Overview The shopper marketing & retail channel activation manager ensures best in-class shopper programs across the Lay’s brand campaigns. Next to that, he/she builds strong plans to drive PepsiCo brand presence in the retail channel focusing on driving growth through retail media networks and strong customer overlays on all PepsiCo brand campaigns in close collaboration with the Global Business Service (GBS) team.He/She will also be the key driver behind the integration of PEP+ into shopper marketing programs. Responsibilities Retail media Leads retailer media negotiations for Albert Heijn (AH), Jumbo & PLUS Develops multi-brand retailer media yearplans for AH, Jumbo & PLUS in close collaboration with the brand and media team. Coordinates retail media briefs & tool execution for all NL shopper campaigns with input from brand responsible within shopper marketing team. Execution in cooperation with Krakow Business Services (KBS) retail media support. Ensures clear KPI setting per campaign and oversees evaluations done by retail media partners & KBS team Gatekeeper for all retail media tools, ensures he/she keeps the overview in collaboration with KBS retail media support. Accountability for retail & e-commerce channel activation budget Shopper marketing Leads the Lay’s & PEP+ NL shopper activation calendar consisting out of concept creation & Point Of Sale (POS) materials Together with KBS creative support executes field sales program for Lay’s & PEP+ in NL. Work with locally relevant agencies and functions (commercialisation / legal / regulatory / demand planning/ Business Analytics/ perfect store/ finance / sales / marketing agencies) to ensure clear sign off. Works with relevant stakeholders to elevate PEP+ shopper marketing agenda Management of Lay’s shopper budget (financal processing with KBS colleague, review and optimize). Organization Regular meetings with media, brand, ecommerce team to ensure synergy across campaigns Regular meetings with key account responsibles within retail Leads standardization of retailer media evaluations in close cooperation with e-commerce & KBS team Manages 2 FTE in KBS Qualifications Academic Degree, at least 6+ years experience, preferably experience in FMCG and or Sales/(trade) Marketing/Media Strong stakeholder management skills Understanding of brand marketing dynamics Understanding of media KPI’s & planning Experience in agency management Experience in budget management Strong capability to manage within a matrix organization Ability to translate insights into shopper marketing solutions Solid negotiation skills Deep understanding of FMCG and the market landscape Languages: fluent Dutch and English
Academic Degree, at least 6+ years experience, preferably experience in FMCG and or Sales/(trade) Marketing/Media Strong stakeholder management skills Understanding of brand marketing dynamics Understanding of media KPI’s & planning Experience in agency management Experience in budget management Strong capability to manage within a matrix organization Ability to translate insights into shopper marketing solutions Solid negotiation skills Deep understanding of FMCG and the market landscape Languages: fluent Dutch and English
Retail media Leads retailer media negotiations for Albert Heijn (AH), Jumbo & PLUS Develops multi-brand retailer media yearplans for AH, Jumbo & PLUS in close collaboration with the brand and media team. Coordinates retail media briefs & tool execution for all NL shopper campaigns with input from brand responsible within shopper marketing team. Execution in cooperation with Krakow Business Services (KBS) retail media support. Ensures clear KPI setting per campaign and oversees evaluations done by retail media partners & KBS team Gatekeeper for all retail media tools, ensures he/she keeps the overview in collaboration with KBS retail media support. Accountability for retail & e-commerce channel activation budget Shopper marketing Leads the Lay’s & PEP+ NL shopper activation calendar consisting out of concept creation & Point Of Sale (POS) materials Together with KBS creative support executes field sales program for Lay’s & PEP+ in NL. Work with locally relevant agencies and functions (commercialisation / legal / regulatory / demand planning/ Business Analytics/ perfect store/ finance / sales / marketing agencies) to ensure clear sign off. Works with relevant stakeholders to elevate PEP+ shopper marketing agenda Management of Lay’s shopper budget (financal processing with KBS colleague, review and optimize). Organization Regular meetings with media, brand, ecommerce team to ensure synergy across campaigns Regular meetings with key account responsibles within retail Leads standardization of retailer media evaluations in close cooperation with e-commerce & KBS team Manages 2 FTE in KBS