Customer Marketeer - Alpro Breda

Customer Marketeer - Alpro Breda

Customer Marketeer - Alpro Breda

Alpro is the European pioneer and market leader in drinks and food products (plant-based alternatives to yoghurt and cream, desserts, margarine) based on soya, and has extended its range with plant-based ice cream as well as drinks made of almonds, hazelnuts, cashew, rice, oats and coconut. Alpro products are known under the brands Alpro® and Provamel®.

Alpro, as a dedicated plant-based business unit of Danone with head office in Ghent (Belgium), has more than 1200 employees in Europe and has three production facilities in Belgium, France and the United Kingdom. Alpro markets its products in the whole of Europe and will grow the category further beyond current territories. Alpro realized a turnover of 555 million EUR in 2016 and continues its strong growth.

Together with Danone, Alpro creates opportunities for your personal and professional growth through training and learning, mobility programs, new positions and geographies. You will be part of a diverse network of talents with whom you might be able to share your experience and learn from theirs.

Joining the group Danone will make you part of one of the leading and most innovative food companies in the world leading the Alimentation Revolution by bringing health through food to as many people as possible.

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In this role, you report directly to the Marketing Manager, taking full responsibility and ownership in contributing to achieving the local marketing and business objectives for the assigned customers.

You are responsible for implementing and leading the implementation of the divisional brand equity strategy, NPD activation and communication frameworks. You roll-out local marketing activities targeted at attracting and retaining our primary shoppers for the different categories at the assigned customers. All based on an advanced understanding of the customer and the shopper journey.

Your responsibilities:

Target definition & Planning/Resource allocation (incl budget)

Deploy the assigned marketing budgets including trade marketing and discount/promotion budgets for the assigned customers. To be managed in line with the customer-specific shopper insights and strategies, while taking into account the brand equity strategy, NPD framework and category vision, in order to maximize return on investment.

Implementation & Monitoring

Detail and implement the divisional brand equity strategy locally by defining selling concepts, customer storylines and by contributing to the design of customer development plan based on local consumer and shopper insights. Participate in and prepare local projects, including the implementation of NPDs, in close collaboration with all relevant internal and external stakeholders. Monitor the impact on customer relevant KPI’s in order to fully deploy and activate the local markets in close collaboration with the relevant internal and external stakeholders.

Business Revenue Cycle and Optimization/Integration

Integrate the sales excellence insights, processes and priorities through the implementation of the brand, category and channel guidelines with respect to the assigned customers. Optimize the revenue cycle and ensure an integrated marketing and sales approach based on best practices and the defined strategic framework.

Shopper Insights/Segmentation

Identify “who” from our strategic universe is primary shopper by category in the assigned customers. Fully understand its profile and assess the opportunities, the gaps and triggers needed including communication platforms and content based on shopper segmentation and shopper basket analysis. Attract, engage and retain the primary shopper in the consumer/shopper journey.

Shopper Activation

Translate the advanced understanding of shopper segments into key priorities aimed at creating brand experience and share this with the assigned customers. Establish and quantify KPI scorecards in order to create an engaging size of prize figure for the customer with clear guidelines on penetration, loyalty, spending index targets and primary shopper awareness amongst others.

External Interaction

Co-operate with external marketing, research, communication, media agencies and third-party companies, including the coordination of briefing sessions, status meetings and KPI setting in order to contribute to achieving Alpro’s business objectives.

Business Analysis/Data Mgt and Reporting

Review and analyse external data sources in order to ensure optimal access to specific marketing data and customer data. Provide input for the development of divisional tools and to facilitate the effective translation of marketing opportunities and actions within the agreed budgetary levels.


You hold a Master Degree, preferably in Marketing, Economics, Commercial Engineering or another relevant subject
You have at least 3 to 5 years Marketing and Sales experience (preferred shopper marketing, trade marketing or brand experience). Preferably from a benchmark company and with an international mindset.
You have strong analytical skills and are experienced in working with Retailer data, IRI/Nielsen and GfK data
You have strong communication & presentation skills
You are a conceptual and creative thinker
You understand the retail practice
You are fluent in Dutch and English (written and spoken)

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