Careers in Marketing: The Comprehensive Guide to Traditional and Digital Marketing Careers by Eric Siebert

Author:Eric Siebert [Siebert, Eric]
Language: eng
Format: azw3
Published: 2016-02-18T16:00:00+00:00

The Grocery Manufacturers Association published a study indicating that 70% of brand selections are made while at the store. So it’s no surprise that fast-moving consumer goods companies are investing significantly in shopper marketing. Done right, shopper marketing can significantly impact sales. No wonder it’s a growing field with a solid future.

The shopper marketer gains shopping insights by using store-level scanner data derived from each product’s UPC (Universal Product Code) found on the package. These data provide highly detailed information about what is purchased in a specific store, at what price, and through which promotions. The shopper marketer uses these data to relentlessly improve the product assortment, pricing, and promotional programs to maximize brand sales.

Typical Job Description: Shopper Marketing Manager

Formal Job Description What This REALLY Means

Lead planning, execution, and measurement for shopper marketing strategies and tactics that meet or exceed established business goals. You will be accountable for meeting aggressive sales goals in a highly competitive environment. It’s frightening and exhilarating!

Plan and execute the calendar of promotional tactics, including in-store media, trial-inducing promotional programs, product sampling, direct mail, and event marketing. You have a blank canvas upon which to make your mark on the retail marketing of the brand. Ample opportunity to show your strategic and creative sides.

Develop a leading-edge understanding of the brand’s consumers and their shopping needs and in-store purchasing behaviors. You will be competing with very smart people who work for your competitor. Your ability to find deeper shopper insights will be key to your brand’s sales success and your career success.

Strategically allocate the shopper marketing budget for optimal return on investment.

You will perpetually be on the quest for the perfect marketing mix. This mix changes constantly based on many factors, and you will need to adjust your tactics to maximize sales.

Hire and supervise third-party vendors in support of promotional programs.

You will rely on others to manage the detailed executional legwork of your plan. They will have other clients that are demanding their time—you need to get more than your fair share of their time!

Optimize the brand experience at the point of sale.

There is likely a multimillion dollar campaign supporting the brand. The brand’s presentation at retail should reinforce and complement this investment and better not look cheesy.

What You Need to Be Successful

Superior = absolute mastery / Strong = much better than average / Solid = competitive

The shopper marketer needs a solid combination of street-level and strategic thinking capabilities. An intuitive understanding of the deals, products, and in-store communication that trigger a purchase decision is the key ingredient to success. The shopper marketer also sits at the intersection of the brand, the sales force, and the customer. So the ability to mediate their respective objectives to create win-win-win outcomes is critical.

Skills Required

Strong project management

Strong understanding of the retail trade promotion-planning process

Solid understanding of consumer marketing activities

Solid creative problem solving

Solid analytical thinking

Solid knowledge of local ethnic and cultural trends

Competencies Required

Superior customer orientation and passion for understanding shopping behavior

Strong influencing skills

Strong ability to build collaborative relationships

Strong decision-making skills

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