Head of Shopper Marketing and E-Commerce Date: May 13, 2026
Location: London, GB
Place of Work: Hybrid
About the Role We are seeking a commercially driven and consumer‑centric Head of Shopper Marketing & E‑Commerce to lead the development and execution of best‑in‑class shopper activation strategies across all retail channels. This role will be responsible for driving category growth, increasing brand visibility at point of purchase, and accelerating e‑commerce performance for our biscuit portfolio, whilst understanding and tracking ROAS.
Main Responsibilities Shopper Marketing Strategy
Develop and lead the annual shopper marketing strategy aligned with business objectives, brand priorities, and retailer growth plans.
Translate consumer and shopper insights into impactful retail activation programs that drive conversion, penetration, and basket growth.
Create channel‑specific activation plans across grocery, convenience, discounters, wholesale, and emerging retail channels including online.
Create a score card by brand, channel and activation to clarify ROAS for each activity.
Lead the execution of in‑store campaigns, promotions, seasonal activations, sampling programs and POS initiatives
Ensure excellence in retail execution and consistency across all customer touchpoints. All to be tracked and post examined.
Own and drive the company’s e‑commerce strategy across pure‑play, grocery online, quick commerce, and retailer media platforms.
Develop digital shelf excellence standards including content optimisation, SEO, product imagery, enhanced content, and online visibility.
Partner with key retail customers to grow online sales, share of search, conversion, and basket penetration.
Lead online promotional planning and retailer media investment strategy.
Monitor e‑commerce KPIs including traffic, conversion, ROAS, share of search, ratings/reviews, and digital availability.
Identify new digital commerce opportunities, platforms, and partnerships to accelerate growth.
Customer & Cross‑Functional Leadership
Build strong collaborative relationships with Sales, Category, Commercial Planning and Brand Marketing team.
Partner with key retail customers to create joint business plans and category‑driving shopper programs.
Lead agency relationships across shopper activation, retail media, creative, and digital commerce.
Influence senior stakeholders with data‑driven recommendations and performance insights.
Lead, coach, and develop a high‑performing shopper marketing and e‑commerce team.
Foster a culture of innovation, agility, accountability, and collaboration.
Manage budgets effectively to maximise return on investment.
Insights & Performance Management
Utilise shopper, category, and market data to identify trends, opportunities, and growth drivers.
Analyse campaign effectiveness and ROI to optimise future investment decisions.
Develop clear KPIs and reporting frameworks for shopper marketing and e‑commerce performance.
Track competitor activity and emerging FMCG retail trends.
Key Ingredients for the Role
8–12+ years’ experience in Shopper Marketing, Trade Marketing, Category Management.
E‑Commerce experience within FMCG.
Strong experience working with major grocery retailers and omnichannel customers.
Proven track record of developing successful shopper activation and e‑commerce growth strategies.
Deep understanding of retail media, digital shelf optimisation, and online shopper behaviour.
Strong commercial acumen with the ability to translate insights into actionable growth plans.
Excellent stakeholder management and influencing skills.
Experience leading cross‑functional teams and external agencies.
Analytical mindset with strong understanding of shopper and sales data.
Diversity Statement FBC UK is committed to building a diverse and inclusive culture in which all employees feel welcomed and appreciated and have the same opportunities. We believe all of our people are equally talented in their own way. In nurturing the curiosity and natural abilities of our employees, we provide them, generation after generation, the means to succeed personally and professionally, enabling them to craft their journey at FBC UK. The diversity of our talents is what makes our work environment multicultural, innovative and highly rewarding.
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