Owns the shopper-facing activation of the brand plan at a strategic customer, channel or category: the path-to-purchase strategy, the retail-media and in-store activation calendar, the joint marketing plans negotiated with retailers and media partners, the agency relationships and the shopper marketing budget. Success is judged on activation return (sales uplift, share and penetration at the customer), campaign delivery against plan, retail-media and promotional efficiency, and the quality of the bridge between Brand, Sales and the customer.
8 of the role's 17 target skills, the ones that weigh most
Shopper Insights
Where this role typically leads
Levels and target skills come from Saganom's role library: 129 consumer-goods roles, each checked against the published ladders of nine professional bodies. A self-check is a starting point, not a verdict; in the app, a manager or colleague confirms a level when you ask them.
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