Shopper Marketing Officer

About the role

The Shopper Marketing Officer will lead the creation and execution of shopper‑first marketing assets across retail environments. This role bridges brand strategy with in‑store execution, ensuring that messaging reaches shoppers at the optimal moment in their purchase journey.

Key responsibilities

• Translate shopper strategies and brand briefs into clear creative and technical specifications for POSM, shelf graphics, gondola and end‑cap concepts.
• Set message hierarchy and communication strategy for all shopper‑facing materials.
• Manage agency partners from brief through final artwork approval, including concept development, revisions, regulatory checks and delivery.
• Develop tiered POSM suites and a shopper communications framework adaptable to various store sizes and display types.
• Maintain an asset library of approved POSM artwork, specifications and execution guides.
• Design and launch CRM campaigns that turn loyalty data and shopper segmentation into personalized communications.
• Coordinate with retail partners and internal teams on CRM mechanics, timelines and content requirements.
• Support corporate programs such as front‑liner engagement, brand ambassador and loyalty initiatives.
• Oversee vendor selection, costing, specifications and quality checks for POSM production.
• Track POSM compliance, distribution and post‑activity performance to measure conversion uplift and ROI.

Required profile

• Degree in Marketing, Communications, Advertising, Design, Business or a related field.
• Minimum 5 years of experience in shopper marketing, trade marketing, brand communications or a similar FMCG/pharma‑FMCG role.
• Hands‑on experience developing POSM briefs and managing creative or production agencies.
• Familiarity with both modern trade and traditional trade retail environments.
• Experience coordinating CRM campaigns or loyalty program activations is a strong advantage.

Required skills