PepsiCo Careers

Shopper Activation Executive

Sydney, Australia

Australia / New Zealand - English

Job Description

Auto req ID: 137716BR
External Posting Title: Shopper Activation Executive

Job Description

Job Purpose Statement
Assist the Category Manager in activating PepsiCo brand initiatives that cut through & resonate with shoppers in store, and administer processes & tools to support field communication and Category Activation team operations.

Key Accountabilities

  • Under guidance of the Category Manager - develop Shopper activation plans for major initiatives within the relevant customer group, both Pepsico driven (eg NPD launches) and/or retailers own events, sponsorships or properties
  • Project manage the execution of each activation across internal & external stakeholders, including preparation of sell in materials to actively engage retailer buying /marketing teams AND enable field team execution/support
  • Ensure an appropriate blend of consumer /shopper insights supports the activation plan for each initiative
  • Evaluate ROI performance and document findings to refine future decision making, including analysis of Aztec & Quantium data
  • Cultivate relationships within retailers & work within their parameters to become a trusted advisor /activation partner
  • Manage relationships with relevant POS & activation agencies / suppliers to deliver best results at minimal cost
  • Own POS process management (code set up, master data liaison, stocktake reporting, data/payment reconciliation), and display unit production process (PPU meeting)
  • Budget Management - ensure Shopper and/or Category budgets are updated and reconciled on a monthly basis, purchase orders raised, goods receipted & invoices approved for payment.
  • Various administrative support tasks such as coordination & dispatch of incentive (gift card) programs, Sales Portal updates, NPD/pallet spec set up (GS1 Net) and event/meeting planning, coordinating of materials & execution

Key Metrics / Dimensions
  • Responsible for sales NR/Volume and Market share of customer portfolio either (P&C/Coles) or (Woolworths/Licensed) or (Independents)
  • Assist in managing the Shopper Marketing expense budget of approx $6MM & Category/Insight budget of $500M
  • Execute strategy across multiple categories i.e. salty & biscuits
  • Evaluate ROIs on Shopper activations and share/leverage findings to refine future activations
  • Significant cross-channel complexity with relationships spanning Category, Sales, Marketing, Field, Operations, Procurement, Finance, IT and Legal.
  • Significant relationship management with core supplier group
  • Efficient warehouse & logistics solutions for POS.
  • Contribute to TAG score improvements (Customer Marketing)

Key Challenges
  • Developing shopper marketing programs that deliver to category strategy, brand parameter, shopper insight & retailer conventions
  • Managing agency relationships to deliver optimal solutions at the best cost
  • Evaluating ROI from activities
  • Working across the diverse customer group that is the Independents
  • Developing relationships & leveraging rapport with customer stakeholders
  • Influencing & aligning business leaders, ensuring responsiveness & managing expectations for stakeholders within a financial & time constrained environment
  • Coordinating many stakeholders across for input /signoff to in store activations (marketing, field, account sales, vending, S&D, procurement, finance, IT, legal)


Qualifications, Skills & Experience

  • Degree qualified preferable with a minimum of 2 years’ experience in a shopper or consumer marketing, field or account sales role. Alternatively agency experience may suffice
  • Familiarity with FMCG retailer dynamics, and ability to understand category trends and insights and utilise these to build effective customer/shopper plans
  • Proven analytical, planning and organisation skills
  • Proven ability to build strong, cross functional relationships (internal and external), and work collaboratively with others to deliver business outcomes
  • Solid communication skills (verbal and written)
  • Results driven, with ‘can do’ attitude

Relocation Eligible: Not Applicable
Job Category: Marketing
Job Type: Temporary