Trade/Shopper Marketing Manager (Convenience) 12 Months FTC
- Uxbridge, UK
One of the world’s leading food companies, General Mills operates in more than 100 countries and markets more than 100 consumer brands, including Cheerios, Häagen-Dazs, Nature Valley, Betty Crocker, Pillsbury, Green Giant, Old El Paso, Yoplait and more.
We seek out the best of the best and give them development, support and the chance to lead something big. Choosing a career with us means joining a company that makes a difference for others. There is tremendous opportunity here for people who want to advance the industry, through innovation and nourish the world with quality.
Roles & Responsibilities
The role of the Trade/Shopper Marketing Manager (Convenience) is a fantastic opportunity to lead the activation strategy and execution of our priority brands within the Convenience & RTM channel. Working closely with the sales team, the CAM will also have responsibility for specific accounts ensuring retailer-centricity in the development and execution of all shopper related activity in order to achieve revenue and profit targets.
Reporting to the Marketing Manager the key responsibilities of the role include:
•Leading the shopper & trade marketing strategy for specified brands in the Convenience & RTM channel. Owning and developing the annual channel marketing plan and budget, ensuring alignment with the overall brand strategy.
•Leading the relationships with agency partners to develop the annual marketing plan and working with the shopper insights & category teams to define a clear shopper strategy for the brand.
•Tracking, measuring and post evaluating all major activity in plan, in order to continually improve marketing effectiveness and ROI.
•In conjunction with the SBM and Category manager, create and deliver the category plan sell-ins & supporting sell-in tools for the priority brands.
•Leading the Equipment & Display strategy, including freezer deployment and the development & execution of visibility toolkits.
•Owning and managing execution of generic and retailer specific trade communication of category & brand initiatives via media including trade press, PR and presentations.
•Lead General Mill’s representation at key trade shows and events, increasing our corporate and brand profile and influence with retailers.
•For priority customers, building and managing ongoing customer relationships and leveraging shopper & category insights to deliver plans that maximise impact with their shoppers and end-users.
•Working closely with shopper insights team to translate insights into best in class campaigns that establish GM as the shopper expert with our key accounts.
Key performance indicators ‘How will I know I’ve succeeded?’
•Achievement of annual sales, penetration, share and profit objectives of priority brands within the Convenience Channel.
•Development of annual Shopper & Trade Marketing Plan within budgeted guidelines and delivery against key shopper metrics
•Foster positive internal and external relationships to develop a climate of enthusiasm and optimism for the brand
Skills & Qualifications
•Graduate or graduate caliber with proven success in either shopper, channel or trade marketing in a consumer branded company.
•FMCG Experience in a blue-chip environment
•Customer facing experience where influencing others and organizing your time are critical skills
•Capable of illustrating commercial acumen
•Experience of turning insights into actionable plans.
•Budget management and awareness of the impact of their actions on profit
•Experience of working with customer data from IRI, AC Nielsen, Kantar, Dunhumby etc.
•Demonstrates learning agility & the drive to continue to challenge yourself
•A passion for challenging the status quo and continuous improvement
•Fundamental understanding of the difference between our Customers, Shoppers and Consumers
•Experience of the Convenience & RTM channel preferred
Candidate’s required skills
•Strong leadership skills and ability to influence cross-functionally
•Ability to develop shopper & trade marketing strategies which produce step-change business results
•Passionate about the shopper & customer and understanding of brands
•Able to work with ambiguity; flexibly minded to offer innovative solutions
•Commercially savvy with an good understanding of drivers of profitability
•Excellent project management skills, able to plan effectively, time management and the ability to delegate appropriately
•Demonstrated personal accountability for achieving brand business results
•Ability to energize and develop people
•Tenacious in their ability to deliver projects on time.
•Cultural and values alignment
•Able to handle multiple and often conflicting priorities