Job Title: EMEA Shopper & Trade Marketing Lead
Reporting to: EMEA Commercial and Operational Director
Team: EMEA Commercial
Location: Chippenham, Wiltshire (UK HQ)– 2 days a week
The purpose of the EMEA Shopper and Trade Marketing Lead is to ensure our brands win where purchasing decisions are made across retailers, pharmacies, marketplaces and trade partners.
This newly created role has responsibility to build and define the shopper and trade marketing agenda from scratch across EMEA, sitting at the intersection of Commercial, Marketing and E‑Commerce, this role translates brand strategy into retailer-relevant activation, driving visibility, conversion and growth.
What success looks like as an EMEA Shopper and Trade Marketing Lead
- Stronger retailer partnerships and engagement
- Improved in-store and online visibility
- Shopper activation that drives conversion and sales
- Clear alignment between brand strategy and retail execution
- A scalable, clearly defined shopper and trade marketing function
What you’ll be responsible for
Own the Shopper & Trade Strategy
- Develop the overall shopper and trade marketing strategy across EMEA markets and key retail partners
- Translate brand strategies into compelling, shopper-led retail and pharmacy execution that drives both sell-in and sell-out
- Identify opportunities to strengthen presence across the path to purchase, from awareness through to conversion
Retailer Activation & Execution
- Lead shopper-led activation programmes across pharmacy chains, retail partners, marketplaces, wholesalers and distributors
- In-store activation, retail media, merchandising and POS, shopper campaigns and promotional strategy in partnership with SRM
- Ensure execution is consistent, scalable and aligned with brand positioning
Shopper Insight & Category Thinking
- Build deep understanding of shopper behaviour, missions and category dynamics alongside category manager
- Use insight and retail data to inform activation, messaging and execution
- Champion a shopper-first, insight-led decision-making culture
Product, Price, Place & Promotion Ownership
- Translate portfolio strategy into retailer-relevant assortments and hero SKU focus, informed by SRM Manager collaboration
- Partner with Commercial and SRM on price architecture, promo mechanics and value communication
- Define channel- and format-specific execution strategies
- Own shopper activation frameworks and optimise promotional effectiveness and ROI
Integrate Brand, Commerce & Retail Execution
- Ensure brand campaigns translate effectively into retail and shopper environments
- Deliver consistent brand presence across the full purchase journey
Regulatory & Compliance Alignment
- Ensure all shopper and trade materials are compliant with regulatory and medical standards
- Embed compliance into planning, approval and deployment processes
Ways of Working, Measurement & Capability Building
- Establish ways of working, playbooks and toolkits for shopper and trade marketing
- Define KPIs and scorecards to track visibility, execution quality and conversion
- Embed a test-and-learn culture to drive continuous improvement
We’re looking for an experienced shopper and trade marketing leader
- Experience from FMCG, consumer health, beauty, or retail, with a strong grasp of retailer dynamics and customer planning.
- Someone who has successfully built structure, processes, and capability in newly created positions, ideally with exposure to regulated or pharmacy environments.
- Commercially sharp, deeply shopper focused, and a self starter who thrives in ambiguity.
- An effective collaborator with commercial teams and is comfortable operating in a fast paced, private equity backed environment.