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Customer Marketing Manager


  • Dublin
  • See description
  • Permanent full-time
  • Updated 05/07/2012
  • Deborah Kenny
this job is expired
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FMCG / Customer Marketing Manager / Dublin. Please call Alternatives on 01 661 8889 if interested.


Customer Marketing Manager – FMCG

Do you want to join a progressive drinks organisation that puts marketing at the forefront? This is a unique opportunity to join an exciting off-trade team.

Reporting into the customer marketing controller, you will be responsible for fully exploiting all consumer, shopper and customer insight within a defined group of customers.  The purpose of this role is to drive the category forward for the organisation’s customers, fostering the ability to achieve the objectives laid out in commercial brand plans & customer specific account plans. You will champion the shopper by delivering shopper insight expertise within the business unit and to customer.  You will also be responsible for delivery of budgeted volume through ownership and delivery of a shopper and category marketing agenda.          

Key responsibilities of this role include:

  • Creating and delivering the annual customer specific activity plans, which deliver growth through aligning internal category, channel and brand plans with the customer agenda
  • Driving the annual planning agenda with key accounts and customers, ensuring the timely development of joint business plans
  • Working closely with the category analyst and insight managers as a starting point, you will generate further in-depth customer specific shopper understanding by identifying and profiling shopper behaviour at format level and gaining an in-depth knowledge of shopper missions
  • Line management and development of the category analyst, including annual objective setting, performance reviews and regular on-going coaching
  • Leading bespoke shopper research projects and championing the shopper agenda within the business unit by providing insight and direction to influence the development of brand and channel strategy going forward
  • Providing full direction to the retail account team on all shopper and marketing insight, ensuring that all activity within the account considers the consumer, shopper and customer
  • Leading development of customer specific point of purchase strategy and ensure clear communication of this strategy to all stakeholders. 
  • Supporting the field sales manager in ensuring full execution of point of purchase vision in trade through the development of a range of communication and sales tools.
  • Leading category reviews with customers
  • Leading evaluation of all customer specific initiatives and will contribute to brand platform evaluations with customer specific data and insight
  • Forging relationships with key internal commercial, marketing, finance colleagues and international customer marketing contacts
  • Developing relationships with key external customer contacts such as buyers, retail marketing managers, and category managers on a monthly basis. 
  • Being present in the trade – as this is a customer facing role and will be out of office average 2 to 3 days per week

You must have at least 7 years FMCG experience in sales, category or marketing roles - ideally experience in at least 2 of the functional areas. If you have mainly sales experience, you will need to have worked at key accounts level at a minimum. If your experience is mostly marketing, you must have brand manager level experience with the ability to demonstrate your commerciality. It is ideal that you also have some experience in category management or exposure to category management in a previous role. Additionally, you must have the desire to develop a career in customer / shopper marketing. 


Contact Lauren Fahy on 01 661 8889 for a confidential discussion.

About Alternatives

Alternatives is Ireland’s No1 marketing talent house. We specialise in permanent and interim marketing Recruitment, Marketing Consultancy and Marketing Training. We place marketers from executive to director level, and across all sectors. We work with most of Ireland’s medium-large companies and have the best and latest marketing roles.



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