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About the Role

TRIP is seeking a Head of Shopper Marketing to lead UK and EU shopper marketing strategy, translating brand and commercial priorities into activation that drives retail growth. This role owns the shopper investment budget with a focus on ROI, ensuring effective allocation and tracking of retail spend.

Responsibilities

• Define and lead the UK and EU shopper marketing strategy, aligned to brand and commercial priorities.
• Develop annual and quarterly shopper activation plans by retailer, channel, and market, with clear revenue and ROI targets.
• Own the shopper marketing investment budget, allocating spend with discipline and tracking return.
• Build the commercial case for shopper investment, presenting payback analysis and incrementality evidence to senior stakeholders.
• Identify and size growth opportunities across grocery, convenience, ecommerce, and specialist channels.
• Lead customer-specific activation plans and contribute to joint business planning with the Sales team.
• Deliver best-in-class in-store execution across displays, POS, secondary sightings, and retail media.
• Own end-to-end execution of NPD launches across retail customers and markets.
• Manage the shopper marketing calendar across UK and EU, ensuring plans are joined up and on-time.
• Partner closely with Sales, Brand, Category, Operations, and Finance to ensure activation plans are commercially sound and operationally deliverable.
• Own the shopper marketing P&L view: tracking investment, monitoring CI and PI deployment, and reporting on activation ROI.
• Build a consistent framework for evaluating shopper investment performance, ensuring learnings are captured and applied.
• Provide regular reporting to the EU Commercial Director on spend, performance, and recommended optimisations.
• Challenge inefficient spend and redirect investment toward higher-return activities without compromising brand standards.
• Lead and develop a small shopper marketing team, setting clear priorities and building commercial capability.
• Manage external agency partners, holding them to clear briefs, timelines, and measurable outputs.
• Build scalable processes and toolkits to support continued UK and EU retail expansion.

Requirements

• Significant experience in Shopper, Trade, or Customer Marketing within FMCG.
• Strong commercial mindset with proven ability to manage and evaluate shopper investment against ROI.
• Experience working with major UK grocery customers and navigating complex retailer relationships.
• Ability to build and present the commercial case for investment to senior internal and external stakeholders.
• Track record of delivering shopper activation that demonstrably drives sales and distribution.
• Experience managing small teams and developing junior commercial talent.
• Strong cross-functional leadership and stakeholder management skills.
• Experience operating in a high-growth or scale-up FMCG environment.
• Familiarity with EU retail markets and international shopper activation.
• Experience with retail media, ecommerce activation, or digital shopper channels.
• Comfortable with EPOS and sales data tools, able to translate data into clear commercial recommendations.

Skills

• Shopper Marketing
• Trade Marketing
• Customer Marketing
• Commercial Acumen
• ROI Analysis
• Retail Execution
• NPD Launch Management
• Budget Management
• Stakeholder Management
• Team Leadership
• Agency Management
• Data Analysis
• EPOS Data Tools
• Retail Media
• Ecommerce Activation

Location

• UK
• EU
• Office: Notting Hill Gate

Work Type

• Hybrid (4 days in office, 1 day WFH)
• Working from Anywhere policy (2 weeks per year)

Experience Level

• Head of Shopper Marketing
• Significant experience in Shopper, Trade or Customer Marketing
• Experience managing small teams

Salary/Compensations

• DOE

Benefits

• Lovely, bright and spacious office 1 minute from Notting Hill Gate station
• Private Healthcare with Vitality including Virgin Gym 50% off
• Holiday: 24 days + birthday off
• 1 Wellness Day
• Pension plan
• TRIP product discount & Friends+Family codes
• Mindfulness support with Calm App membership
• Breakfast and snacks provided
• Sleep support with monthly Dream Drops CBD Oil allowance
• Sabbatical: After 2 years of service, up to 6 weeks
• Dog Friendly office
• Regular team socials & events

About the Company

• TRIP's mission is to create calm in the everyday chaos, offering next-generation wellness products to power lifestyles and nurture mental wellbeing.
• Founded in 2019 by Olivia and Daniel, TRIP is the world’s #1 Calming Beverage Brand, offering award-winning drinks and wellness products crafted with botanicals and adaptogens.
• TRIP has rapidly expanded globally, generating over $100 million in sales and is available in leading retailers and online.
• The vision is to become the global leader in calming drinks and supplements, synonymous with calm.
• The company moves fast, thinks big, and is committed to becoming the defining brand for a generation prioritizing mental wellbeing.