POSITION SUMMARY:

The person in this role will need to provide focused insight and strategic direction in the area of Shopper Marketing. They will need to evaluate and synthesize complex inputs into a focused strategic direction that is able to springboard outstanding, effective creative work. They will be the inspiration lead for the core discipline of shopper strategy and beyond to the entire team — creative, clients, customers, and sister agencies. The candidate will represent the agency as a key thought leader and expert to our clients by contributing to the development and enhancement of client’s overall business through the lens of the shopper and customer.

RESPONSIBILITIES:

·       Inspiration leader to the client brand and customer teams, representing the voice of the shopper and the shopper barriers and drivers to success

·       Lead the development of a focused strategy that is built from insights across the entire purchase decision journey, including ecommerce and mobile shopping insights

·       Provide understanding of top customer go-to-market practices and owned ecosystems (customer media, apps, sites, etc.)

·       Lead the articulation of the strategy in a creative and compelling manner

·       Lead the development of shopper foundational research initiatives (methodology design and execution)

·       Lead the development of measurement plans for key client initiatives

THE WORK:

·       Lead strategic direction for key client projects, overseeing and providing direction to a multi-functional team

·       Work closely with client brand, sales, customer and insights teams in the development of ideas that will work in the retail space

·       Working level knowledge and familiarity with key priorities, dos/don’ts of top 10 retailers

·       Work to align retailer segments against brand/manufacturer segments

·       Ensure creative delivers against shopper communication requirements of brand and customer

·       Represent the voice of the shopper to the consumer agency to articulate shopper communication priorities

·       Write inspirational, well-crafted shopper creative briefs

·       Write and present strategic story and support materials

·       Design and develop shopper research plans and analysis of shopper research data, including test-and-learn protocol

·       Work with client to develop program measurement metrics

·       Become an indispensable partner to the client shopper organization

·       Lead and maintain close working relationships with sister agencies to rally the entire organization around solving client business questions

KNOWLEDGE:

·       8+ years experience that includes:

·       Deep experience of CPG shopper practice and principles

·       Proven ability to analyze complex data / facts and turn into compelling insight and strategy

·       Deep curiosity about and understanding of the shopper purchase journey

·       On top of of the evolution of shopper behavior in all channels, including digital, mobile, ecommerce and brick and mortar

·       Fundamentals of qualitative and quantitative research methods and data analysis

·       Current knowledge of industry, cultural and shopper trends

·       Strong understanding of agency processes

SKILLS REQUIREMENTS:

·       Thought Leader – ability to differentiate the agency by the way we think.  The ability to articulate and champion ideas throughout the organization and with clients

·       Insightful – Able to develop fresh insights from various sources, which provide a platform for innovation creative solutions, ideas and pathway plan development

·       Inquisitive – must be comfortable challenging the norms and ensuring that all intelligence is considered

·       Creative – work effectively with creative teams providing both clear direction and vivid inspiration during briefings, development and other discussion

·       Trusted Advisor – Is seen as a marketing expert, and is called upon for advice and insights.  Shows convincing understanding of client business issues

·       Evaluator – drives a culture of effectiveness, ensuring that objectives are clear and evaluation is robust, in order to ensure continuous improvement of communications and wise allocation of budgets

·       Problem Solver – Has the ability to objectively and systematically assess and analyze issues, developing effective solutions

·       Agency representative – Is visible outside of WPP Shopper building our institutional knowledge and the WPP Shopper brand

·       Presence – Able to command an audience and bring strategy to life

·       Researcher – well versed and knowledgeable in the various research techniques and methods and research design