Job Description Summary:
The Senior Director, Shopper Marketingis responsible forbringing brand and portfolio strategies to life at the point of purchase-across stores, shelves, and digital retail environments,with the clearobjectiveofincreasingbasket/beverage incidence anddriving shopper transactions.This roleleadsthe development ofend-to-endshopper engagement strategies grounded in a deep understanding of shopperbehaviourscience and high-quality, effective shopper communication.
With ownership across all categories and channels, the role defines how brands win with shoppers by translating insight into scalable, conversion-driving experiences. The Senior Director drives end-to-end shopper engagement, integrating in-storeexecution, retail media, and omnichannel touchpoints into a cohesive strategy.
Operatingat the intersection of shopperinsightsandby-channelgrowthstrategy includingretailerpriorities &retail media ecosystems, the Senior Director ensures shopper engagement strategies are continuouslyincreasingincidence, drivingquality transaction andoptimized through efficient, data-driven investmentdecisionto createvalue for both our businessandour customerswithmeasurable commercial impact.
Scope of Responsibility
Markets: Japan
Channels/Categories:All channelsandcategories.
Coverage:Shopper marketing, Occasion based marketing,Channel strategy, Customer valuecreation,Retail media ecosystem,Segmented execution, Digitalinnovation.
Stakeholders: TCCC global/OU functions, Coca-Cola Bottling partnersin Japan,agenciesandkey customers.
KeyResponsibilities
Channelx CategoryShopperEngagementStrategy:Own and define the shopper marketing strategy acrossallchannelsand categories.Bringbrandstrategiesto life at the point of purchaseacross stores, shelves, and digital retail environmentsbased ondeepunderstanding ofroleof channelsandeach channel's growth strategy.
Occasion Based Marketing Leadership:Defines the strategic framework for occasion-based marketingwith deep understandingof howkeyoccasions shape shopper needs, decision-making, and purchase behaviorfor core brandsand how these occasions can beactivated at the point of purchase to drive transaction and conversionwith clear picture-of-success.
Shopper Behavior Science &End-to-End shopperrecruitment strategy:Increase W+ shoppers forourbrandsbyestablishingEnd-to-Endshopperjourneyframework acrosspreshopping-in store-after shopping using a scientific approachwith1st,2nd, 3rdparty data(Coke-ON, ID-POS, POS,Shopper panel data)to build effective and efficient shopper recruitment.
Retailer Insights, Strategy & Executive Partnerships:Serve as the senior strategic marketing counterpart to top retail partners.Lead the development of retailer-specific growth strategies grounded in deep shopper and retailer insights.Shape and influence Joint Business Plans (JBPs) through shopper-led growth opportunitiestosupportcustomer-leadsto create value.
Quality ContentDevelopment& Management& Agency Leadership:Oversee the development ofqualitycontentsto deliverrightmessage at point ofpurchase. Createmodular, scalable content systems forall therelevanttouch points.Lead andoptimizethe shopper agency ecosystem, including creative, production, retail media, and insights partnerswithbudget governance.Drive innovation in content formats, personalization, and dynamic retail execution.
Leadership & Capability Building:Build, lead, and inspire a high-performing shopper marketingteam.Develop future-ready capabilities in shopper science, r
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