Overview
Shopper Marketing Officer Jobs in Mandaluyong, National Capital Region, Philippines at Unilab, Inc.
Key Responsibilities
POSM Content and Strategic Direction
- Translate shopper strategies and brand briefs into clear, shopper-first creative and technical briefs for POSM, shelf graphics, gondola and end cap concepts, and secondary visibility solutions.
- Set the message hierarchy and communication strategy for all shopper-facing materials and ensure the right message reaches the shopper at the right moment in their purchase journey.
- Manage creative and production agency partners from brief to final artwork delivery, including concept development, revisions, regulatory pre-check, and final approval.
- Develop tiered POSM suites and shopper communications framework across retail environments, ensuring materials are fit for purpose at every store size and display type.
- Maintain an asset library of approved POSM artwork, specs, and standard execution guides for reuse and version control across campaigns.
CRM Activation
- Develop and deploy shopper-targeted CRM campaigns, translating loyalty data and shopper segmentation into personalized communications that drive engagement, trial, and repeat purchase across key retail partner platforms.
- Coordinate with retail partners and internal stakeholders on CRM campaign mechanics, timelines, and content requirements.
- Track CRM campaign performance and translate results into recommendations for future activations.
Corporate Programs Support
- Support the stewardship of corporate programs including frontliner engagement, brand ambassador, and loyalty initiatives and ensure that these programs are grounded in shopper reality and aligned with commercial objectives.
- Maintain the connection between SMG and the Corporate Brand Group, coordinating on materials, timelines, and program standards.
Production and Procurement Coordination
- Manage vendor selection, costing, specifications, and quality checks for POSM production and delivery for Shopper Marketing initiatives.
- Track POSM budgets, monitor spend versus plan and identify cost efficiencies without compromising execution quality.
Measurement and Optimization
- Track in-store POSM compliance and distribution across activations for Shopper Marketing initiatives.
- Run post-activity analyses on shopper campaigns and POSM placements, measuring conversion uplift and ROI and recommending improvements for future cycles.
Qualifications
Education
- Degree in Marketing, Communications, Advertising, Design, Business, or a related field.
Experience
- At least 5 years of experience in shopper marketing, trade marketing, brand communications, or a related FMCG or pharma-FMCG role.
- Hands-on experience developing POSM briefs and managing creative or production agencies through the full brief-to-delivery cycle.
- Exposure to both modern trade and traditional trade retail environments preferred.
- Experience with CRM campaign coordination or loyalty program activations is a strong advantage.
Core Competencies & Preferred Skill Set
- Strong creative judgment, able to evaluate whether a communication concept serves the shopper's purchase moment.
- Attention to detail and maintains high standards on artwork files, specs, and execution quality, understands that what shows up at shelf is the final test.
- Clear, concise brief-writing skills can translate a complex strategy into a focused, actionable creative brief.
- Basic regulatory awareness in a pharma or health and wellness context, understands that claims require substantiation and knows how to flag compliance risks early is an advantage but not a requirement.
- Solid project management skills, able to manage concurrent campaigns, multiple agency partners, and cross-functional stakeholder timelines.
- Proficiency in MS Office and PowerPoint; familiarity with Adobe Illustrator or Photoshop is a plus.
- Comfortable working with retail data, sell-out reports, and basic ROI calculations.
Title: Shopper Marketing Officer
Company: Unilab, Inc.
Location: Mandaluyong, National Capital Region, Philippines
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