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Shopper Activation Manager ANZ (12-month contract)

Summary

Salary
Competitive + Super + Bonus
Team
Retail Sales
Location
Sydney - Australia

About us

Dyson is a global technology enterprise. We solve the problems others choose to ignore, with surprising new inventions that defy convention and simply work better. We’re growing fast and our ambition is huge – more categories, more locations and more people. 
From its beginnings in cyclonic vacuums, Dyson’s portfolio has grown to include five main areas of technology: Cord-free and corded vacuum cleaners, hand dryers, lighting, environmental care machines (purifying fans, heating and cooling fans and humidifiers) and hair styling tools, which are sold in more than 82 countries across the world. We are on a mission to improve our customer’s lives: whether that be by making the air they breathe safe and clean, or connecting them to high performing machines, which keep their homes clean.

About the role

The key focus of the Shopper Activation Manager is to lead the overall management and execution of an insight-driven shopper marketing program for specific Dyson categories, 3rd party retail partners and Dyson Direct stores across Australia and New Zealand. The role sits within the ANZ sales function.
PLAN DEVELOPMENT
  • Support Senior Manager, Shopper Marketing through the annual Joint Business Planning cycle, as a basis for 12 month shopper calendar, to apply previous learnings and understand retailer strategy 
  • Develop annual 12-month go to market shopper plan and BBI requirements for your lead categories/retailers 
  • Effectively align shopper activity with promo plan, account team, brand activity & retailer calendar/events 
  • Own and maintain integrated shopper calendar by retailer 
  • Feed progress and opportunities through the joint retailer QBR process and scorecard 

DEVELOPING SHOPPER/CATEGORY INSIGHTS 
  • Develop a deep understanding of shopper behaviour by category, channel and shopping mission (who, what, where, when, why, how) 
  • Gain understanding of shopper profiles by retailer and use insights to define target shopper segments.
  • Understand key motivations, triggers and barriers to purchase. Build into shopper campaigns & initiatives
  • Obtain and leverages knowledge about the category, market place, retailers, channels, media landscape and macroeconomic climate that have a direct infuence on business performance
  • Manage research / reporting initiatives to inform and validate shopper marketing campaigns
  • Conduct competitor analysis and monitor competitor strategies to recommend adjustment to shopper plans 

SHOPPER ACTIVATION 
  • Own the strategic design and implementation of insight-driven omni-channel shopper marketing initiatives 
  • Lead cross functional teams from ideation through to completion through effective project management 
  • Develop insight based shopper activity, curated with relevant content and messaging strategy
  • Take an omni-channel approach to all activity, influencing shopper behavior from pre-store to post-store
  • Align with retailers on best practice for ATL, social, influencer, SEO and digital strategy for campaigns
  • Co-design path to purchase touchpoints & assets with retailers, by activation scale and store tier/format
  • Lead and deliver creative and creative assets for all retail activations (online and in-store)
  • Coordinate and manage activity and creative alignment/sign-off from NAM, brand, legal, creative hub, COE, retailer and approval of Senior Manager, Shopper Marketing ANZ for all initiatives and creative
  • Clearly define measures of success and initiative review process to ensure continuous improvement
  • Develop effective and efficient target store lists in conjunction with NAM (stock), field and retailer
  • Deliver field team briefing kits and VM guides, on time, in full
  • Develop field operating rhythm to drive VM compliance, execution reporting and hear voice of shopper
  • Own relationships with 3rd party suppliers ensuring best output quality and cost structure Optimise the digital and physical Path to Purchase and shopper journey
  • Relentlessly drive continuous optimisation of the entire path to purchase (online, digital and in-store)
  • Ensure all NPD’s launch with impact and are executed to the highest standard across online and in-store 
  • Partner with retailers to drive a seamless online experience and implement digital ‘brilliant basics’ and perfom gap analysis against online journeys/e-comm funnel. Scorecard reporting & action plan setting 
  • Manage online data and syndication agency content and relationships, in partnership with group teams 
  • Develop, innovate, test, learn and implement new digital shopper solutions in the physical environment 

LEADERSHIP 
  • Be the project lead in the development and execution of key campaigns, ensuring best in class activations 
  • Externally focused, successfully bring the voice of the customer into the organization to educate key stakeholders on evolving customer requirements 

BUDGET MANAGEMENT & INVESTMENT EVALUATIONS 
  • Manage project budgets, forecast accurately, monthly reconsiliation and ensure all spend is within budget 
  • Manage alignment to commercial promo plans, EI and ‘one view’ of activity inventment across the retailer 
  • Conduct post analysis on all projects. Use data to draw relevant learning and insights, to course correct strategy where required. Be vigilant to ensure brand building investment (BBI) delivers optimal ROI 

CUSTOMER ENGAGEMENT & STAKEHOLDER RELATIONSHIP MANAGEMENT 
  • Develop strong collaborative partnerships with our retailers marketing, VM and digital teams
  • Work closely with account team to align customer communications, be the go to person for shopper activity
  • Manage internal shopper marketing cross functional weekly wip & wider comms for your lead categories

About you

You possess
  • Relevant tertiary qualification
  • 5+ years experience in a marketing or sales role with an international or FMCG retailer/company and 3 years Shopper Marketing or Trade Marketing experience with a blue chip fast moving consumer goods company 
  • Working experience with an understanding and implementing sales and marketing strategy 
  • Effective Project Management skills, including planning, communication & budget management 
  • Capable of challenging and influencing thinking across a broad range of stakeholders 
  • Ability to work cross functionally with internal & external stakeholders 
  • Solid commercial customer management experience 
  • Insights led; Ability to think both conceptually and practically – backed up with genuine desire to get results and make a difference with customers and innovate change at point of purchase 
  • Results driven with a drive towards mutually beneficial outcomes 
  • Self-motivated, responsive and tenacious 
  • Strong problem solving skills 
  • Digital / Omi-channel experience preferable / desired

Benefits

Dyson ANZ monitors the market to ensure competitive salaries. Beyond that, you’ll enjoy an annual bonus and discounts on our latest technology. But financial rewards are just the start of a Dyson career. Rapid professional growth, leadership development and new opportunities abound, driven by regular reviews and dynamic workshops. And with a vibrant culture, the latest devices and a relaxed dress code reflecting our creative engineering spirit, it’s an exciting team environment geared to fuelling and realising ambition. 
#LI-DYSON

Interview guidance

We are following the government guidelines regarding COVID19. At this time all interviews will be conducted via video or telephone. We’re taking these precautionary measures to protect both our employee and candidate wellbeing. Our Talent Acquisition team will work with you and provide further information as appropriate.