Shopper Market Leader, Malaysia , Consumer Business Group

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Job Description:

The Shopper Market Leader, Malaysia is responsible for leading shopper marketing strategy, analytics, execution, and operating excellence across all channels in Malaysia. This role translates shopper, customer, category, channel, and market insights into effective activation plans that drive conversion, strengthen brand visibility, improve promotion effectiveness, and support business growth.

Reporting to the Country Sales Leader, the role partners closely with Sales, Marketing, Supply Chain, Finance, Category, Distributor Management, customers, agencies, and vendors to deliver high-quality shopper programs and trade activations. A key expectation of this role is to build stronger data-driven decision-making, establish standardized templates, and implement clear shopper marketing standard operating procedures to improve planning, execution, tracking, and post-campaign evaluation.

The role will also lead, coach, and develop a Senior Shopper Marketer.

Shopper Marketing Strategy and Activation

• Develop and execute shopper marketing strategies and activation plans across all Malaysia channels, aligned with sales priorities, brand plans, category strategies, and business objectives.

• Translate shopper, customer, category, channel, and market insights into activation programs that drive traffic, conversion, basket growth, and brand preference.

• Lead customer and channel activation planning across modern trade, general trade, distributors, e-commerce, specialty channels, and other relevant routes-to-market.

• Partner with Sales and Marketing to build customer activation calendars, trade promotion plans, and multi-brand campaigns that support One 3M positioning.

• Manage end-to-end execution of shopper campaigns and trade promotions, including campaign mechanics, POSM development, customer alignment, launch readiness, and in-market execution.

Data Analytics and Performance Management

• Lead shopper marketing analytics by tracking sell-out performance, promotion effectiveness, ROI, execution quality, channel trends, and customer activation results.

• Analyze sell-in, sell-out, customer, category, shopper, and market data to identify growth opportunities and improve activation decisions.

• Develop and maintain dashboards, performance trackers, scorecards, and post-campaign review templates to improve visibility of business impact.

• Convert data into clear insights, recommendations, and action plans for Sales, Marketing, Supply Chain, and leadership stakeholders.

• Evaluate campaign and promotion performance to identify what worked, what did not, and what should be improved for future activations.

SOP, Templates, and Operating Excellence

• Establish standardized shopper marketing templates, including campaign briefs, activation plans, promotion evaluation tools, A&P trackers, execution checklists, and post-campaign review formats.

• Develop and implement shopper marketing SOPs covering campaign planning, approval processes, POSM development, execution tracking, budget management, and performance evaluation.

• Drive consistent ways of working across Sales, Marketing, Supply Chain, Finance, Distributor Management, agencies, vendors, and other relevant partners.

• Improve planning discipline, execution consistency, documentation quality, and performance tracking across all shopper marketing activities.

• Continuously review and improve shopper marketing processes to increase speed, efficiency, governance, and business impact.

Supply Chain and Execution Readiness

• Work closely with Supply Chain to ensure product availability, inventory readiness, launch coordination, promotion feasibility, and smooth execution of key campaigns.

• Partner with Supply Chain and Sales to anticipate demand requirements for major promotions, new product launches, and customer activations.

• Ensure shopper marketing plans are aligned with stock availability, lead times, customer requirements, and execution timelines.

• Identify supply-related risks early and work with relevant teams to resolve issues before campaign launch.

Merchandising and Omnichannel Execution

• Improve merchandising standards, planograms, displays, shelf communication, secondary placements, and omnichannel brand visibility.

• Ensure shopper programs are executed consistently across relevant physical and digital touchpoints.

• Monitor execution quality and identify opportunities to improve in-store presence, online visibility, and shopper engagement.

• Work with Sales, distributors, and external partners to ensure high-quality final-mile execution.

Budget and Resource Management

• Manage assigned A&P and shopper marketing budgets in line with business priorities and expected returns.

• Track spending and ensure proper budget governance, documentation, and reporting.

• Recommend investment priorities based on data, shopper impact, channel opportunities, ROI, and business potential.

• Manage agencies, vendors, and external partners to ensure timely and cost-effective delivery.

People Leadership

• Lead, coach, and develop the Senior Shopper Marketer reporting into this role.

• Set clear priorities, performance expectations, and development objectives.

• Build shopper marketing capability, analytical discipline, and execution excellence within the team.

• Foster a collaborative, structured, accountable, and performance-driven working environment.

Qualifications and Experience

• Bachelor’s degree in Marketing, Business, Commercial Management, Data Analytics, or a related field.

• Relevant experience in shopper marketing, trade marketing, customer marketing, channel marketing, category activation, sales activation, or commercial planning.

• Strong data analytics capability, with experience analyzing sales, sell-out, customer, channel, category, promotion, and shopper data.

• Experience developing dashboards, reports, scorecards, templates, or performance tracking tools.

• Experience creating or improving business processes, standard operating procedures, templates, or ways of working.

• Experience working across multiple channels, such as modern trade, general trade, distributors, e-commerce, or specialty channels.

• Strong understanding of shopper behavior, retail execution, category management, promotions, merchandising, and omnichannel activation.

• Experience managing A&P budgets, POSM development, agencies, vendors, and promotional execution.

• Experience working closely with Supply Chain to support product availability, launch readiness, promotion planning, and execution feasibility.

• Prior people management or team leadership experience is preferred.

• Strong proficiency in Excel and PowerPoint; experience with Power BI, Tableau, or other data visualization tools is preferred.

• Strong analytical, project management, communication, and stakeholder management skills.

• Commercially driven, structured, and highly accountable, with the ability to influence across functions.

Location: Petalying Jaya, Malaysia.

Worker type: Permanent.

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