Head of Shopper Marketing

Company Description:

We are FBC UK, Fox's Burton's Companies! ……And we bake the UK's most incredible biscuits (we might be slightly biased, but we will leave that for you to judge).

FBC UK was a match made in heaven, with two of the top UK biscuits manufacturers (Burton's Biscuits and Fox's Biscuits) coming together to create one unique, integrated company.

We are home to famous iconic brands, including Maryland, Fox's, Jammie Dodger & Rocky, to name just a few. We are proud manufacturing partners to some of the biggest UK retailers and household names. We bake our incredible biscuits at eight bakeries across the UK, located at Isle of Arran, Livingston, Blackpool, Llantarnam, Edinburgh, Kirkham, Batley & Dorset and our HQ in St Albans. Together, we employ circa 4,000 amazing colleagues across all our locations.

Whilst we know that we have delicious products we also know that that the key ingredient to our success is our people, and the passion we have for our brands. You could be the jammy to our dodger, party ring to our Fox’s or the choc-chip to our Maryland?! We knead people with innovative ideas, an entrepreneurial spirit, and the commitment to drive FBC UK to success.

We are committed to building an inclusive workforce that feels empowered to build a fulfilling and successful career. By embracing diversity, equity, and inclusion (DEI) we create a supportive environment for people to thrive and strive to have more positive impact.

We understand that having formal and on-the-job learning opportunities is key to our colleagues’ professional and personal growth. We are committed to providing an environment where everyone can learn from each other and grow through a variety of learning experiences.

Our colleagues make our business special. With strong community values, we believe FBC UK is a more prosperous and fun place to work when people feel free to be themselves. We believe in the power of being authentic, entrepreneurial and supporting each other whilst meeting our business goals.

About the Role:

We are seeking a commercially driven and consumer-centric Head of Shopper Marketing & E-Commerce to lead the development and execution of best-in-class shopper activation strategies across all retail channels. This role will be responsible for driving category growth, increasing brand visibility at point of purchase, and accelerating e-commerce performance for our biscuit portfolio, whilst understanding and tracking ROAS.

The successful candidate will combine deep FMCG shopper marketing expertise with strong digital commerce capabilities, partnering closely with Sales, Brand Marketing, Category Management, and Retail Customers to create seamless omnichannel shopper experiences.

Main Responsibilities:

Shopper Marketing Strategy

• Develop and lead the annual shopper marketing strategy aligned with business objectives, brand priorities, and retailer growth plans.

• Translate consumer and shopper insights into impactful retail activation programs that drive conversion, penetration, and basket growth.
• Create channel-specific activation plans across grocery, convenience, discounters, wholesale, and emerging retail channels including online.
• Create a score card by brand, channel and activation to clarify ROAS for each activity

Lead the execution of in-store campaigns, promotions, seasonal activations, sampling programs, and POS initiatives.

• Ensure excellence in retail execution and consistency across all customer touchpoints. All to be tracked and post evaluated

E-Commerce Strategy & Digital Commerce

• Own and drive the company’s e-commerce strategy across pure-play, grocery online, quick commerce, and retailer media platforms.

• Develop digital shelf excellence standards including content optimisation, SEO, product imagery, enhanced content, and online visibility.
• Partner with key retail customers to grow online sales, share of search, conversion, and basket penetration.
• Lead online promotional planning and retailer media investment strategy.
• Monitor e-commerce KPIs including traffic, conversion, ROAS, share of search, ratings/reviews, and digital availability.
• Identify new digital commerce opportunities, platforms, and partnerships to accelerate growth.

Customer & Cross-Functional Leadership

• Build strong collaborative relationships with Sales, Category, Commercial Planning and Brand Marketing team

• Partner with key retail customers to create joint business plans and category-driving shopper programs.
• Lead agency relationships across shopper activation, retail media, creative, and digital commerce.
• Influence senior stakeholders with data-driven recommendations and performance insights.

Insights & Performance Management

• Utilise shopper, category, and market data to identify trends, opportunities, and growth drivers.

• Analyse campaign effectiveness and ROI to optimise future investment decisions.
• Develop clear KPIs and reporting frameworks for shopper marketing and e-commerce performance.
• Track competitor activity and emerging FMCG retail trends.

Team Leadership

• Lead, coach, and develop a high-performing shopper marketing and e-commerce team.

• Foster a culture of innovation, agility, accountability, and collaboration.
• Manage budgets effectively to maximise return on investment.

Key Ingredients for the Role:

• 8–12+ years’ experience in Shopper Marketing, Trade Marketing, Category Management

• E-Commerce experience within FMCG.
• Strong experience working with major grocery retailers and omnichannel customers.
• Proven track record of developing successful shopper activation and e-commerce growth strategies.
• Deep understanding of retail media, digital shelf optimisation, and online shopper behaviour.
• Strong commercial acumen with the ability to translate insights into actionable growth plans.
• Excellent stakeholder management and influencing skills.
• Experience leading cross-functional teams and external agencies.
• Analytical mindset with strong understanding of shopper and sales data.

Key Competencies:

• Strategic Thinking

• Commercial Leadership
• Shopper & Consumer Insight
• Digital & E-Commerce Expertise
• Customer Relationship Management
• Data-Driven Decision Making
• Innovation & Agility
• Team Leadership & Development

Diversity Statement

FBC UK is committed to building a diverse and inclusive culture in which all employees feel welcomed and appreciated and have the same opportunities. We believe all of our people are equally talented in their own way. In nurturing the curiosity and natural abilities of our employees, we provide them, generation after generation, the means to succeed personally and professionally, enabling them to craft their journey at FBC UK. The diversity of our talents is what makes our work environment multicultural, innovative and highly rewarding.