Shopper Activation Manager

Role Purpose:

The Shopper Activation Manager plays a key role in how WaterWipes engages with shoppers online and offline in key European markets. This position is responsible for translating global brand strategies into locally relevant, disruptive shopper experiences that drive conversion and loyalty. By leading the development and execution of omni-channel activation plans, the role ensures WaterWipes maintains a consistent, premium presence across retail and e-commerce platforms. Acting as the voice of the shopper within the organisation, this role influences brand positioning, informs commercial decisions, and fosters collaboration across marketing, sales, and global teams. Success in this role directly contributes to achieving regional NSV targets, strengthening category leadership, and accelerating brand penetration in competitive FMCG environments.

Role Responsibilities:

Omni-Shopper Strategy & Planning

• Lead the development and execution of annual omni-shopper marketing plans for France, Spain, and Poland, ensuring alignment with global brand strategy and regional NSV targets.

• Translate global toolkits into locally relevant activation plans that resonate with shoppers and drive conversion.

• Develop integrated online and offline strategies that deliver a seamless shopper experience across all touchpoints.

Digital & Content Activation

• Create and manage best-in-class digital content and assets for e-commerce platforms, ensuring adherence to “perfect screen” principles.

• Proactively identify opportunities for digital innovation and content optimisation to enhance shopper engagement and brand visibility.

• Maintain product and supplier databases (e.g., Brandbank, Syndigo) to ensure accurate and up-to-date content across all channels.

Campaign Execution & Commercial Collaboration

• Partner with commercial teams to design and deliver customer-specific activations, ensuring timely execution and measurable impact.

• Support portfolio extensions and innovation launches with tailored shopper marketing plans that maximise penetration and sales.

• Monitor and report ROI for all activations, providing actionable insights to optimise future campaigns.

Stakeholder & Agency Management

• Build strong relationships with retail partners, distributors, and internal teams to ensure alignment and collaboration on shopper initiatives.

• Manage external agencies, providing clear briefs and overseeing quality and timeliness of deliverables.

• Coordinate internal approvals and compliance with brand guidelines for all shopper marketing materials.

Operational Excellence & Governance

• Manage budgets for areas of responsibility, ensuring efficient allocation and optimisation of resources.

• Oversee POS print tenders, comparing supplier responses against budget and quality targets.

• Ensure compliance with internal processes, regulatory requirements, and global brand standards.

Innovation & Category Leadership

• Stay abreast of emerging trends in omni-shopper and trade marketing, piloting new approaches to disrupt the shopper journey.

• Collaborate with insights teams and agency partners to translate shopper and category insights into impactful campaigns.

• Position WaterWipes as a category leader with key customers through best-in-class shopper marketing initiatives.

(This is not an exhaustive list and may be subject to change and amendment)

Qualifications, Skills & Experience

Essential (Non-Negotiable)

• 3–5 years of proven experience in shopper marketing or omni-channel activation within a CPG/FMCG environment.

• Demonstrated success in developing and executing integrated shopper marketing programs across online and offline channels.

• Strong understanding of e-commerce activation principles and digital content optimisation.

• Proficiency in managing product content platforms (e.g., Brandbank, Syndigo).

• Budget management and ROI analysis experience.

• Excellent communication and presentation skills for customer-facing interactions.

• Strong collaboration skills to work effectively in a matrix organisation.

• Commercial acumen with the ability to align shopper initiatives to business objectives.

• Fluency in English and French (spoken and written).

Desirable (Value Adding)

• Experience in multi-market roles within EMEA FMCG environments.

• Exposure to global-to-local toolkit adaptation and brand governance processes.

• Additional European languages (Spanish, Polish, German, Dutch).

• Familiarity with emerging digital marketing tools and omni-channel trends.

• Experience working with external agencies and managing POS production.

Qualifications & Certifications

• University degree in Business, Marketing, or a related discipline.

• Certifications: Digital Marketing or Shopper Marketing certifications are an advantage.

• Candidates without formal qualifications may be considered if they have 5+ years of directly relevant experience delivering comparable impact.

WaterWipes Competencies to Perform the Role

• Accountability: Demonstrates reliability by meeting deadlines for campaign launches and proactively resolving issues without escalation.

• Decision Making: Communicates rationale for decisions clearly and considers both short-term campaign impact and long-term brand positioning.

• Driving for Results: Tracks KPIs for activations, adjusts plans as needed, and consistently achieves agreed performance metrics.

• Integrity: Ensures compliance with regulatory standards and brand governance in all shopper marketing materials.

• Teamwork: Actively contributes to cross-functional planning sessions and leverages expertise from others to optimise outcomes.

• Inspiring Others: Recognises contributions from partners and fosters a culture of shared success in shopper marketing projects.

Functional Competencies Specific to the Role

• Omni-Shopper Marketing Expertise: Ability to design and execute integrated online/offline shopper activation plans.

• Digital Content Management: Proficiency in managing product content platforms (Brandbank, Syndigo) and ensuring “perfect screen” compliance.

• Budget & ROI Management: Skilled in financial planning, cost optimization, and performance analysis of activations.

• Stakeholder Engagement: Strong capability to manage external agencies, retail partners, and internal cross-functional teams.

• Category & Shopper Insights Application: Ability to translate insights into actionable campaigns that drive penetration and category leadership.

Why work for us?
‘The WaterWipes Way’ is underpinned by our Values of: Bravery, Excellence & Respect
We look for individuals who will drive acceptable actions and behaviours that will reflect our vision and values.

WaterWipes offers all the benefits of an established global brand, along with the exciting possibilities of an organisation that lives and breathes change.

There are so many reasons to join us on our ambitious journey to becoming an iconic global brand. Check out our careers page to find out more !