Shopper Marketing Manager

Department: Trade Marketing

Report to: Senior Trade Marketing Manager

Location working: HCM Office - Floor 5th, Saigon Trade Center, 37 Ton Duc Thang St, HCM

I. JOB SUMMARY

• Lead the development and execution of shopper marketing strategies that bridge brand storytelling with shopper conversion - turning brand equity into real-world sales impact. This role owns how the brand comes to life at every touchpoint, both online and in-store, across the General Trade (GT)/ M&B channel and local dairy shop network.

II. KEY RESPONSIBILITIES

1. Channel & Trade Collaboration

• Understanding deeply Local King to build business objectives suitable for Customer classification

• Build collaboration programs with key retailers, distributors, and local shop owners to enhance brand visibility and penetration.

• Partner with Sales and Brand teams to co-develop activation plans for GT and local dairy chains.

• Monitor execution quality, measure ROI, and continuously optimize based on shopper performance data.

2. Shopper Activation & Engagement

• Lead shopper activation campaigns across digital and physical touchpoints - including social engagement, influencer collaborations, geo-targeted media, and CRM-based loyalty engagement.

• Integrate brand campaigns into trade and shopper environments, ensuring consistency from media to shelf.

• Develop and manage activation toolkits (POS materials, visibility assets, sampling programs) that strengthen brand impact at the point of purchase.

• Work with agencies to deliver compelling, insight-led activation ideas that elevate brand love and shopper conversion.

3. Shopper & Brand Integration Strategy

• Build shopper marketing strategies that translate brand positioning and communication into activation programs tailored for shoppers in GT/ M&B channels.

• Leverage shopper insights and purchase behavior data to craft targeted engagement strategies that drive both awareness and conversion.

• Develop the annual Customers ’s Activities Calendar aligned with brand campaigns, category priorities, and business growth targets.

4. Budget & Performance Management

• Own shopper marketing and activation budgets.

• Ensure investment efficiency and deliver measurable ROI across all initiatives.

• Track KPIs: brand visibility, shopper engagement, campaign ROI, and sell-out growth in GT channels.

• Bachelor’s degree in Marketing, Business Administration or related field.

• At least 03 years of FMCG marketing experience, including strong foundation in brand management and trade/ shopper marketing.

• Proven success in shopper or activation campaigns within Dairy, Beverage, or Food industries.

• Deep understanding of shopper behavior in GT channels and traditional trade environments.

• Strong strategic thinking with the ability to link brand vision to field execution.

• Creative yet commercial mindset; sharp understanding of ROI and campaign impact.

• Excellent project management and cross-functional collaboration skills.

• Skill in agency briefing, campaign evaluation, and digital engagement measurement.