Title: Customer Marketing Manager, Retail
Function: Commercial Strategy & Planning, UK&I
Reporting line: Via Head of Shopper
Date: October ‘19
The Customer Marketing Team are responsible for two crucial areas:
o Customer engagement; professionalising how Twinings shows up
o Co-creation and execution of growth-driving activations that change shopper behaviour
Delivering our short and long-term growth goals will require new ways of working, both with customers and internally, to engage all audiences in a co-created look of success, and to deliver, then continuously learn from, excellent execution. This role is customer-facing and responsible for both engagement and execution across Tesco, Sainsbury’s, Asda and Morrisons.
o Responsible for planning and delivery of 6-monthly Sales Engagement days, with specific accountability for Cold and Black Tea customer compelling selling stories, and the conversion of macro activation plans into tailored customer plans
o Develop and present business cases for investment, including pre-evaluation, to unlock budget for your proposed customer activations
o Champion the optimal timings for great execution, pushing the business forward to meet the timelines and needs of our customers, thereby overcoming missed opportunities that frequently occur when we’re too late to impact customer plans
o Play a ‘consult’ role within the ‘Tesco Project – 19/20’ to detail the plans, and a ‘responsible’ role in the execution of initiatives, enabling us to deliver our Tesco NSV growth target
o Continuous learning; demonstrate fast learning and communicate what does / doesn’t work in partnership with Connections and Marketing, optimising customer and shopper marketing ongoing and taking responsibility for upskilling the wider business (e.g. quarterly learning-lunch with the business)
o Focus will be across channels; stores, online and convenience. Identify the optimal mix of channel focus and investment to be ‘fit for the future’, whilst optimising profitable growth for the customer and Twinings in the short to medium term
o Influence the commercial planning process by feeding in the necessary strategic & insightful customer and shopper inputs, including overlaying customer-specific objectives and their implications for Twinings to optimise our annual plans
o Responsible for effective secondary-space thinking (strategy), execution and learning for the Retail channel including, for example, the project management of Shippers
Measures of Success:
Improve engagement of and execution within your customers, measured by:
o On-time customer alignment to activations (70%+ take-up target)
o 19/20: Aligning Tesco to a bigger, better calendar of activations vs. prior year
o Stepping our profit per £1 invested effectiveness forward vs. prior year (target an average of break-even for 19/20)
o Maintaining / improving our media efficiency CPM (cost per ‘000 impressions) vs. prior year (equal to or better than £1.77 CPM)
o Maintain / improve relevant scores in Advantage Group Survey
Core People Goals:
o Work in collaboration with Marketing and Connections to deliver aligned plans for key activations
o Champion and improve the understanding of customer and shopper amongst the marketing, insights and innovation teams
o Work closely with the cross-functional teams for your customers to deliver industry-leading tailored compelling selling stories (using SIPS format)
o Identify and close gaps in relationships, ways of working and/or knowledge with the ambition of continuous learning
Customer Marketing Manager, Multiple Grocers
If you’re looking for a career that keeps you motivated, has bags of potential and puts you in a position to make a positive difference to a hugely successful business, Twinings delivers.
- We’re ambitious. You’ll need to be too
- You’re brimming with great ideas
- We do hot-desking. Not hierarchies
- You want a career, not just a job
- You’re a go-getter with a growth mindset
- No dress code. Hurray
- We nurture talent and give everyone the chance to be brilliant
- You’re collaborative, hardworking and a great communicator
- You want to work in a vibrant environment
Reporting to the Head of Shopper, the Customer Marketing Manager is responsible for delivering initiatives that change shopper behaviour in retail spaces, and for professionalising how Twinings show up with customers.
You will design and execute exciting campaigns that transform the way shoppers shop and entice a new generation of shoppers to our categories. Your curiosity will help you build deep understanding of shopper motivations and missions, and you’ll use this insight to demonstrate thought leadership both internally and externally whilst developing category-driving activations for key customers, unlocking profitable volume growth.
You will step Twinings’ relationships with customers on through the design and delivery of compelling selling stories, and by providing the Sales team with the right tools, at the right time, to execute our priority initiatives brilliantly.
Candidates will ideally have a minimum two years’ experience within the consumer goods industry and in customer facing roles. Shopper Marketing experience is NOT a prerequisite; success will be achieved through demonstration of a growth mindset, creativity and being curious about our consumers and shoppers. In addition to these behaviours your ability to turn data into actionable insights and implications, and passion for continuous learning, will make you stand out from the crowd. You will have project and people management/coaching experience helping you set goals and drive on time, on budget delivery in collaboration with the wider business. You’ll have a positive, energetic manner that acts as a magnet to other great people inside and outside of the organisation, and you’ll be confident in the delivery of compelling selling propositions, often direct to key retail customers.
Sound like your cup of tea? To apply, please apply below with a punchy cover note.