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Shopper Marketing Support Manager
manager · Marketing
Job Title: Shopper Marketing Support Manager
Location: Thailand
We are looking for a Shopper Marketing Support Manager to lead the development and execution of shopper-centric strategies and activation plans across key Modern Trade customers, including Lotus's, Tops, and SSPM. This role will drive category growth, brand penetration, and conversion across both in-store and omnichannel environments while serving as the key link between Brand, Sales, and Customers.
Key Responsibilities
- Develop channel-specific shopper strategies based on shopper insights, purchase behavior, shopping missions, and path-to-purchase analysis.
- Define category roles and growth drivers for key retail customers.
- Translate brand campaigns into customer-relevant activation plans that drive shopper engagement and conversion.
- Drive omni-channel integration across offline and online touchpoints.
- Lead the design and execution of Modern Trade activation plans, including promotional mechanics, displays, and in-store media.
- Drive best-in-class in-store visibility and share of shelf.
- Develop customer-specific commercialization plans for key events, mega campaigns, seasonal activities, and Joint Business Plans (JBPs).
- Ensure strong in-store execution through effective POSM deployment and secondary placements.
- Define promotional strategies and mechanics including discounts, bundles, loyalty programs, and shopper incentives.
- Optimize trade spend investment (TSI) and maximize return on investment across customers.
- Partner with Sales Finance and Key Account Management teams to drive profitable growth.
- Lead test-and-learn initiatives for new activation mechanics, including O2O programs, gamification, and loyalty campaigns.
- Partner closely with Brand and Marketing teams to ensure consistent consumer messaging.
- Collaborate with Key Account Managers and Sales teams to align customer strategies and execution priorities.
- Work cross-functionally with Customer Development Operations and Activation teams to ensure execution excellence.
- Align with eCommerce and Digital Commerce teams to deliver integrated omnichannel strategies.
- Track and evaluate activation performance through sell-out analysis, sales uplift, and ROI measurement.
- Leverage Nielsen data, shopper insights, market research, and internal analytics to drive decision-making.
- Build post-campaign evaluations and actionable recommendations for continuous improvement.
- Identify and scale best practices across customers and channels.
- Drive innovation in shopper marketing, including in-store experiences, digital shopper engagement, retail media, and CRM integration.
- Omni-Channel (O2O) Strategy & Integration
- Lead the development of end-to-end omni-channel shopper strategies across physical stores, digital commerce platforms, marketplaces, and retailer applications.
- Define the role of each shopper touchpoint, including in-store, search, product detail pages, CRM, and media, throughout the shopper journey.
- Drive seamless online-to-offline and offline-to-online activation programs that improve conversion and shopper engagement.
- Integrate retail media solutions such as CPAS, sponsored search, and banner advertising into shopper marketing plans.
- Partner with eCommerce and Digital Commerce teams to align assortment, pricing, promotional activities, and campaign amplification strategies.
- Develop customer-specific omni-channel playbooks for key retail partners.
- Leverage first-party data and CRM capabilities to deliver targeted shopper engagement initiatives.
- Monitor and optimize full-funnel performance from awareness and engagement through conversion and repeat purchase.
What We're Looking For
- Strong experience in Shopper Marketing, Trade Marketing, Category Management, Customer Marketing, or related Commercial functions.
- Proven experience working with Modern Trade customers and managing customer-specific activation programs.
- Strong understanding of shopper behavior, category management, retail execution, and omnichannel marketing.
- Experience managing promotional investments and evaluating ROI.
- Strong analytical skills with the ability to translate insights into actionable business recommendations.
- Experience working cross-functionally with Sales, Marketing, Finance, eCommerce, and external partners.
- Excellent project management, stakeholder management, and communication skills.
- Strong understanding of retail media, digital commerce, CRM, and O2O activation strategies is highly preferred.
Unilever is an organisation committed to equity, inclusion and diversity to drive our business results and create a better future, every day, for our diverse employees, global consumers, partners, and communities. We believe a diverse workforce allows us to match our growth ambitions and drive inclusion across the business. At Unilever we are interested in every individual bringing their ‘Whole Self’ to work and this includes you! Thus if you require any support or access requirements, we encourage you to advise us at the time of your application so that we can support you through your recruitment journey.
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