Shopper Marketing Manager: HPCB GT at Tiger Brands

• You are accountable for the development & delivery of strategic Shopper Plans by Channel/Cluster (incl. digital & e-comm) providing clear direction for category & brand presence, value, & shopper engagement to profitably maximise basket conversion & drive category/ brand growth in line with the Brand Must Win Battles & Commercial Objectives. These plans are to be built on a platform of robust commercial analytics of portfolio & pricing dynamics/scenarios ensuring that competitive brand positioning, shopper/trade value, & business profitability are optimised. You are expected to elevate the contribution of Shopper Marketing within your Business Unit, continuously develop your personal capabilities, and contribute to making Tiger a great place to work.

WHAT YOU WILL DO

CATEGORY & SHOPPER UNDERSTANDING

• Motivate for & deliver Shopper Research, extracting key insights & delivering recommended action plans to leverage the associated growth opportunities
• Scope out & evaluate all shopper media platforms & touchpoints across channels/clusters as a basis for media selection in support of shopper plans
• Undertake deep dive category & basket analytics to identify shopper-led trends, upside opportunities, & potential threats at category & brand across channels/clusters

STRATEGIC SHOPPER PLANS

• Work closely with Marketing to develop strategic shopper plans (incorporating shopper presence, value, & engagement) in support of brand equity building/share gains, innovation launches, & purchasing behaviour to drive brand participation in targeted consumption occasions & usage, determining & managing associated shopper activation budgets
• Collaborate with Trade Marketing to build Channel/Cluster “Look of Success,” launch GTM plans, & shopper campaigns to deliver the strategic shopper plans as well as Channel/Custer/Customer specific initiatives to take advantage of identified basket conversion opportunities for category / brand.
• Support Trade Marketing in building commercial arguments for customers & providing strategic shopper inputs into Joint Business Planning & Category Reviews.
• Quarterly strategy reviews are to be undertaken and Shopper Marketing Plans revised accordingly in response to changing market dynamics, new opportunities, & Identified risks.

REVENUE MANAGEMENT

• Work closely with Revenue Management & Trade Marketing to:
• Review pack:price architecture by channel/cluster to competitive satisfy shopper needs & optimise range performance for TB & the trade
• Determine optimised promotional mechanics & pricing levels by channel/cluster to drive brand switching & profitably build basket size/mix in line with shopper plan.

PERFORMANCE MANAGEMENT

• Ensure that all shopper marketing plans are executed on time & in full, delivering the objectives/ROI set, timeously addressing delays & shortfalls
• Proactively drive launch GTM to maximise the impact & traction of brand innovations in targeted trade outlets
• Prepare routine reviews of category & brand performance (sales out / basket KPIs) detailing causes of gaps & proposing responsive actions to address shortfalls & capitalise on opportunities
• Support Trade Marketing in Customer Reviews & JBP Status Updates with shopper-led insights & recommendations on growth driving initiatives.

WHAT YOU NEED TO BRING

SHOPPER LEADERSHIP

• Leverage understanding of shoppers & their role of in category/brand growth to build credibility with & establish effective working relationships with marketing, Trade Marketing, RM, Sales, & Ops, whilst establishing credibility & influence with key customer.

ANALYSIS & INSIGHTS

• Demonstrated understanding of the key processes of shopper analytics, with confidence in working across market, basket and research data to extract meaningful and actionable insights.

PROJECT MANAGEMENT

• Effective project management skills, proactive performance management and commitment to the achievement of business objectives set.

IMPACTFUL COMMUNICATION

• Strong communication and presentation skills to build compelling shopper stories that engage and influence both internal & external audiences securing their active support.

EXPERIENCE

• 3-year Bachelor Degree in a commercial field
• 2-3years work experience across FMCG Trade/Category/RM
• Category management experience is advantageous
• Time in Brand Marketing is considered useful.

WHAT YOU WILL BE MEASURED ON

GROWTH PIPELINE

• Achievement of the total budget for the Business Unit (NSV / Volume/ Margin / EBIT)
• Execution Excellence of Perfect Stores, Innovation GTM, & Pricing
• Delivery of Shopper Marketing Plans

SATISFY CUSTOMER NEEDS

• Customer Rating of Customer Marketing
• JBP Live & Act

EFFECTIVE COST MANAGEMENT

• ROI on shopper campaigns & promo pricing
• Activation & expense budgeting

AUDIT FINDINGS

• No negative audit findings