Senior Marketing Manager - Instore Communications

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.

For this role, we’re looking for someone who has:

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

Skills

• 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

• 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