Shopper & Customer Marketing Lead - Modern Trade, Key Retail, Out of Home

Job description:As the Shopper & Customer Marketing Lead – Modern Trade, Key Retail, Out of Home, you will play a key role in executing Lipton Teas & Infusions’ customer and shopper marketing strategy across priority channels. You will act as the critical interface between Marketing, Sales, and our key trade customers, delivering best-in-class activations, driving category growth, and ensuring that brand strategies are translated into winning in-store and out-of-home executions.Your mission is to bring the voice of the shopper into every touchpoint while leading the development and execution of data-driven, insight-led campaigns that enhance brand visibility, conversion, and long-term shopper loyalty.Key Responsibilities:Channel Strategy & Execution Develop and implement channel-specific shopper marketing strategies for Modern Trade, Key Retail, and Out of Home segments. Translate brand and category strategies into customer-centric plans, tailored for each channel’s unique dynamics and shopper behaviors. Collaborate with Sales and Category teams to co-develop trade initiatives that align with retailer goals and Lipton's commercial strategy. Shopper Marketing Activation Lead the planning and rollout of integrated shopper marketing programs, including in-store visibility, seasonal campaigns, sampling programs, and digital/omni-channel experiences. Drive innovation in shopper engagement across touchpoints, ensuring Lipton stands out at the point of purchase. Partner with key customers to develop joint business planning (JBP) initiatives that deliver mutual value and long-term category growth. Performance Management & ROI Track and evaluate campaign performance and ROI using both qualitative and quantitative tools. Conduct post-campaign analysis to capture learnings and optimize future initiatives. Support the Head of Shopper & Customer Marketing in budget tracking and annual planning processes for your channels. Cross-Functional Collaboration Act as a key point of contact between Marketing, Sales, Trade Category Management, and external partners/agencies. Ensure perfect execution and alignment of marketing initiatives across functions and customer teams. Support new product launches and promotional rollouts in collaboration with brand and category teams. Customer & Retailer Engagement Build strong relationships with key retail partners and out-of-home stakeholders to ensure Lipton is viewed as a strategic, value-adding partner. Co-create customer activation calendars and leverage shopper insights to influence decision-making at the customer level. Key Measures of Success: Execution excellence and shopper program rollout in Modern Trade, Key Retail & OOH Growth in category share and brand presence within priority customers Improvement in return on marketing investment (ROMI) Delivery of key customer engagement and JBP targets Effective cross-functional collaboration and stakeholder satisfaction Knowledge, Skills & Qualifications: Experience: 7+ years in shopper marketing, customer marketing, or trade marketing within FMCG, with proven success in Modern Trade and Key Retail channels. Out of Home (OOH) experience is a plus. Channel Expertise: Strong understanding of shopper behaviors, path-to-purchase strategies, and channel-specific tactics. Analytical Mindset: Comfortable with data interpretation, KPI tracking, and drawing actionable insights. Project Management: Highly organized with the ability to manage multiple campaigns, timelines, and stakeholders simultaneously. Customer-Centric Approach: Able to co-create solutions with customers that deliver mutual value. Collaboration & Communication: Strong interpersonal and communication skills to work cross-functionally and externally. Education: Bachelor’s degree in Marketing, Business, or related field. Master’s degree is a plus.