Shopper Marketing Officer

Key Responsibilities

POSM Content and Strategic Direction

• Translate shopper strategies and brand briefs into clear, shopper-first creative and technical briefs for POSM, shelf graphics, gondola and end cap concepts, and secondary visibility solutions.
• Set the message hierarchy and communication strategy for all shopper-facing materials and ensure the right message reaches the shopper at the right moment in their purchase journey.
• Manage creative and production agency partners from brief to final artwork delivery, including concept development, revisions, regulatory pre-check, and final approval.
• Develop tiered POSM suites and shopper communications framework across retail environments, ensuring materials are fit for purpose at every store size and display type.
• Maintain an asset library of approved POSM artwork, specs, and standard execution guides for reuse and version control across campaigns.
  
  

• Develop and deploy shopper-targeted CRM campaigns, translating loyalty data and shopper segmentation into personalized communications that drive engagement, trial, and repeat purchase across key retail partner platforms.
• Coordinate with retail partners and internal stakeholders on CRM campaign mechanics, timelines, and content requirements.
• Track CRM campaign performance and translate results into recommendations for future activations.
  
  

• Support the stewardship of corporate programs including frontliner engagement, brand ambassador, and loyalty initiatives and ensure that these programs are grounded in shopper reality and aligned with commercial objectives.
• Maintain the connection between SMG and the Corporate Brand Group, coordinating on materials, timelines, and program standards.
  
  

• Manage vendor selection, costing, specifications, and quality checks for POSM production and delivery for Shopper Marketing initiatives.
• Track POSM budgets, monitor spend versus plan and identify cost efficiencies without compromising execution quality.
  
  

• Track in-store POSM compliance and distribution across activations for Shopper Marketing initiatives.
• Run post-activity analyses on shopper campaigns and POSM placements, measuring conversion uplift and ROI and recommending improvements for future cycles.
  
  

• Degree in Marketing, Communications, Advertising, Design, Business, or a related field.
  
  

• At least 5 years of experience in shopper marketing, trade marketing, brand communications, or a related FMCG or pharma-FMCG role.
• Hands-on experience developing POSM briefs and managing creative or production agencies through the full brief-to-delivery cycle.
• Exposure to both modern trade and traditional trade retail environments preferred.
• Experience with CRM campaign coordination or loyalty program activations is a strong advantage.
  
  

• Strong creative judgment, able to evaluate whether a communication concept serves the shopper's purchase moment.
• Attention to detail and maintains high standards on artwork files, specs, and execution quality, understands that what shows up at shelf is the final test.
• Clear, concise brief-writing skills can translate a complex strategy into a focused, actionable creative brief.
• Basic regulatory awareness in a pharma or health and wellness context, understands that claims require substantiation and knows how to flag compliance risks early is an advantage but not a requirement.
• Solid project management skills, able to manage concurrent campaigns, multiple agency partners, and cross-functional stakeholder timelines.
• Proficiency in MS Office and PowerPoint; familiarity with Adobe Illustrator or Photoshop is a plus.
• Comfortable working with retail data, sell-out reports, and basic ROI calculations.