Head of Shopper Marketing

NewPrinces Group

Vacancy Name

Employment Type

Fixed Term

Country

United Kingdom

Location

Liverpool

Business Area

Commercial

Workplace Type

Hybrid

About Princes

The Princes Group has over 7,000 employees with offices and production sites in the UK, Netherlands, Italy, Poland, France and Mauritius. Princes manufactures 350 different food and drink products responsibly sourced and enjoyed by consumers every day. None of this would be possible without striving to be an employer of choice, where our colleagues are proud to represent our business.

Role Description

We are are on the lookout for an experienced Head of Shopper Marketing to join Princes at our Head Office based in Liverpool City Centre.

The Head of Shopper Marketing is responsible for delivering the Shopper Marketing strategy through 2027, while helping to shape the future direction of shopper strategy beyond this horizon. The role provides senior leadership and governance across shopper marketing, ensuring shopper thinking is embedded in Joint Business Plans, brand execution and category strategy.

The role acts as the senior Shopper Marketing lead internally and externally, partnering closely with Sales, Brand, Category and agency teams to deliver effective, insight‑led shopper activation and long‑term growth.

Key Responsibilities

Strategy & Governance

Deliver the Shopper Marketing strategy aligned to brand, category and customer priorities
Shape future shopper strategies to support growth beyond 2027
Own the shopper lens within Joint Business Planning (JBP)
Sign off the annual shopper marketing calendar and budget allocation
Set clear governance, principles and KPI frameworks
Lead ROI and effectiveness reviews of major activations

Retail & Agency Partnership

Act as senior Shopper Marketing partner to key retail customers
Build strong, collaborative relationships with external agencies, setting clear briefs and success measures
Sign off all major activations, agency briefs and post‑campaign evaluations
Represent Shopper Marketing in Brand Days and customer forums

Leadership & Stakeholder Engagement

Lead engagement with senior stakeholders across Sales, Brand, Category and the Leadership Team
Mentor and develop a shopper marketing team of 3, building capability and consistency

Brand & Customer Interface

Lead shopper marketing input into Brand Days and key customer discussions
Support Brand teams with shopper‑led insight and execution guidance

Role Requirements

Skills & Experience

Senior Shopper Marketing, Commercial or Category leadership experience within FMCG
Strong understanding of shopper behaviour, retail dynamics and customer planning
Proven ability to influence at senior stakeholder and customer level
Experience setting strategy, governance and measurement frameworks
Commercially minded, with a focus on effectiveness and ROI
Confident people leader with a passion for capability building

Scope & Impact

Senior leadership role with enterprise‑level influence
Ownership of a significant shopper marketing budget
Key role in driving the effectiveness and credibility of shopper investment
High visibility with internal leadership and retail partners

Success Measures

Successful delivery of the 2027 Shopper Marketing strategy
Clear, credible direction established for future shopper strategy
Strong senior stakeholder and customer confidence
Improved effectiveness and ROI of shopper activity
Elevated shopper capability across Brand, Sales and Category teams

Benefits

Cash car allowance
25 days annual leave plus your birthday off
14.5% pension - 5% employee opt in / 9.5% employer
Hybrid and flexible working - 4 days in office / 1 day WFH
Flexible holiday option - buy 5 additional days
Enhanced family friendly & carers policies
Life assurance cover
Private medical insurance
Critical illness cover
Learning and development opportunities.

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