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About the Role

The Head of Shopper Marketing is accountable for the performance, strategic direction, capability, and investment effectiveness of the total Shopper Marketing function across On Premise and Off Premise. This role integrates customer, shopper, consumer, and category insights to define a multi-year shopper growth agenda, translating business, brand, category, and customer priorities into distinctive growth platforms and best-in-class execution. A critical focus is building and scaling behavior-shaping consumption platforms that influence choice, occasion, serve, and conversion throughout the path to purchase. The role owns the total shopper investment strategy (budget of $18-20M BTL) and leads a team of 11.

Responsibilities

Set and lead the total Shopper Marketing strategy and 3-5 year strategic roadmap across On Premise and Off Premise.
Translate business, brand, category, and customer priorities into a clear shopper growth agenda and the required capability and investment.
Lead, coach, and inspire the Shopper Marketing department, building common standards, capability, and ways of working across the function and with stakeholders.
Champion customer-centricity by bringing channel/customer needs into the organization and ensuring plans are grounded in customer strategies, channel dynamics, and shopper needs.
Develop and scale insight-led, behavior-shaping consumption platforms that influence shopper and consumer choice, occasions, serves, and conversion.
Lead the annual shopper and channel activation planning process, ensuring integration with Brand, Category, and Sales plans.
Partner with Sales, Category, and Brand to translate insights into persuasive customer propositions and high-impact execution plans.
Own the total Shopper Marketing investment strategy and allocation, establishing investment principles, objectives, budget governance, ROI measurement, and trade-offs.
Lead the evolution and transformation of the Shopper Marketing function, simplifying, standardizing, removing duplication, and scaling proven platforms.
Establish a robust test-and-learn, post-evaluation, and performance management discipline across the function.
Own the strategic shopper marketing approach for NPD and priority innovation, ensuring launch plans are customer-relevant and insight-led.
Build strong collaborative relationships with priority customers, route-to-market partners, and agencies.
Drive executional excellence across channels, ensuring activation is delivered on time, on budget, and in line with objectives.
Identify and unlock synergies across On Premise and Off Premise while protecting the distinct needs of each channel.
Make explicit portfolio trade-offs, share best practices, and create an integrated view of the shopper and consumption journey.

Requirements

10+ years' experience in FMCG Shopper Marketing, Trade Marketing, Customer Marketing, Category, or a related commercial discipline.
Significant experience leading a complex function and multi-channel agenda.
Strong understanding of both On Premise and Off Premise channels.
Ability to integrate distinct customer dynamics, shopper behaviors, and commercial levers into a single portfolio strategy.
Demonstrated experience developing behavior-shaping consumption platforms, occasions, or activation programs that influence choice and drive measurable commercial outcomes.
Deep customer orientation, with experience building customer-relevant strategies and strong relationships with sales teams, customers, and external partners.
Strong commercial and financial acumen, including portfolio-level budget ownership, investment evaluation, ROI optimization, and making disciplined trade-off decisions.
Highly analytical and insight-led, with the ability to connect data and translate it into clear priorities and action.
Proven ability to lead and develop high-performing teams and leaders.
Experience leading through leaders and building capability, succession, accountability, and performance culture across a function.
Strategic thinker with a track record of setting and delivering multi-year functional strategy.
Track record of translating long-term direction into pragmatic, high-quality execution.
Exceptional communication, influencing, and collaboration skills.
Ability to align senior and cross-functional stakeholders around an enterprise-wide agenda and difficult resource trade-offs.
Advanced project and stakeholder management capability.
Track record of leading complex cross-functional programs through to execution.
Demonstrated ability to create scalable, insight-led platforms that influence shopper and consumer behavior and deliver measurable commercial outcomes.

Skills

Shopper Marketing
Trade Marketing
Customer Marketing
Category Management
Commercial Strategy
Multi-channel Strategy
On Premise Channel Expertise
Off Premise Channel Expertise
Behavior-Shaping Platform Development
Insight Generation
Data Analysis
Financial Acumen
Budget Management
ROI Optimization
Team Leadership
Strategic Planning
Execution Management
Stakeholder Management
Communication
Influencing
Collaboration
Project Management

Location

On Premise
Off Premise

Work Type

Full-time

Experience Level

10+ years

Education Level

Tertiary qualification in Commerce, Business, Marketing or a related discipline preferred

Salary/Compensations

$18-20M BTL budget