Shopper Marketing Lead
3M · Taguig
3M has a long-standing reputation as a company committed to innovation. We provide the freedom to explore and encourage curiosity and creativity. We gain new insight from diverse thinking, and take risks on new ideas. Here, you can apply your talent in bold ways that matter.Job Description:
Key Responsibilities:
Shopper Strategy and Planning
- Develop and lead the shopper marketing strategy for the Consumer Business Group in the Philippines across priority brands, categories, and retail channels.
- Translate brand strategies into actionable shopper activation plans that drive awareness, consideration, conversion, and repeat purchase.
- Identify shopper behavior trends, purchase barriers, category opportunities, and retail execution gaps.
- Build annual and quarterly shopper marketing plans aligned with business objectives, channel priorities, and customer plans.
Retail and In-Store Activation
- Design and execute shopper programs across key retail environments, including modern trade, general trade, hardware, office supply, and other relevant physical retail channels.
- Lead the development of point-of-sale materials, merchandising solutions, promotional toolkits, display programs, and shopper communication assets.
- Ensure shopper activations are relevant to local market needs while aligned with brand guidelines and business priorities.
- Partner with Sales and Key Account teams to customize programs for strategic customers and retail partners.
Category and Customer Collaboration
- Work with Sales, Category, and Customer teams to develop compelling selling stories and shopper activation plans for key accounts.
- Support joint business planning with strategic customers by providing shopper insights, activation recommendations, and category growth opportunities.
- Collaborate with commercial teams to improve in-store visibility, assortment, promotion effectiveness, display quality, and execution standards.
Insights, Analytics, and Performance Management
- Use shopper data, sales performance, retail audit information, customer insights, and market intelligence to guide decisions.
- Define KPIs for shopper programs, including sell-out, conversion, basket size, display compliance, promotion effectiveness, and ROI.
- Track and evaluate campaign effectiveness, capturing learnings and recommending improvements.
- Provide regular performance updates to internal stakeholders.
Budget, Agency, and Project Management
- Manage shopper marketing budgets and ensure effective investment allocation across brands, channels, and customers.
- Lead agency briefing, creative development, production, and execution timelines.
- Ensure all shopper materials and activations are delivered on time, within budget, and in compliance with applicable company standards.
- Coordinate cross-functional project execution from planning through post-campaign evaluation.
Required Qualifications
- Bachelor’s degree in Marketing, Business Administration, Management, Communications, or a related field.
- Significant experience in sales, shopper marketing, trade marketing, brand activation, category management, customer marketing, or commercial marketing, preferably within FMCG, consumer goods, retail, or related industries.
- Strong understanding of the Philippine retail landscape, including modern trade, general trade, and key physical retail channels.
- Demonstrated experience developing shopper programs that drive commercial outcomes.
- Strong project management skills with the ability to manage multiple priorities and stakeholders.
- Experience working with sales teams, key accounts, agencies, and cross-functional partners.
- Strong analytical skills with the ability to convert data and insights into actionable plans.
- Excellent communication, presentation, and stakeholder management skills.
Preferred Qualifications
- Experience supporting consumer categories such as home care, stationery, DIY, household products, office supplies, hardware, or related categories.
- Familiarity with category management principles, customer joint business planning, merchandising strategy, and retail execution.
- Experience managing external creative, merchandising, or activation agencies.
- Prior experience in a multinational company or matrix organization.
Key Competencies
- Shopper and customer insight orientation
- Commercial and business acumen
- Strategic planning and disciplined execution
- Cross-functional collaboration
- Data-driven decision-making
- Creativity in retail activation
- Strong ownership and accountability
- Ability to influence without direct authority
- Adaptability in a fast-moving retail market environment
Success Measures
- Growth in sell-out, market share, or category performance for priority brands and customers.
- Improved shopper conversion through effective retail activations.
- Strong execution of shopper campaigns on time and within budget.
- Measurable ROI and learning agenda for shopper marketing programs.
- Improved visibility, merchandising quality, and retail presence across priority physical channels.
- Effective collaboration with Sales, Marketing, Category, and external partners.
Please note: your application may not be considered if you do not provide your education and work history, either by: 1) uploading a resume, or 2) entering the information into the application fields directly.
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