Responsible for delivering GSK’s annual benchmarks: Net Sales, Share, Profit
Leverage disruptive thinking and analytics to develop insight driven digital / shopper marketing programs which drive omni-channel category growth and amplify the brand message at retail. This role must stay abreast of the latest shopper trends, retailer strategies and determine the appropriate approach to optimize return on investment and drive mutual growth for retailers and GSK.
Leads development and execution of customized Shopper Marketing strategy in partnership with the customer, cross-functional team and agency partners.
Leads agency briefing and manages all aspects of program development and execution, ensuring ideas are developed into high impact and cost-effective campaigns
Drive GSK’s Innovation pipeline with the Retailer as a key strategic JBP partner
Leverages brand, consumer, shopper and retailer insights and trends to develop shopper engagement strategies for innovation, media-to-shelf, portfolio, and customer programs to engage and convert shoppers during the moments that matter
Creates programs, which enable a long-lasting change in shopper attitude and behavior, unlocking category growth and brand equity growth for GSK.
Analyze, summarize and communicate program impact, lessons learned, and incorporates learning into future programs
Lead customer specific Shopper Marketing strategy
Own strategy and activation across the GSK portfolio of products – 20+ brands at (two) top GSK customers
Annual budget management, with consideration of the retail partner P&L, ROI implications and strategic benchmarks.
Drive sales and consumption through brand-specific activations & category-driving platforms.
Partner with Customer Strategy/Insights to understand new opportunities to drive growth with a foundation in the Shopper Purchase Journey
Oversee agency team, managing deadlines and ensuring flawless execution
Build customized 360-degree campaigns for Tier-1 launches
Actively engage in customer meetings with merchandising, marketing, e-comm and loyalty teams
Steer high-visibility projects, presenting with confidence to CVS & GSK senior management
Design and conduct research within GSK Shopper Science Lab that challenge and enhance CVS strategies
Advance GSK digital innovation by testing new media partners and understanding industry trends
Champion the appropriate and effective use of the Visual Brand Language across all in store, omni channel and online retailer elements of the marketing activation plan
Define campaign KPIs by incorporating measurement to determine ROI and influence future activations
Minimum 5+ years marketing experience CPG, Shopper Marketing Agency, Digital Marketing Agency, Media Agency
CPG Experience with understanding of Retail Landscape; CVS or Kroger account knowledge a plus
Has a visionary, strategic mindset and a “can do” attitude; recognizing and capitalizing on growth opportunities for brand and retailer categories.
Expertise in Digital Marketing, Analytics and Measurement
On the forefront of Media, Digital and Omnichannel trends (including Ecomm, Mobile, Social, SEO / SEM, Analytics)
Capable of independently leading commercial innovation
Ability to multi-task with excellent project management skills
Strategic Joint Business Planning, both short term (1yr) and long-term (3-5 yr visionary planning)
Understanding of Shopper Marketing Agency processes
Experience in a consumer healthcare environment preferred
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