centric activations, and ensures strong collaboration between Consumer Marketing, Sales, and cross-functional teams to deliver business growth.
Key Responsibilities
1. Go-to-Market & Activation Excellence
• Lead end-to-end GTM execution for new product launches, including sell-in materials, in-store visibility, sampling, and product availability
• Adapt global/regional campaigns into locally relevant shopper activations
• Develop compelling activation ideas when acting as lead market for regional initiatives
• Ensure excellence in execution across all shopper touchpoints (offline & online)
2. Shopper & Category Strategy
• Manage and optimize the annual category activity calendar (NPD launches, media, promotions, sampling programs)
• Act as the local expert on shopper behavior, retail dynamics, and category trends
• Identify growth opportunities through category analysis and recommend actionable plans
• Build and maintain a comprehensive category knowledge repository
3. Shopper Marketing Programs & Customer Collaboration
• Design and implement shopper marketing programs tailored to different retail environments
• Collaborate with key customers to develop joint business plans and category growth initiatives
• Work closely with Retail Environment and Sales teams to activate category growth drivers
4. Cross-functional Collaboration
• Partner with Consumer Marketing (Hub) to align on portfolio strategy, pricing, and innovation pipeline
• Coordinate with Finance, Supply Chain, and Sales to ensure feasibility and profitability of plans
• Act as the key contact point for localization and adaptation of POSM/POP materials
5. Budget & Performance Management
• Own and manage shopper marketing budgets, ensuring efficient allocation and ROI
• Lead regular performance tracking including ROI, ROMI, and ROO analysis
• Ensure disciplined execution of monthly Commercial Business Planning (CBP) processes from a category perspective
6. Insights & Market Intelligence
• Generate actionable shopper and market insights through internal data and external agencies
• Monitor competitor activities and local market dynamics
• Support insights prioritization and decision-making with data-driven recommendations
Job Requirements
• Bachelor’s degree in Business, Marketing, or related field (MBA preferred)
• 5 years of experience in FMCG, with strong exposure to Trade Marketing / Shopper Marketing
• Candidates with experience from Management Trainee (MT) programs at multinational companies (MNCs) are highly preferred, given their structured training in cross-functional exposure, leadership development, and strong commercial acumen.
• Strong analytical and strategic thinking skills
• Solid understanding of category management and retail execution
• Proven ability in cross-functional collaboration and stakeholder management
• Effective communication, negotiation, and influencing skills
• Ability to manage multiple projects in a fast-paced environment
• Trade & channel understanding
• Promotional effectiveness and evaluation
• Financial and business analysis
• Consumer & shopper insights application
• Experience in Brand Marketing or integrated marketing roles
• Certification in Retail or Shopper Marketing
• Experience leading change and driving innovation initiatives
• Strong business acumen with supply chain understanding
• Demonstrated ability in cross-market or regional collaboration