锦鲤求职岗位描述
Lead the development and execution of shopper activation strategies to drive category growth, strengthen consumer engagement, and enhance brand visibility across key channels and touchpoints. This role is responsible for translating category and brand priorities into impactful shopper programs, including roadshows, POSM development, in-store activation, and shopper communication, while ensuring excellence in execution and investment effectiveness.
Key Outputs:
1.Shopper Activation Strategy Development
Develop and implement shopper activation strategies aligned with category, brand, and channel priorities.
Translate consumer, shopper, and customer insights into actionable activation programs.
Identify growth opportunities and recommend activation initiatives to drive recruitment, conversion, and brand penetration.
Build annual activation roadmaps and support commercial planning processes.
2. Roadshow & Experiential Marketing Management
Lead the end-to-end planning, design, and execution of roadshows and shopper engagement events.
Develop activation concepts and experience journeys that effectively communicate brand propositions.
Ensure consistent execution standards across all locations and customer groups.
Evaluate activation effectiveness and continuously optimize future programs.
3. POSM Strategy & Development
Own the development of POSM strategy and design direction across different channels and store formats.
Partner with agencies and internal stakeholders to create shopper-centric materials that enhance visibility and conversion.
Drive innovation in POSM design to improve consumer engagement and shopping experience.
Establish guidelines and best practices to ensure consistency and efficiency.
4. Agency & Cross-Functional Leadership
Lead external agency management, including briefing, creative development, performance evaluation, and budget control.
Collaborate closely with Marketing, Sales, Category Development, Finance to ensure activation plans are effectively implemented.Influence key stakeholders and drive alignment across functions and channels.
5. Investment & Performance Management
Manage activation budgets and ensure efficient allocation of resources.
Define KPIs and measurement frameworks for shopper activation initiatives.
Monitor program performance and provide recommendations to improve ROI and business impact.
Key Experiences:
1. 5-10+ years of experience in MKT, Shopper Marketing, Trade Marketing, Category Development, or Consumer Activation, preferably within FMCG.
2. Strong experience in roadshow management, shopper activation planning, POSM development, and agency leadership.
3. Proven ability to develop activation strategies beyond execution and drive business impact.
4. Strong commercial acumen with deep understanding of shopper behavior and retail environments.
5. Excellent stakeholder management and influencing skills across senior leadership and cross-functional teams.
6. Demonstrated ability to manage complex projects and multiple priorities.