Shopper Marketing Manager

ROLE DESCRIPTIONLead the development and execution of shopper marketing strategies that bridge brand storytelling with shopper conversion — turning brand equity into real-world sales impact. This role owns how the brand comes to life at every touchpoint, both online and in-store, across the General Trade (GT) channel and local dairy shop network.KEY RESPONSIBILITIES 1.    Shopper & Brand Integration Strategy·      Build shopper marketing strategies that translate brand positioning and communication into activation programs tailored for shoppers in GT channels.·      Leverage shopper insights and purchase behavior data to craft targeted engagement strategies that drive both awareness and conversion.·      Develop the annual Shopper Activation Calendar aligned with brand campaigns, category priorities, and business growth targets. 2.    Shopper Activation & Engagement·      Lead shopper activation campaigns across digital and physical touchpoints — including social engagement, influencer collaborations, geo-targeted media, and CRM-based loyalty engagement.·      Integrate brand campaigns into trade and shopper environments, ensuring consistency from media to shelf.·      Develop and manage activation toolkits (POS materials, visibility assets, sampling programs) that strengthen brand impact at the point of purchase.·      Work with agencies to deliver compelling, insight-led activation ideas that elevate brand love and shopper conversion.3.    Channel & Trade Collaboration·      Partner with Sales and Trade teams to co-develop activation plans for GT and local dairy chains.·      Build collaboration programs with key retailers, distributors, and local shop owners to enhance brand visibility and penetration.·      Monitor execution quality, measure ROI, and continuously optimize based on shopper performance data.4.    Digital Shopper Engagement·      Drive online shopper engagement initiatives that influence in-store sales — through CRM, digital content, e-voucher programs, and localized social media activation.·      Partner with the digital team to track shopper engagement metrics, conversion funnels, and repeat purchase behavior.·      Transform consumer and shopper data into actionable insights for future campaign optimization.5.    Budget & Performance Management·      Own shopper marketing and activation budgets.·      Ensure investment efficiency and deliver measurable ROI across all initiatives.·      Track KPIs: brand visibility, shopper engagement, campaign ROI, and sell-out growth in GT channels. QUALIFICATION 7–10 years of FMCG marketing experience, including strong foundation in brand management and trade/shopper marketing.Proven success in shopper or activation campaigns within Dairy, Beverage, or Food industries.Deep understanding of shopper behavior in GT channels and traditional trade environments.Strong strategic thinking with the ability to link brand vision to field execution.Creative yet commercial mindset; sharp understanding of ROI and campaign impact.Excellent project management and cross-functional collaboration skills.Skill in agency briefing, campaign evaluation, and digital engagement measurement.Bachelor’s degree in Marketing, Business Administration, or related field.