Head of Shopper Marketing

Overview

In this role you will lead the shopper marketing and e-commerce agenda for FBC UK, driving category growth and online performance. You will collaborate with Sales, Brand Marketing, and Retail Customers to deliver omnichannel experiences and optimise ROAS. You will translate shopper insights into impactful retail activations and own digital commerce strategy across multiple channels.

This is a strategic, cross-functional leadership role in a fast-paced FMCG business that values innovation, inclusion, and measurable impact.

• Develop and lead the annual shopper marketing strategy aligned with business objectives and retailer plans
• Translate consumer insights into activation programs to drive conversion, penetration, and basket growth
• Create channel-specific activation plans across grocery, convenience, discounters, wholesale, and online
• Lead in-store campaigns, promotions, seasonal activations, sampling, and POS initiatives with post-event evaluation
• Own and drive the company’s e-commerce strategy across pure-play, online grocery, quick commerce, and retailer media
• Develop digital shelf standards including content optimisation, SEO, imagery, and enhanced content
• Partner with retailers to grow online sales, share of search, conversion, and basket penetration
• Monitor e-commerce KPIs (traffic, conversion, ROAS, ratings) and identify growth opportunities
• Lead cross-functional teams and agency relationships; manage budgets for ROI
• Develop clear KPIs and reporting frameworks for shopper marketing and e-commerce performance
• Track competitor activity and emerging FMCG retail trends
• Build a high-performing shopper marketing and e-commerce team; foster innovation and collaboration

• 8–12+ years’ experience in Shopper Marketing, Trade Marketing, or Category Management
• E-commerce experience within FMCG
• Strong experience with major grocery retailers and omnichannel customers
• Proven track record of developing shopper activation and e-commerce growth strategies
• Deep understanding of retail media, digital shelf optimisation, and online shopper behaviour
• Strong commercial acumen and ability to translate insights into growth plans
• Excellent stakeholder management and influencing skills
• Experience leading cross-functional teams and external agencies
• Analytical mindset with strong shopper and sales data understanding

• Strategic thinking
• Commercial leadership
• Team leadership
• Digital & E-Commerce Expertise
• Retail media and online SP/advertising
• Digital shelf optimisation