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About the Role
This role is critical in understanding, translating, and executing brand strategies to convert shoppers at the point of purchase, ensuring the best brand experience online and offline. It plays a key part in annual and cycle planning processes to ensure high-standard execution plans.
Responsibilities
- Develop shopper insights and convert them into actionable shopper strategies.
- Monitor competitor activity locally.
- Learn from shopper strategies of Opella brands in other markets.
- Understand customer-specific shopper profiles.
- Identify and work towards removing barriers to purchase for online and offline shoppers.
- Act as the voice of the shopper within SSP.
- Participate in the annual Brand Planning process.
- Include shopper strategy components in aligned execution priorities for their brands.
- Translate brand strategy into shopper plans tailored to channel/customer to achieve market share objectives.
- Lead the development of 360° brand activations across all retail channels, focusing on a seamless shopper experience.
- Develop a strong selling story for key initiatives on their brand(s).
- Apply the 6P's (Price, Product, Positioning, Persuasion, Promotion, Place) to build impactful activations.
- Define and track performance metrics, including traffic, conversion and basket size, for key retail initiatives.
- Conduct post-campaign reviews and ROI analysis to optimize future plans.
- Develop and execute the Commercial Calendar for their brand(s).
- Manage budgets and provide regular updates on actuals vs. forecasts.
Requirements
- Minimum 5 years' experience in a Shopper Marketing team or a Brand Execution role within an FMCG and/or OTC environment.
- Ability to leverage existing data, devise where new data is needed, and work with the Consumer & Shopper Insights team on ad-hoc research.
- Ability to translate category and brand strategy into a clear POP vision and prioritised execution plan across all retail channels.
- Strong understanding of fundamental marketing and innovation principles with a category-first approach.
- Strong understanding of input performance metrics and ability to use ROI measures to influence customer activation programs.
- Experience working cross-functionally and managing stakeholders.
- Creates a culture of strong agency partnering, including the ability to challenge positively and honestly.
Skills
- Analytical skills
Location
- Tokyo
Work Type
- Hybrid
Experience Level
- Minimum 5 years' experience
Education Level
- Bachelor's degree in Business / Marketing
About the Company
- B&I Division