Associate Manager, Customer Marketing

About the role

Reporting into the Senior Manager, Customer Marketing, the Associate Manager, Customer Marketing plays a pivotal role in shaping how our brands appear across retail touchpoints. You will collaborate closely with Sales, Brand and Consumer Products to deliver against aligned goals, driving brand impact and commercial performance. You will lead end-to-end retail activations within your channel - taking ideas from concept through to execution - and ensure our brands land powerfully across stores and digital platforms. We are looking for an experienced and commercially minded retail marketer who can deliver best-in-class campaigns that drive physical and digital conversion, brand love, shopper impact and category growth. This role owns the full shopper journey, from fixturisation and retail theatre to retail media, eRetail excellence, in-store activation and promotional execution. You will partner with internal teams and retail partners to deliver high-impact, insight-led programmes that maximise share of voice and accelerate growth across priority brands. What Your Impact Will Be: Lead end-to-end retail activations, maximising commercial opportunities to drive sales in line with revenue targets and strategy. Oversee in-store and digital execution across trade and campaign activity, ensuring retail excellence at every touchpoint. Use data and insights to shape strategies, adopting a test-and-learn mindset to drive innovation. Translate shopper-centric ideas into scalable, commercially compelling activations delivering strong ROI in key trading and seasonal windows. Stay ahead of trends, seasonal moments and consumer behaviours to inform future activation. Engage shoppers meaningfully across multiple touchpoints, balancing creativity with commercial effectiveness and tailoring to audience needs. Build strong internal and external relationships - including retailers and agencies - to maximise placement and unlock new opportunities. Develop and nurture key retailer partnerships, delivering trust, value and flawless execution. Create compelling category, channel and retailer pitch decks to support sell-in. Provide retail partners with differentiated, impactful marketing solutions aligned to business objectives and KPIs. Work cross-functionally to shape and leverage retail opportunities across channels and franchises. Act as a bridge across global, regional and local teams - PR, Live Events, Brand, Sales, Consumer Products and agencies - collaborating as one team. Manage a large and complex portfolio across owned brands, licensor brands and new launches with strong organisation and agility. Responsible for budget management, monitoring spend against performance and ROI metrics. Provide clear leadership with direct report responsibility, fostering growth, clarity and high performance.

Requirements

• Significant experience in shopper, retail or trade marketing with strong omnichannel activation expertise (in-store and online).
• Degree-level education (or equivalent experience) in Marketing, Business, Digital/Commerce or a related field.
• Proven ability to deliver standout retail marketing execution with strong commercial return.
• Creative thinker with passion for ideation, blue-sky thinking and innovation at retail.
• Demonstrated ability to inspire, motivate and influence internally and externally.
• Deep understanding of the EMEA retail landscape, shopper behaviour and the interplay between brand and sales.
• Strong commercial acumen, able to turn insight into action and deliver ROI aligned to business and brand objectives.
• Confident operating at both a strategic and tactical level with end-to-end project management excellence.
• Excellent written, verbal and presentation communication skills, able to articulate strategy and influence sell-in.
• Highly collaborative team player with the ability to manage multiple stakeholders, functions and priorities simultaneously.
• Ability to stay ahead of consumer trends, seasonal moments and category dynamics to drive future-fit activation.
• Highly organised, able to thrive in a fast-paced environment while managing a demanding and varied workload.
• Experience in the toy, games or entertainment industry is ideal but not essential

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