Vacancy at GlaxoSmithKline (GSK): Shopper Marketing Manager

GlaxoSmithKline (GSK) is one of the world’s leading research-based pharmaceutical and healthcare companies. Headquartered in the UK with major business operations in the US, we employ over 97,000 people in over 100 countries.Our mission is to improve the quality of human life by enabling people to do more, feel better and live longer. In Nigeria, GlaxoSmithKline has been a dominant and leading force in the healthcare industry, having a strong presence in the country for the past 40 years. GlaxoSmithKline operates globally with business units focused on pharmaceuticals, vaccines and consumer healthcare products.Job Title: Shopper Marketing ManagerRequisition ID: WD90558DetailsDefine and develop shopper marketing strategy for Nigeria Cx business through adoption/adaptation of Africa Shopper Marketing guidelines in the context of the Nigerian trade environmentPartner with Africa and category expert teams to deliver shopper marketing plans for Nigeria based on actionable commercial, competitor and shopper insight to drive brand share and equity ahead of competitionAccountable for tracking implementation (Big 5 ie. Range, merchandising, connections, pricing and promotion) and impact (First Choice At Shelf) across consumer healthcare portfolio and recommend remedial actionPartner with Market Activation & Customer Marketing Lead and other functional stakeholders (eg. Consumer, Sales and Expert marketing) to ensure co-delivery of Winning Formula and commercial goalsChampion shopper mindset across Nigeria including coaching wider business on shopper capability and valueShare and execute shopper best practice globally and across Nigeria.Ensure compliance with global category guidelines and local regulatory requirementsKey liaison between Sales and Marketing.Draws budget for Shopper marketing activities from A&P budgets for which Brand Managers are responsible.Ownership of BTL funds for the assigned channels ,including deployment and tracking.Build category defining brands our consumers will loveDevelop actionable local shopper insights that build on global insight to generate locally relevant shopper Task Maps driving focus at LOCEnsure the Brand Heart is brought to life consistently in all local shopper activation to build long term brand equityIdentify investment priorities within shopper activation programme based on robust measurementDevelop winning shopper execution briefs and lead co-creation with agency partners to adapt global executions by exception addressing validated local insights and improving ROIDrive/sustain first choice of brand at shelfDeliver excellence in commercial delivery to become first choice for shoppers, customers and experts:Provide shopper input into winning Market Activation Plans (MAPs) in the context of the trade environment in partnership with LOC’s.Define and drive shopper marketing strategies to strengthen brand visibility and competitive differentiation at point of purchase.Drive winning LOC shopper execution: Determine the shopper journey, develop inspiring shopper activation toolkits (‘perfect stores’) and ensure brand fundamental are executed consistently throughout the path to purchase, customizing by channel and customer as relevantDrive brilliant in-market execution of shopper activation programme using global models and best practiceUse science and innovation to improve lives:Develop shopper activation plans for innovation launches, in close collaboration with Marketing/Brand Managers to secure launch successValidate, localize and consistently deploy winning claims at point of purchase, working closely with Category, regulatory, medical and activation teamsDeliver high quality products and service at the right time and cost:Deliver most impactful shopper activation tool kit within the available budgetRecommend optimal investment mixes by trade channel / customerShape talent and culture by living our values and developing our people in a high performance culture:Play a key role in the LOC marketing team in contributing shopper plans to the overall marketing strategyLeverage Marketing Way as “the way GSK does marketing”, coaching LOC activation teams and Marketing teams, sharing shopper best practice and championing continuous improvementDevelop understanding of key trade customers (key accounts, wholesalers, distributors) Drive external focus including regular trade visits across all main channels with in-market activation teamsModel GSK values & behaviours and compliance with all GSK codes of practice.Impact measurement in driving business to first and best FMCH:Deliver and track shopper KPIs such as – First Choice at Shelf, Share of Shelf, Share of Display, Share of Feature, Numeric and Weighted Distribution and recommend appropriate action to drive performanceAnalyze the impact of shopper activity on the P&L and develop alternative plans where appropriateMeasure success of local initiatives and provide timely and quality feedback to Category expert teams

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