Shopper Activation Manager

Purpose of role:

The role is responsible for driving shopper conversion and sales performance by developing and executing impactful shopper activation programs, promotional campaigns, and retail engagement initiatives across channels. Ensure point-of-sale (POS) excellence through compelling activations, strong in-store execution, and effective management of Product Advisors and retailer shop floor teams. Leverage shopper insights, execution data, and mystery shopper results to continuously enhance shopper experience, brand visibility, and commercial outcomes

Responsibilities include:

Shopper Insights

• Analyze shopper behavior, purchase drivers, and market trends to identify activation opportunities and optimize shopper engagement.
• Translate shopper and customer insights into actionable retail strategies, partnering with Marketing, Category Management, and Sales to drive effective campaigns.
• Leverage retailer and market data, competitive intelligence, and retail trends to enhance activation effectiveness and continuously improve performance

Channel & Shopper Activation

• Develop and execute shopper activation and promotional programs across channels, ensuring alignment with brand campaigns and product launches.
• Collaborate with Sales and Key Account teams to deliver tailored retailer-specific activations that drive shopper engagement and conversion.
• Manage agency and vendor partners to ensure effective execution of promotions, product demonstrations, and retail activation initiatives

In-store Execution

• Drive excellence in in-store activation execution by ensuring compliance with merchandising standards, POS materials, displays, and promotional visibility requirements.
• Collaborate with field sales teams and conduct regular market visits to monitor execution quality, resolve gaps, and ensure timely delivery of activation plans.
• Enhance shopper experience and point-of-purchase visibility through continuous evaluation and optimization of retail execution across channels.

Performance Tracking

• Monitor activation and promotional performance against KPIs, including sales uplift, conversion, and ROI.
• Track execution compliance, POS visibility, and field productivity to ensure activation effectiveness across channels.
• Generate performance insights and recommendations to optimize future activations and drive continuous improvement

Mystery Shopper Management & Results

• Develop and manage mystery shopper programs to assess shopper experience, service quality, product knowledge, and retail execution standards.
• Analyze findings to identify performance gaps and drive improvement actions with field teams, Product Advisors, and retail partners.
• Leverage mystery shopper insights to support coaching, training, and continuous optimization of activation effectiveness.

Product Advisor Management

• Lead and optimize Product Advisor programs to drive sales, shopper conversion, and execution excellence across retail locations.
• Develop Product Advisor capabilities through training, coaching, performance management, and compliance monitoring.
• Enhance motivation and retail advocacy through incentive programs, strong retailer partnerships, and effective field team collaboration

Who are you?

• Bachelor's degree in Marketing, Business Administration, Retail Management, or related field.
• Minimum of 5 yearsexperience in Shopper Marketing, Trade Marketing, Retail Operations, Activation, or Sales within FMCG, Beauty, Consumer Health, or Consumer Goods industries.
• Experience managing Product Advisor, Beauty Advisor, Promoter, or Retail Demonstrator programs.
• Strong understanding of shopper behavior, retail execution, and promotional effectiveness
• Experience working with agencies, retail partners, and cross-functional teams. 
• Strong analytical, project management and stakeholder management skills.
• Data-driven and strategic mindset, with the ability to analyze market trends and sales performance to inform decision-making.
• Strong strategic thinking and executional skills, capable of building for simplicity and attention to detail