The core purpose of this role is to support the delivery of insightful omni-channel shopper plans that trigger the desired shopper behaviour. This role will support the delivery of brilliant brand experiences at pivotal moments along the full path to purchase, unlocking shopper barriers and unlocking triggers to purchase, positively influencing shopper consideration, and ultimately aiding &/or convincing a product purchase to drive brand and category growth.
This role develops and executes insightful shopper programmes, based on an intimate knowledge of our customers and also our shoppers and their behaviours and missions and in doing so contributes towards the development of strong brand equities. This role also helps drive our strategic direction and our customers' agendas and therefore enables Unilever to disproportionately win in the marketplace.
1.Apply shopper insight - be the expert in how and why shoppers shop a specific category and associated brands. Understands how shoppers shop the Category across different channels and on different missions.
2.Use existing insight from consume market insight and develop new insight (if necessary) from retailer sources and focus groups to generate clear barriers and triggers, which form the basis of any shopper marketing campaign.
3.Build customer relationships and attend category brand cascade for specific retailers
4.Develop senior level category specific Retailer Marketing relationships where appropriate.
5.Develop and execute shopper marketing programmes
6.Work with Local Marketing team ((Assistant) Brand Managers) and commercial teams to align category priorities and identify where shopper activation is suitable to meet the KPIs
7.Smartly invest the agreed budget against relevant shopper activation programmes based on channel and retailer priorities
8.Work with the Shopper Marketing Manager to create and execute the appropriate shopper marketing programmes in the identified retailers. This includes internal idea generation and briefing creative agencies for creative ideas across retailers, including campaign themes, call to actions and key visuals.
9.Maintain and help evolve (where appropriate) executional ways of working in specific Retailers.
10.Drive Shopper Marketing Return on Investment
11.Plan and evaluate all shopper marketing programmes, drawing on previous insight to continually improve efficiency and effectiveness.
12.Use IRI ROI profiling project to drive ROI on touchpoints by retailer within the Category programmes to inform future planning.
Knowledge & Skills Required
This individual must be capable of developing relationships both internally with the brand, category and commercial teams and externally with customers and agencies.
1.Experience in a Shopper Insights role
result of outstanding, often differentiated shopper marketing campaigns.
2.Knowing shoppers and shopping behaviour and translating insight into actions.
3.Accustomed to implementing Shopper Marketing Strategy
4.Accustomed to implementing Shopper Marketing Planning: Leading for the development and implementation of the shopper marketing plan.
5.Knowing Shopper Impact: Evaluating and learning from Shopper Marketing programmes
6.Customer Management experience