Foods PH Shopper Marketing Assistant Manager

Job Title: Foods PH Shopper Marketing Assistant Manager

Location: Bonifacio Stopover Corporate Center, Taguig City (Hybrid)

Job Overview

Lead the development and execution of shopper marketing strategies that accelerate category growth by translating shopper insights into impactful retail and omnichannel activation programs. Partner closely with Customer Development, Category Strategy & Insights, and Marketing teams to create winning shopper experiences that drive penetration, recruitment, conversion, and basket growth across Foods categories.

The role is responsible for developing shopper marketing strategies anchored on category growth drivers, shopper missions, and consumption occasions, transforming these insights into customer-specific activation plans that unlock category and customer growth. This includes identifying opportunities to recruit new users, increase consumption frequency, and premiumize shopper baskets across Foods categories.

The Shopper Marketing Assistant Manager will lead the planning and deployment of shopper activation programs and ensure consistent execution of POSM, merchandising assets, and activation toolkits across priority customers and channels. Working in close partnership with Customer Development teams, the role will co-create mutually beneficial retailer programs that strengthen customer relationships, elevate the shopping experience, and deliver sustainable business growth.

Key Responsibilities

I. Shopper Marketing Strategy & Activation

• Develop and implement shopper marketing strategies aligned with category growth drivers, shopper missions, and consumption occasions.

• Translate shopper and category insights into effective customer-specific activation plans.

• Create impactful promotional and merchandising programs that drive shopper recruitment, conversion, trial, basket growth, and repeat purchase.

• Lead the execution of shopper marketing campaigns across modern trade, general trade, and other retail channels.

• Develop activation concepts, promotional mechanics, and in-store engagement programs that enhance shopper experience.

II. Retail Execution & Deployment

• Lead the deployment and implementation of shopper activations, sampling activities, and in-store engagement programs.

• Manage activation schedules, deployment plans, agency coordination, and rotation requirements to ensure excellent execution.

• Oversee the development and rollout of POSM materials, display assets, toolkits, and merchandising guidelines.

• Ensure consistency, refurbishment, and uniformity of displays, fixtures, and branding assets across different retail outlets.

• Monitor execution standards and compliance across key customer accounts.

III. Merchandising & Creative Development

• Develop innovative merchandising solutions and creative promotional ideas that capture shopper attention and drive conversion.

• Create shopper communication materials, promotional spiels, and activation scripts for field teams and promoters.

• Identify opportunities to enhance shelf visibility, display excellence, and in-store brand presence.

• Bring a strong eye for aesthetics, organization, visual merchandising, and overall retail presentation.

IV. Stakeholder & Customer Management

• Partner closely with Customer Development, Marketing, Category Management, and external agencies to deliver business objectives.

• Build collaborative relationships with retailer partners and internal stakeholders.

• Lead cross-functional coordination to ensure smooth execution of shopper marketing plans.

• Present recommendations, activation results, and growth opportunities to key stakeholders.

V. Performance Monitoring

• Track and evaluate activation effectiveness and shopper marketing ROI.

• Analyze shopper, category, and channel performance to identify opportunities for improvement and future growth.

• Recommend optimization strategies based on insights and post-activity learnings.

Qualifications

• Bachelor's degree in Marketing, Business Management, Communications, or related field.

• At least 3-5 years of relevant experience in Shopper Marketing, Trade Marketing, Category Marketing, Brand Activation, or related commercial functions.

• Fresh graduates will not be considered.

• Experience in Food FMCG is highly preferred.

• Experience handling retail activations, sampling programs, merchandising, and in-store marketing initiatives is preferred.

• Strong shopper marketing and trade activation experience.

• Proven experience managing sampling activities and developing shopper engagement spiels.

• Strong merchandising and display management background.

• Demonstrated ability to generate innovative merchandising and promotional ideas.

• Excellent stakeholder management and cross-functional collaboration skills.

• Strong project management and execution capability.

• Analytical and insight-driven with strong commercial understanding.

• Strong communication and presentation skills.

Preferred Qualifications

• Experience supporting deployment, field activation management, and agency coordination.

• Proficiency in Canva; Adobe Photoshop skills are an advantage.

• Strong visual merchandising capability with a keen eye for aesthetics, display execution, and retail presentation.

• Ability to balance creativity with commercial objectives.

• Comfortable operating as an Individual Contributor while managing multiple stakeholders and projects.