Senior Marketing Manager - Instore Communications

More About The Role

The Senior Manager for In\-Store Communications sits at the intersection of Marketing, Retail Ops and Customer Experience. The role is responsible for translating brand, customer and trading strategy into effective, in\-store execution. Ensuring everything a customer sees, reads or interacts with in\-store supports in driving sales, delivering brand consistency and shopper understanding.

You will work closely with a variety of teams across our head office including our merchandising, buying, finance and wider marketing teams.

Some of your responsibilities will include:

• Drive sales through communication; ensuring promotions, campaigns and product messages/propositions are clear, visible and compelling at the point where customers make decisions, through effective use of POS


• Ensure brand consistency; be the guardian of how the brand shows up physically. Working hand\-in\-hand with creative teams and partners to ensure delivery against in\-store guidelines


• Lead POS strategy and planning, optimising the efficiency and effectiveness of our in\-store communication fueled by data.


• Work cross\-functionally; drive the relationship with our Retail teams, centrally and in the field, to inform recommendations and continuous improvement on our operation (budgets, guides, print partners).


• Integrate planning across Marketing, Merchandising, MMG, Customer \& Trade Planning and Design.


• Improve customer experience, reduce friction points along the shopper journey.


• Measure effectiveness, embedding insight into POS guidelines and rulesets.

Knowledge

• Strong understanding of retail and shopper behaviour; how customers behave, what drives sales and captures attention (path to purchase, decisions hierarchies)


• Understanding of POS and print production; assets, materials, production plans and constraints


• Understanding of brand and category strategies and how they effectively translate into comms


• Solid technical understanding of in\-store marketing communications elements

• Strategic thinking; understand lead and govern the role of POS, by asset and location


• Project and campaign management; ability to manage large scale rollouts across 500\+ stores


• Ability to work under high pressure, in a fast paced environment and to tight deadlines with a very high degree of accuracy


• Budget management


• Ability to balance cost with visibility and durability


• Stakeholder management \- this role would be in constant co\-ordination with Retail, Commercial, Marketing, Creative teams and agency partners


• Strong relationship building skills with the ability to influence both up and down to achieve desired outcomes


• Ability to digest high volumes of data, insight and feedback to quickly analyse and translate into clear action planning, autopsy and decision making


• Creative judgement


• Ability to manage and lead others to deliver a common goal as well as be a team player.

• Experience of delivering customer\-led communications strategies \& messaging hierarchy


• Exposure to agency management


• Stakeholder and project management


• Numerical, presentation and verbal skills; a clear communicator


• Experience working in cross\-functional, agile environments


• Experience managing stakeholders and delivering complex campaigns

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