Shopper & Customer Marketing Lead - Modern Trade, Key Retail, Out of Home

As the Shopper & Customer Marketing Lead – Modern Trade, Key Retail, Out of Home, you will play a key role in executing Lipton Teas & Infusions’ customer and shopper marketing strategy across priority channels. You will act as the critical interface between Marketing, Sales, and our key trade customers, delivering best-in-class activations, driving category growth, and ensuring that brand strategies are translated into winning in-store and out-of-home executions.

Your mission is to bring the voice of the shopper into every touchpoint while leading the development and execution of data-driven, insight-led campaigns that enhance brand visibility, conversion, and long-term shopper loyalty.

Key Responsibilities:

Channel Strategy & Execution

• Develop and implement channel-specific shopper marketing strategies for Modern Trade, Key Retail, and Out of Home segments.
• Translate brand and category strategies into customer-centric plans, tailored for each channel’s unique dynamics and shopper behaviors.
• Collaborate with Sales and Category teams to co-develop trade initiatives that align with retailer goals and Lipton's commercial strategy.

Shopper Marketing Activation

• Lead the planning and rollout of integrated shopper marketing programs, including in-store visibility, seasonal campaigns, sampling programs, and digital/omni-channel experiences.
• Drive innovation in shopper engagement across touchpoints, ensuring Lipton stands out at the point of purchase.
• Partner with key customers to develop joint business planning (JBP) initiatives that deliver mutual value and long-term category growth.

Performance Management & ROI

• Track and evaluate campaign performance and ROI using both qualitative and quantitative tools.
• Conduct post-campaign analysis to capture learnings and optimize future initiatives.
• Support the Head of Shopper & Customer Marketing in budget tracking and annual planning processes for your channels.

Cross-Functional Collaboration

• Act as a key point of contact between Marketing, Sales, Trade Category Management, and external partners/agencies.
• Ensure perfect execution and alignment of marketing initiatives across functions and customer teams.
• Support new product launches and promotional rollouts in collaboration with brand and category teams.

Customer & Retailer Engagement

• Build strong relationships with key retail partners and out-of-home stakeholders to ensure Lipton is viewed as a strategic, value-adding partner.
• Co-create customer activation calendars and leverage shopper insights to influence decision-making at the customer level.

Key Measures of Success:

• Execution excellence and shopper program rollout in Modern Trade, Key Retail & OOH
• Growth in category share and brand presence within priority customers
• Improvement in return on marketing investment (ROMI)
• Delivery of key customer engagement and JBP targets
• Effective cross-functional collaboration and stakeholder satisfaction

Knowledge, Skills & Qualifications:

• Experience: 7+ years in shopper marketing, customer marketing, or trade marketing within FMCG, with proven success in Modern Trade and Key Retail channels. Out of Home (OOH) experience is a plus.
• Channel Expertise: Strong understanding of shopper behaviors, path-to-purchase strategies, and channel-specific tactics.
• Analytical Mindset: Comfortable with data interpretation, KPI tracking, and drawing actionable insights.
• Project Management: Highly organized with the ability to manage multiple campaigns, timelines, and stakeholders simultaneously.
• Customer-Centric Approach: Able to co-create solutions with customers that deliver mutual value.
• Collaboration & Communication: Strong interpersonal and communication skills to work cross-functionally and externally.
• Education: Bachelor’s degree in Marketing, Business, or related field. Master’s degree is a plus.