Customer Marketeer - Alpro Ghent (Marketing)

Customer Marketeer - Alpro Ghent (Marketing)

Customer Marketeer - Alpro Ghent (Marketing)
Customer Marketeer

Alpro Belgium - Ghent

--> Your role

As Customer Marketeer, you are part of the local Marketing team in our BeLux Sales team, based in Ghent, and report directly to the Local Marketing Manager.

In this role, you are responsible for defining the strategy on the best shopper activation at our retailers for the Belgian and Luxembourg market. Taking the different needs into perspective (that is: the customers (retailer), consumer and organizational needs), you define the shopper activation plans. 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. You take full responsibility and ownership in contributing to achieving the local marketing and business objectives for the assigned customers.

You coach and guide 1 Marketing Assistant, who is responsible for the follow-up and the practical coordination of the different shopper campaigns.

Your responsibilities:
- 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.

- 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.

- 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.

--> About you
- 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 are a conceptual and creative thinker
- You have strong communication & presentation skills
- You understand the retail practice
- You are fluent in Dutch and English (written and spoken)

--> Interested?

We are looking forward to your online application!

Contact: Joke Delrue – Jr. HR Business Partner HQ -