Ice Cream Shopper Marketing Executive

As the largest ice cream company in the world, we have over 100 years of experience in delivering smiles, and we plan to continue this for many more years to come. If you are in the current Unilever Ice Cream business or considering working for the newly separated Ice Cream business, you will work for the Global leading Ice Cream player in a growing category where we are part of the 1 trillion snacking and refreshment industry, growing consistently at high pace. We are investing to unlock the full growth potential of Ice Cream as a standalone entity, once we separate from Unilever, which is planned to happen by November 2025.

Committed to innovation, quality, and sustainability we have 35 brands, including 3 one billion Euro brands (Magnum, Wall’s, Ben & Jerry’s), a strong presence in over 60 countries, generating annual revenue of over $8 billion. All brands are driven to transform moments into memories through indulgent yet responsibly made and marketed products. We have a well-developed strategy to deliver growth and value creation which is clear on where to play and how to win.

We turn the ordinary into the extraordinary by designing unique and innovative Ice Cream experiences that make life taste better, creating joyful experiences. In our Ice Cream business, we’re crafting the future through innovation and imaginative minds, creating unique products. We spark moments of happiness for people and within the communities where we operate. However, it is not as simple as it may seem. As Ice Cream makers we are serious about happiness. With warm hearts, we create the coolest products.

JOB PURPOSE:

• Apply Category Shopper Insight: Translate Shopper Insight and support the embedding of insight into the brand building team. Use existing insight from CMI and develop new insight (if necessary) to generate clear barriers and triggers which form the basis for any shopper marketing campaign. They are the experts on how and why shoppers shop a specific category and associated brands. Understands how shoppers shop the Category across different channels.

• Builds Customer relationships and attends Category Brand Cascade for specific Retailers: Responsible for representing the Shopper Marketing plans as part of the annual Brand Cascade and gains Retailer alignment on the programmes to be activated. Aligns content with relevant Retailer Shopper Marketing Manager in advance who will be in attendance. Develops senior level category specific Retailer Marketing relationships where appropriate.

• Develops and executes shopper marketing programmes: Works with Shopper Marketing Manager and Brand teams to align priorities and identifies where shopper activation is suitable to meet the KPIs (behaviour changes measures) of the prioritised JTBD (which can include the activation of Category Value Drivers)

• Allocates the agreed budget to the relevant shopper activation programmes based on channel and retailer priorities.

• Works with their team to create and execute the appropriate shopper marketing programmes in the identified retailers including:

• Briefs creative agency and Shopper Activation Team on key projects.

• Drive Shopper Marketing Return on Investment: Plan and evaluate all category shopper marketing programmes, drawing on previous insight to continually improve efficiency and effectiveness. Use IRI ROI profiling project to drive ROI on touchpoints by retailer within the Category programmes to inform future planning. This information is shared with Retailer Shopper Marketing Managers to facilitate quality conversations with the Retailers.

• Shopper Insights: Knowing shoppers and shopping behaviour and translating insight into actions.

• Shopper Marketing Strategy: The development of strategic shopper marketing options.

• Shopper Marketing Planning: Leading for the development and implementation of the shopper marketing plan.

• Shopper Engagement: Working with agencies, customers, colleagues and experts

• Shopper Impact: Evaluating and learning from Shopper Marketing programmes