Head of Shopper Marketing

Date: 12-May-2022

Location: Sydney, Australia

Company: Accolade Wines

About us

At Accolade Wines, our purpose is to enrich everyday moments. As one of the world’s leading wine companies, our award-winning portfolio includes beloved brands such as Hardys, Grant Burge, St Hallett, House of Arras, Mud House, Jam Shed and many more. We are one of the largest wine producers in the world – we’ve been around since 1836, and our portfolio has won a total of 8,846 international wine show awards in the last decade.

About the role

The driving force behind our business is our people – we have over 1,500 staff across Australia, the UK, Europe, Asia, South Africa, New Zealand and the Americas, and every one of us is passionate about making the ordinary extraordinary through our amazing wines.


We are now recruiting for a Head of Shopper Marketing to lead a Shopper Marketing team of 5 across ANZ, to profitably grow sales by engaging and exciting shoppers with market leading insight-led activations in an omni-channel environment. This role will develop a deep understanding of shopper behaviour within the various On & Off Premise segments and all activity is focussed accordingly. This role oversees the development and delivery of Shopper Marketing activity in line with annual commercial plans and budgets, optimising investment and positive impact on our brands.  


This role is based in our brand-new Sydney Office on Castlereagh Street CBD, and can enjoy the flexibility to work from home also. 

Key responsibilities include:

•    Market & channel profitability, help deliver the business plan and elevate our brand and business performance, 
•    Lead the annual development and quarterly implementation of insight-driven marketing and merchandising initiatives that drive conversion and deliver on aligned strategic objectives
•    Working closely with Sales, Marketing and our Customers on opportunities that provide an aligned outcome for the retailer and Accolade Wines.
•    Understand the shopper behaviours and leverage these insights in strategic path to purchase initiatives.
•    Build comprehensive 12 month BTL plan in line with business rhythms timelines.
•    Ensure all initiatives are adequately funded and ROI's completed on key shopper initiatives.
•    Ensure post evaluation and timely reporting on key shopper initiatives. 
•    Continue to develop the Shopper team ensuring they are leading shopper planning discussions with key customers. 
•    Support the Design team
•    Deliver and optimise Marketing Services Marketing Services including; POS Maker (web based on premise customised point of sale system), BrandLink (point of sale warehouse), SKUlibrary (image library), Trade Advertising, Brand Catalogues (On/Off/Premium).
•    Positive perception created around shopper marketing adding value and strategy.

What you’ll bring:

•    University degree in business, marketing or related discipline
•    Minimum 5 years’ experience in FMCG (wine/liquor preference) / FMCG with at least 3 of these years in BTL marketing 
•    Proven ability to develop and lead insight led Shopper marketing initiatives that drive competitive advantage demonstrating an understanding of what motivates shoppers
•    Experience in planning, building and monitoring annual business plans
•    Shopper insights and shopper marketing experience
•    Demonstrated reputation for customer engagement with ability to drive mutual business results
•    Collaborating with brand/category/sales/finance teams and other key internal/external stakeholders; effective in influencing wide variety of stakeholders 
•    Strong commercial acumen and understanding of the impact of shopper spend on channel profitability with thorough ROI process understanding. Experience in managing budgets and tracking spend effectiveness.
•    Demonstrated ability to achieve targets and meet challenging deadlines
•    Experience in leading a diverse team and developing shopper marketing capabilities.  
•    Knowledge of basic sales management concepts (e.g., sell-in process, trade promotion and pricing, category management, feature/benefit selling, distribution/channels)

What you can expect:

An annual wine allowance, on top of your salary! You heard right – you’ll get money to spend on our amazing wines, as well as a fantastic range of benefits including a gym subsidy and employee assistance program. Plus a whole host of career opportunities across the world. And wine. Oh, also – wine.