Translate shopper strategies and brand briefs into clear, shopper-first creative and technical briefs for POSM, shelf graphics, gondola and end cap concepts, and secondary visibility solutions.
Set the message hierarchy and communication strategy for all shopper-facing materials and ensure the right message reaches the shopper at the right moment in their purchase journey.
Manage creative and production agency partners from brief to final artwork delivery, including concept development, revisions, regulatory pre-check, and final approval.
Develop tiered POSM suites and shopper communications framework across retail environments, ensuring materials are fit for purpose at every store size and display type.
Maintain an asset library of approved POSM artwork, specs, and standard execution guides for reuse and version control across campaigns.
CRM Activation
Develop and deploy shopper-targeted CRM campaigns, translating loyalty data and shopper segmentation into personalized communications that drive engagement, trial, and repeat purchase across key retail partner platforms.
Coordinate with retail partners and internal stakeholders on CRM campaign mechanics, timelines, and content requirements.
Track CRM campaign performance and translate results into recommendations for future activations.
Corporate Programs Support
Support the stewardship of corporate programs including frontliner engagement, brand ambassador, and loyalty initiatives and ensure that these programs are grounded in shopper reality and aligned with commercial objectives.
Maintain the connection between SMG and the Corporate Brand Group, coordinating on materials, timelines, and program standards.
Production and Procurement Coordination
Manage vendor selection, costing, specifications, and quality checks for POSM production and delivery for Shopper Marketing initiatives.
Track POSM budgets, monitor spend versus plan and identify cost efficiencies without compromising execution quality.
Measurement and Optimization
Track in-store POSM compliance and distribution across activations for Shopper Marketing initiatives.
Run post-activity analyses on shopper campaigns and POSM placements, measuring conversion uplift and ROI and recommending improvements for future cycles.
Qualifications
Education
Degree in Marketing, Communications, Advertising, Design, Business, or a related field.
Experience
At least 5 years of experience in shopper marketing, trade marketing, brand communications, or a related FMCG or pharma-FMCG role.
Hands-on experience developing POSM briefs and managing creative or production agencies through the full brief-to-delivery cycle.
Exposure to both modern trade and traditional trade retail environments preferred.
Experience with CRM campaign coordination or loyalty program activations is a strong advantage.
Core Competencies & Preferred Skill Set
Strong creative judgment, able to evaluate whether a communication concept serves the shopper's purchase moment.
Attention to detail and maintains high standards on artwork files, specs, and execution quality, understands that what shows up at shelf is the final test.
Clear, concise brief-writing skills can translate a complex strategy into a focused, actionable creative brief.
Basic regulatory awareness in a pharma or health and wellness context, understands that claims require substantiation and knows how to flag compliance risks early is an advantage but not a requirement.
Solid project management skills, able to manage concurrent campaigns, multiple agency partners, and cross-functional stakeholder timelines.
Proficiency in MS Office and PowerPoint; familiarity with Adobe Illustrator or Photoshop is a plus.
Comfortable working with retail data, sell-out reports, and basic ROI calculations.
