Overview: As Impulse & Discounters Marketing Manager, you will lead omnichannel marketing strategy & activation for the traditional trade impulse channel, including wholesale, convenience, forecourts, and the discounters channel. The critical success factor for this role is the ability to understand the Impulse channel and the nuances within the sub-channels of wholesale and convenience, in order to build strategic, next-gen marketing strategies across B2B & B2C, leveraging new and existing marketing platforms, tools, & data to optimize marketing mix for the best potential business impact.
You will work collaboratively with the commercial leads to strengthen end-to-end capabilities and set future channel directions with a focus on digital-first, data-driven campaigns.
Responsibilities
1. Strategize, plan, and deliver Impulse marketing strategy and activation plans across wholesale, convenience, forecourts, & discounters, in close connection with brand & commercial partners.
2. Create bespoke campaigns for strategic customers where relevant.
3. Lead development of Trade Press Strategy and manage relationships with Cirkle.
4. Own and manage the budget for total Impulse & discounters, tracking monthly and flagging risks.
5. Drive post-campaign evaluations to derive learnings and inform future strategies.
6. Establish a performance mindset by leveraging data to optimize campaigns for strong ROI.
7. Build capability and drive thought leadership within the omnichannel marketing team and broader impulse commercial team, enabling continuous progress and upskilling on media activation best practices.
8. Manage cross-functional partnerships and relationships across internal teams (Sales, Marketing, Corporate, media functions) and external partners (agencies, suppliers, customers).
9. Oversee execution of retail activities such as POS, KPM engagement, sampling, consumer activations, and trade days with wholesalers, as well as managing trade press relationships like with Cirkle.
Qualifications
* This role is customer-facing and requires knowledge of the retailer environment, connecting with marketing and trading teams.
* Team leadership experience, including motivating, coaching, and mentoring team members.
* Strong organizational and project management skills.
* Excellent written and verbal communication skills.
* Results-oriented with the ability to extract actionable insights from data.
* Desirable: Experience in FMCG sales or marketing, understanding key marketing mix levers, and connecting brand & commercial priorities.
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