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Shopper Activation Executive

Bewerbungsschluss: 06.12.2021

Standort: Großbritannien

About Us

We're a truly international company, fourth largest in our industry and operating across 120 markets. An inclusive, innovative global FMCG business supported by over 27,500 employees. As we embrace a new era of growth, we are transforming. Our ways of working and culture are driven by a challenger mindset, constantly questioning the status quo.

Our agility and entrepreneurial spirit, alongside award winning development programmes, enable innovation and success while creating exciting and rewarding career choices. As we move forward, our customers will be at the heart of what we do, evolving to needs and expectations and committing to a more meaningful contribution to harm reduction by building a successful NGP business. Integral to our long-term success is our sustainability strategy, behaving responsibly and supporting our ambitions, all underpinned by high governance. Encouraging inclusion at local levels and supporting a developing and robust diversity agenda globally, we’re fully committed to creating and maintaining an environment that celebrates and respects difference.

The Role

12-13 month FTC to cover maternity

Reporting to the Trade Engagement Manager UK&I this is an important role within the Trade Marketing Team and important to the overall success of NGP and Tob Max.

 

The individual will be driving the implementation of a significant program of activation initiatives through all trade channels and directly to shoppers. Of paramount importance will be the delivery of comprehensive Tob Max pack in hand executions across various traditional retail channels.

 

Maximising our brand presence at POS shopper touchpoints and any events involving brand ambassadors also falls within the responsibility of this role.

 

Overall, delivering outstanding shopper experiences with our brands is a key component. For NGP mass quality trial will be huge, while for tobacco max activities, brand awareness and brand building are key.

Key Accountabilities

•Delivering outstanding shopper experiences with our brands for NGP & Tob Max products across all identified retail channels.

•Support the delivery of an omni channel shopper activation plan and deliver and organise attendance at relevant events and targeted outlets to maximize brand exposure and shopper touch points either via agency, or internally resourced for both NGP and Tob Max.

 

Create strategies for engaging consumers through brand ambassador programmes:

 

  • Work with the salesforce and other Trade Marketing teams to identify the best retail outlets to partners with
  • Manage agencies to execute retail brand ambassador activation programme and monitor and drive performance.
  • Negotiate contracts with non-retail event organisers and execute consumer touchpoints through brand ambassador and experiential agencies.

 

 Develop best in class tools and solutions for shopper activation

 

  • Working at a cluster level to deliver market specific tools and solutions to bring our brands to life for independent and vape store shoppers.
  • Provide clear guidelines to the independent salesforce on placement of instore POS.
  • Engage with the salesforce to ensure buy-in and proper tracking of instore POS.

 

Other responsibilities

 

  • Analysing and reporting on activation plans and expenditure and their ROI as required.
  • Monitor and benchmark competitor activities, category trends and shopper habits, recommending plans and actions to ensure shopper activation surges ahead of the competition.
  • Identify activation opportunities and propose innovative solutions to solve them.
  • Establish close working relationships with Cluster functions, Global Marketing (Tob Max) and Division and Fontem to ensure mutually beneficial success of the Cluster.
  • Agree and monitor appropriate operational KPIs and reporting, proactively taking remedial action to resolve any identified issues or concerns.

Skills & Experience

 

  • Proven experience of working with activation agencies.
  • Brand activation experience.
  • Experience of project management and planning.
  • Supporting the development of toolkit concepts and driving innovative shopper experiences to disrupt the conventional in store mission.
  • Evidence of stakeholder management.
  • Experience of successful delivery of omni-channel consumer activation via the trade and direct to shoppers.
  • Previous work experience in production of branded content and use of influencers.
  • Marketing experience.
  • Proven track record of external customer management.
  • Previous experience of working with global marketing (tob max) at Imperial Brands.
  • Understanding of role of different media across marketing mix.
  • Organisational awareness across the cluster and with group marketing.
  • Strong influencing and stakeholder management skills in a complex matrix organisation.
  • Good analytical skills.
  • Ability to think laterally and creatively – to deliver ideas and initiatives, and contribute to discussion.

 

Relevant Qualifications:

  • Not Applicable

 

Other Attributes:

  • Entrepreneurial, growth mindset.
  • Proactive, confident, self-motivated.
  • Prepared to challenge conventional thinking.

 

 

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