Job Description

COMPANY DESCRIPTION
As Singapore’s leading supermarket retail player and a household name close to all, we have grown with you over the years. It is now your turn to grow an exciting new career and fulfil your aspirations with us. Join us as we embark on a journey to make lives better for our customers, community, environment and employees. At NTUC FairPrice, we offer you more than just a job. We are committed in giving our employees a rewarding career through comprehensive development opportunities. We promise a wonderful workplace culture with ample opportunities for growth at different levels of your career. Every of our 10,000 employees across Singapore is important. If the prospect of working in an organization at the forefront of retail technology and innovation excites you, look no further. Grow your career with us today and make a difference. .
DESIGNATION : Head, Shopper Marketing

RESPONSIBILITIES
FairPrice Group is looking for a transformational leader to be the next Head of Shopper Marketing for our strategic customers. This individual will lead and influence a high performing team in creating the omni-channel strategy and execution of Shopper Marketing efforts for all channels across FairPrice Group’s Retail Business. The ideal candidate is someone who thrives in a fast-paced, results-driven environment and can create innovative plans and programming to drive significant growth in the Fresh Food categories with core customer segments. The Head of Shopper Marketing will be a key member of the Fresh Category Task Force & Shopper Solutions leadership team, responsible for inspiring shoppers to discover an elevated Fresh Category experience by relentlessly challenging retailer’s status quo. The candidate is relentless for knowing the consumer/shopper/category better than anyone, inventing innovative yet real-world solutions built with the shopper in mind, and not stopping until great ideas come to life with customers.
This role also looks at feedback management platform that helps the respective channels/ brands to become customer-centric in providing better shopping experiences. Working closely with the vendor on finetuning the surveys and reports to help channels understand where the gaps are and opportunities of improvements with the ultimate goals of achieving favorable Net Promoter Score and Customer Satisfaction.
You will also lead the Customer Loyalty programs to drive acquisition and retention for Plus! and Just Wine Club (JWC) memberships to grow store traffic, increase engagement, category growth, basket spend and reduce churn in the digital and offline channels. The successful candidate will be responsible for leading the Customer Loyalty agenda and implementing best-in-class member’s engagement and creation of a seamless omni-channel experience. You should have experience in CRM as well as running marketing campaigns and working with creative and media agencies to deploy the marketing campaigns.
The Head of Shopper Marketing helps achieve this by leading a team responsible for a modest shopper budget, management of multiple agency relationships and serving as a key liaison between multi-functional teams.
Key Responsibilities: This role drives revenue growth and elevates the shopper experience by:

• Translating insights into integrated programs, including media-to-shelf, portfolio and customer programs that engage and convert the shopper
• Developing and partnering with Channels Marketing teams to sell-in shopper marketing programs that integrate equity and customer strategy to deliver best in class shopper programming
• Partnering with Channels Operations teams to support customers’ joint business planning, with Shopper Marketing programs as key enablers of the holistic plan
• Partnering with multiple stakeholders across Products and Group Marketing, including Brand Marketing, Sales & Promotion, Fresh Category Task Force, Customer-Led Category Management (Planogram), Store Design & Projects and Agencies to lead our growth strategies
• Creating innovative omni-channel marketing platforms and initiatives for Fresh Category and identified segments as well as supporting for festivity campaigns (in-store activation) as well as format reinvention, including the development of new digital/online/omni growth strategies and executional playbooks
• Working closely with Fresh Category Task Force & Products to deliver more relevant category and shopper strategies mid-stream, ensuring the voice of the customer is represented in all plans
• Commissioning, understanding and leveraging new shopper research and data/insights resources to invent new solutions and to optimize existing ones
• Leverage on customer data from various sources to draw insights, identify new opportunities, design, build marketing strategies and oversee end-to-end campaign management
• Set up campaign performance matrix and conduct in-depth post campaign analysis including assessment of overall effectiveness, key insights, findings and recommendations.
• Develop and pursue micro-segments or tribes and create personalised campaigns and craft messaging based on these micro-segments.

QUALIFICATIONS

• Bachelor’s degree in Business, Marketing, or Communications
• A minimum of 8 – 10 years in Marketing (Consumer/B2C Marketing)
• Trade marketing background is highly preferred
• Strong skills in: Consumer Marketing, Professional selling, Technology, Media and understanding of omni-channel commerce
• Demonstrated success in the development and execution of local marketing and communication strategies; possesses superior skills in brand management, marketing communications (including digital and social media), media planning, content marketing and integrated marketing campaigns
• Good knowledge of SAP/ Redshift/ Salesforce or other CRM solutions will be advantageous.
• Knowledge of GA will be advantageous
• Excellent writing skills, including the ability to craft powerful and engaging messages
• Strong understanding of data and consumer insights to create compelling communications to different segments/users
• Proven ability to partner with multiple stakeholders and other functions in a highly matrixed organisation
• Ability to navigate well in ambiguity
• Excellent interpersonal and communication skills

PERSONAL CHARACTERISTICS & BEHAVIOURS

• Marketing Passion – very interested in consumer/shopper behavior and a basic knowledge of marketing frameworks. Passion to understand consumer culture, interests, attitudes and trends.
• Strong Leadership Skills – self-starter, great motivation, open to change and out of the box/creative thinking
• Superior Execution – willingness to roll up sleeves and execute key initiatives in a timely manner.
• Great Relationship Skills – Strong at forging internal/external relationships and commanding trust/respect of others
• Process Management – Accurate and timely reporting with drive to improve and streamline processes. Technology savvy, especially in excel and power point
• Advanced Communication Skills – ability to tell and sell the story. The role requires presentations and direct meetings with external customers and agencies
• Strong Analytical/Problem Solving Skills – perform situation analyses/financial returns/identify growth strategies

OTHER INFORMATION
Working Location: NTUC FairPrice Hub, 1 Joo Koon Circle