Title:  E-Commerce Performance Marketing acceleration Lead

Ecommerce Shopper Marketing Acceleration lead

Background

We’re seeking an eCommerce Shopper Marketing Manager to join our ecommerce European team with a focus on accelerating our performance marketing capabilities. This is a capability acceleration role. It is not a role with direct responsibility for driving sales. Instead, it is a role whole purpose is to enable customer-facing country teams, central teams and external partners such as agencies to drive sales at our customers (primarily large grocers with online offers, plus Amazon and quick-commerce as developing channels) in a better way.

Success within the role will require cross-functional collaboration with the central and market eCommerce teams, Media, Marketing effectiveness, shopper, category and brand teams. The scope of the role will cover Europe with a focus on driving our sales at e-grocery.

Key Roles & Responsibilities

• create and embed a pragmatic digital activation planning-to-execution process
  • bring to life a new digital activation & execution framework to determine where, when and how to spend retailer shopper marketing spend to maximise incremental sales
  • collaborate with country ecommerce and marketing activation teams to establish our annual shopper activation strategy and investment plan across digital channels in line with our ecommerce category growth opportunities
  • partnering with brands teams to develop shopper activation e-toolkits and creative catalogues that help execute a best-in-class brand experience and deliver maximum value and relevancy for our shoppers and retail partners
  • evolve the mix of stakeholders, both internal and external, involved in this process

• create and embed measurement & optimization frameworks to understand marketing effectiveness and incrementality
  • establish a common measurement framework to assess in-market digital activations performance across European lead markets
  • accelerate a data & analytics infrastructure to enable marketing effectiveness analysis and optimization across priority retailers, brands, marketing levers.
  • liaise with cross functional experts’ teams (marketing effectiveness, media teams, business analyst, RGM) to build in-depth knowledge of marketing performance drivers and identify growth opportunities
  • Partner with external ad/mar-tech agencies to optimize our e-retail media analytics intelligence and identify growth opportunities
• Consolidate best practices & advance our marketing knowledge
  • build a library of best-in-class marketing activations across priority categories and brands which serves as reference hub for future planning initiatives
  • capture learnings/insights from in-market digital activations to continuous update our view of what best practice is
  • drive a pan-European test & learn agenda to push the boundaries of our knowledge
  • Constantly evolve both your own knowledge and that of engaged stakeholders about the evolving landscape of shopper marketing and retail media
• Win with Amazon: act as the lead for establishing effective marketing investment principles
  • Understand and educate the business on how we must think differently when activating our brands on Amazon.
  • Partner with our local Amazon leads and external agencies to identify the marketing growth levers, review the performance, and codify our learning
  • Engage broader media, marketing, and commercial teams to optimize our full funnel marketing investment strategies (Paid Search, Events, Promotions, Media, Ratings & Reviews and building loyalty)

You will have:

• a minimum of 5 years of Digital Marketing experience leading the development and execution of digital marketing programs and media plans, preferably in FMCG/CPG and/or e-Retail
• experience working with/at a large online grocer is very desirable
• hands-on experience and strong working knowledge of marketing planning and investment strategies
• a thorough understanding of how to leverage marketing tactics to target online shoppers throughout the funnel to drive conversion
• strong data-driven analytical skills with demonstrated ability to deliver insights, and to own and drive improvement of marketing and business KPIs
• proven ability to drive change in a complex, multi-stakeholder and fluid environment
• the ability to think strategically while supporting day-to-day tactical execution
• ideally, Amazon channel marketing expertise including in its wider marketing and media ecosystem
• strong communication skills with an ability to educate and influence cross-functional teams, key stakeholders and external partners
• Challenge & Influencing Skills – experienced & effective at influencing and challenging senior internal stakeholders and agencies.
• a network or community of similar FMCG/CPG professionals is desirable
• be fluent in English – another European language is desirable