1. JOB PROFILE
1. JOB INFORMATION
Job Title Customer Marketing Manager – Convenience
Department Customer Marketing
Reports to Shopper Activation Controller
2. JOB PURPOSE
- Development of the Carlsberg UK Shopper Activation Plan for the Convenience Channel, with the aim of
Carlsberg being at the leading edge of UK retail. Embed shopper activation as part of the annual business
planning process.
- Execute an insight driven and efficiency focused approach to Shopper Activation. Leverage insight to drive
maximum shopper opportunties to see, shopper engagement, conversion to sales and return on
investment. Understand convenience shoppers to ensure relevant and tailored execution.
- Executing with excellence to maximise shopper conversion into the Carlsberg UK brand portfolio, targeting
convenience shoppers and delivering a platform targeted at influencing and engaging convenience retailers.
3. KEY ACCOUNTABILITIES
- Leads the development and execution of the Carlsberg UK Shopper Activation Plan across the Convenience
Channel, in line with category value drivers, path to purchase insight and Carlsberg brand marketing
objectives.
- Fully responsible for the creation and delivery of the annual Shopper Activation plan for Convenience for
individual customer as part of the business planning process, with the Shopper Activation Executive.
- Understand the needs and priorities of the Convenience Retailers, and business unit teams, delivering an
aligned differentiation strategy covering differentiated packs, shopper marketing and point of purchase
initiatives.
- Play an active role in driving a shopper insight driven approach across different formats to maximise
shopper touch points, shopper engagement/cut-through, conversion into sales.
- Deliver an efficiency focussed approach through pre and post evaluations of all shopper activation in
Convenience, ensuring full financial and shopper behaviour evaluation, and evolve learning and
understanding for future activities.
- Executing all Convenience activations with excellence to maximise shopper conversion into the Carlsberg UK
brand portfolio, through customer specific processes to ensure that all activity is delivered on time and on
budget.
- All shopper activation to be supported with clear and aligned brand and customer objectives, maximise
visibility at point of purchase, and have a compelling tailored selling story based on consumer, shopper and
customer insight.
- Build strong multi level relationships with commercial and marketing across Convenience. Liaise with
customer contacts to ensure the marketing plan is understood by the customer and everyone is clear on
the requirements.
- Conduct weekly store visits to understand and evaluate the impact of competitor and Carlsberg activity in
store.
4. JOB DIMENSIONS

2. Communication - Strong communication and interpersonal skills required as well as strong team
player.
- Ability to discuss insight and tactics with internal and external stakeholders with
confidence.
- Ability to articulate clearly and to present with structure and cohesion.
Teams - Develop strong collaborative relationships with all customer contacts to ensure
activity is delivered on time and in line with expectations.
- Develop strong internal relationships with marketing, sales and category.
5. PROFESSIONAL QUALIFICATIONS / WORK EXPERIENCE
Knowledge
and
Experience
- Experience of Shopper Marketing and Activation in a major FMCG manufacturer.
- Strong shopper, category and customer focus.
- Good knowledge and experience of working within the convenience channel.
- Experienced at working with and managing external agencies.
Skills - Structured and organised, with a strong attention to detail.
- Ability to deliver activity with accuracy and pace.
- Creativity in thinking and execution, with the ability to manager projects.
- Ability to identify industry best practise and embed in Carlsberg.