Shopper Marketing Manager

at  Dyson

SUMMARY

Salary:
Competitive
Team:
Marketing
Location:
Australia - Sydney Barangaroo Office

ABOUT US

Dyson is a global technology company on a mission to improve people’s lives: whether that be by making the air they breathe safe and clean, or connecting them to high performing machines which keep their homes clean.

Purpose of role:
The key focus of the Shopper Marketing Manager is to lead the overall management and execution of an insight-driven shopper marketing program delivering premium shopper experience and drive conversion across Australia and New Zealand market.
Responsibilities:

1. Shopper Marketing Plan & Budget

• Build and own 12-month shopper marketing calendar for Indirect & Direct channel by category based on sales target/budget, NPD, promo plan, brand activities and retailer events/calendar.
• Plan and manage annual budget based on the activity calendar supported by detailed execution plan with clear KPI.
• Manage project budgets, forecast accurately, own monthly reconciliation per channel and category for Finance review.

1. Shopper Insights and Research

• Design brief and conduct shopper research to gain shopper insights, identify barriers to purchase and analyse competitor activities to maximise campaign relevance and effectiveness for target shopper segments.
• Lead debriefing session for owned agenda to share key findings for stakeholders to optimise business plans.

1. Shopper Marketing Activation and Optimisation

• Manage overall launches and campaign activations ensuring all content is live across offline channels to drive traffic and conversion.
• Own asset development and delivery process for NPD launches, campaigns and any promotional activities making sure our assets are following brand guideline, working closely with ANZ Creative Hub, Category and APAC Retail/Group team.
• Set up clear KPI to measure performance of each activation and validate/improve campaign effectiveness.
• Support delivery of key Dyson X-category activations such as consumer events/pop-ups, masterclasses as well as some other offline executions including sell-in event for retailers. Track performance and collect insights.
• Own Visual Merchandising guidance for tactical in-store displays (e.g. FOS unit, bulk stack, banners, windows) collaborating with the field team to ensure highest execution standard is maintained.
• Manage production contractor pool to achieve best possible terms through negotiations whilst training them in meeting Dyson’s quality standard.
• Lead reporting process to share activation results and make adjustment to the plan to improve investment efficiency.
• Develop and manage shopper marketing archive for assets, GWPs, drawings/photo reports, and fixture performance trackers.

1. Leadership

• Be the project lead in the development and execution of campaigns, engaging key stakeholders in the business and managing alignment/approval process.
• Develop strong partnerships with account managers and field team to make sure required information and plans are shared on time, lead discussion to improve efficiency in costs and accelerate retail transformation.