Global Shopper Marketing Manager Indulgence/Refreshment

WELCOME TO PERFETTI

Perfetti Van Melle is a privately owned company that manufactures and distributes candy and chewing gum in over 150 countries worldwide. Today, Perfetti Van Melle is ranked as the third largest sugar confectionery/chewing gum company in the world, second in Europe, with strong brands like Mentos, Chupa Chups, Fruittella, Frisk and Smint. The ability to develop products, varieties and flavours that meet the different demands and opportunities of markets is one Perfetti Van Melle’s keys to success.

THE OPPORTUNITY

The Global Shopper Marketing Manager serves as the internal gatekeeper of customer and shopper needs. The role ensures that brand activations are relevant, strategically executed in store and effectively drive shopper engagement and conversion.

In your role you will align annual brand plans with the retail category vision to support growth drivers and strengthen selling stories for engaging customer presentations. A key responsibility includes leading the development of global shopper toolkits for major activations - such as new product launches, seasonal campaigns, and key brand initiatives—ensuring consistent in-store execution and adapting brand assets to suit specific channels, shopper occasions, and touchpoints.

What will be your impact:

Shopper Toolkits and Selling Toolkits for NPD (Golden Launches) and Major Campaigns 

• Leads the development of the global Shopper Toolkits & contributes to channel execution guidelines for Golden launches and major brand campaigns including seasonal. This requires strong collaboration with Marketing and other functional areas such as RGM, category and Commercial Insights as well as lead markets to align on launch strategy, key visual assets, and channel importance.
• Launches are supported with an external and internal toolkit. The external toolkit is an insights-based trade selling story that identifies the consumer need / occasion, channel shopper behaviour and channel relevance for the activity while the internal toolkit clarifies the launch guidelines. The Shopper Marketing Manager is key in developing an insights based retail selling story.
• Reviews the performance of launches and collaborates with other teams on building Best Practices for sharing with future launch markets.

Shopper Communication for global brands

• Supports the development of shopper-led playbooks and retail execution strategies that reflect the realities of the store environment and shopper mindset in store execution quality 
• Leads the development of brand shopper toolkits, translating the brand positioning and core brand assets into engaging shopper communication solutions across the Path to purchase.
• Translates the shopper key visuals to channel and occasion relevant communication solutions by touchpoint.
• Leads the development of brand thematic campaigns with agency partners and in alignment with Group Marketing to support an integrated campaign support and roll out.
• Pre-tests campaign assets and investigates effectiveness.

Brand POSM Development

• Detects country needs for POSM development for the brand and supports local or global development.
• Develops a global suite of POSM solutions for channels & touchpoints and develops iconic POSM materials which drive brand fame in store and convert shoppers to buy.
• Lead contact for the regional/global POSM procurement hub platform (under dev.)
• Updates the platform with the latest brand assets for Indulgence projects.
• Collaborates with service providers on development and prototyping of POSM of global scope (e.g. for global launches), including quality and cost standards.
• Uses the platform to review correct local application of guidelines and assets.
• Develops ROI insights together with launch markets.

Other areas:

• Closely collaborate with Refreshment/Indulgence Brand Teams and Category strategy on developing integrated Brand plans which reflect consumer, shopper and customer needs.
• Maps and aligns the brand initiatives to the strategic retail category vision framework.
• Develops the global virtual store platform by maintaining virtual brand assets in the library. Translates those into virtual shopper experiences to visualize touchpoints, launches or activations for the brands in form of flythrough videos or screenshots.
• Develops the global Shopper Marketing community, regularly connects to local teams and aligns priorities and brand activation calendars.
• Develops merchandising guidelines for the brand portfolio or NPD and integrates them into toolkits.
• Assesses needs and leads projects for new capabilities.
• Builds training materials

WHAT WE ARE LOOKING FOR

• Degree qualified in business, marketing, design, or other relevant qualifications
• A minimum of 8 years’ experience working for (preferably) a FMCG or retail company.
• Experience from customer (retail) planning / development roles
• Effective interpersonal communication and consultative skills, both verbal and written
• Pragmatic and action-oriented attitude, ability to translate business needs into solutions
• Ability to manage multiple projects and priorities simultaneously
• High attention to details, particularly with design specifications and design quality  
• Result oriented, with a keen focus on the quality of strategy through to execution
• Ability to effectively engage and influence across all levels of the organisation, including senior leadership
• Sensitivity to intercultural differences within a global group present in all continents
• Team-player who can balance working in a matrix between operating companies, the business units and Perfetti Van Melle functions
• Proven experience in leading challenging projects and track-record of delivering excellent results to deadlines

WHAT DO WE OFFER

• A full-time role (40 hours per week) in an international and dynamic environment
• A competitive salary complemented by a performance-based bonus scheme
• 30 days of annual leave
• Hybrid working model: at least three days in the office, with the flexibility to work remotely for the remainder of the week
• A pension plan through the Stichting Bedrijfstakpensioenfonds voor de Zoetwarenindustrie
• A comprehensive wellbeing and benefits program, including health and life insurance, gym membership discounts, EMPOWR platform, and more
• Office engagement events to foster team spirit and connection

Interested? Send us your resume and or motivation letter. 

For more information we kindly invite you to visit our global website.
Acquisition in response to this vacancy is not appreciated.