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About the Role

Lead the development and execution of shopper activation strategies across all retail channels to drive category growth, increase brand visibility, and accelerate e-commerce performance. This role requires a blend of FMCG shopper marketing expertise and digital commerce capabilities to create seamless omnichannel shopper experiences.

Responsibilities

Develop and lead the annual shopper marketing strategy aligned with business objectives, brand priorities, and retailer growth plans.
Translate consumer and shopper insights into impactful retail activation programs that drive conversion, penetration, and basket growth.
Create channel-specific activation plans across grocery, convenience, discounters, wholesale, and emerging retail channels including online.
Create a score card by brand, channel and activation to clarify ROAS for each activity.
Lead the execution of in-store campaigns, promotions, seasonal activations, sampling programs, and POS initiatives.
Ensure excellence in retail execution and consistency across all customer touchpoints, tracked and post-evaluated.
Own and drive the company’s e-commerce strategy across pure-play, grocery online, quick commerce, and retailer media platforms.
Develop digital shelf excellence standards including content optimisation, SEO, product imagery, enhanced content, and online visibility.
Partner with key retail customers to grow online sales, share of search, conversion, and basket penetration.
Lead online promotional planning and retailer media investment strategy.
Monitor e-commerce KPIs including traffic, conversion, ROAS, share of search, ratings/reviews, and digital availability.
Identify new digital commerce opportunities, platforms, and partnerships to accelerate growth.
Build strong collaborative relationships with Sales, Category, Commercial Planning and Brand Marketing teams.
Partner with key retail customers to create joint business plans and category-driving shopper programs.
Lead agency relationships across shopper activation, retail media, creative, and digital commerce.
Influence senior stakeholders with data-driven recommendations and performance insights.
Utilise shopper, category, and market data to identify trends, opportunities, and growth drivers.
Analyse campaign effectiveness and ROI to optimise future investment decisions.
Develop clear KPIs and reporting frameworks for shopper marketing and e-commerce performance.
Track competitor activity and emerging FMCG retail trends.
Lead, coach, and develop a high-performing shopper marketing and e-commerce team.
Foster a culture of innovation, agility, accountability, and collaboration.
Manage budgets effectively to maximise return on investment.

Requirements

8–12+ years’ experience in Shopper Marketing, Trade Marketing, Category Management.
E-Commerce experience within FMCG.
Strong experience working with major grocery retailers and omnichannel customers.
Proven track record of developing successful shopper activation and e-commerce growth strategies.
Deep understanding of retail media, digital shelf optimisation, and online shopper behaviour.
Strong commercial acumen with the ability to translate insights into actionable growth plans.
Excellent stakeholder management and influencing skills.
Experience leading cross-functional teams and external agencies.
Analytical mindset with strong understanding of shopper and sales data.

Skills

Strategic Thinking
Commercial Leadership
Shopper & Consumer Insight
Digital & E-Commerce Expertise
Customer Relationship Management
Data-Driven Decision Making
Innovation & Agility
Team Leadership & Development

Location

Work Type

Full-time

Experience Level

8-12+ years

About the Company

FBC UK, Fox's Burton's Companies, bakes the UK's most incredible biscuits.
FBC UK was formed by the combination of Burton's Biscuits and Fox's Biscuits.
Home to iconic brands including Maryland, Fox's, Jammie Dodger & Rocky.
Proud manufacturing partners to top UK retailers and household names.
Operates eight bakeries across the UK and employs circa 4,000 colleagues.
Committed to building an inclusive workforce that feels empowered.
Embraces diversity, equity, and inclusion (DEI) to create a supportive environment.
Provides formal and on-the-job learning opportunities for professional and personal growth.
Believes FBC UK is a more prosperous and fun place to work when people feel free to be themselves.
Values authenticity, entrepreneurship, and mutual support.

Equal Opportunity

FBC UK is committed to building a diverse and inclusive culture in which all employees feel welcomed and appreciated and have the same opportunities.
Believes all employees are equally talented in their own way.
Provides employees with the means to succeed personally and professionally, enabling them to craft their journey at FBC UK.
The diversity of talents makes the work environment multicultural, innovative and highly rewarding.