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Head of UK Shopper Marketing

Head of UK Shopper Marketing

Job ID 
Position Type 
Permanent Full-Time
Sales and Business Development
Pentland Brands

More information about this job


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Building a family of brands, for the world to love, generation after generation


Pentland is the name behind some of the world’s best sports, outdoor and fashion brands.


We own Berghaus, Canterbury of New Zealand, Speedo, Boxfresh, Ellesse, KangaROOS, Mitre, Prostar and Red or Dead. We are also the global licensee for Lacoste Chaussures and Ted Baker footwear, the UK licensee for Kickers, and are shareholders in other companies such as Hunter, Butterfly Twists, Heidi Klein and Tracksmith.


We’re a third-generation, family-owned business – and we retain strong family values. We care about people, and that’s what drives our day-to-day work. This year the Great Place to Work® Institute recognised Pentland Brands the 11th Best Workplace in the UK and the 16th Best Workplace in Europe. Our global headquarters is in the UK and we employ 2,000 people across 20 countries around the world.


We believe that doing business the right way, with respect for people and the environment, is essential for ensuring our long-term sustainability - generation after generation. The Pentland values are at the heart of what we do and how we interact with the world around us.


For further information, please visit


Key Purpose of Job:

This role is a senior role within the Active Division that will require an experienced Commercial leader.

You will need to drive sustainable results for Pentland and customers through category leadership; developing insight led customer initiatives and winning POP solutions.

You will be expected to work cross functionally across Pentland to implement a category leadership approach to winning with our key retailers. This role will lead the creation of a brand aligned shopper activation strategy. This role is accountable for delivering a best in class shopper experience when shoppers choose to engage with our brands across the full shopper journey; aligned with brand, regional and channel plans.  You will lead, own and manage the budget This role ensures budgets are managed and alignment is created across the consumer and customer function to deploy the brand plan tailored to the customer focused plan. 

This role will require you to develop shopper marketing strategies with brand activation colleagues, sharing best practice and scale efficiencies across the categories and delivering the required activation trackers. You will work with the customer business teams and shopper activation team to articulate the customer activation vision that enables excellence in implementation across the customers.

Key to success in this position is the ability to enable a team of people and influence a number of stakeholders across the brand, division and Pentland.



  • This role will manage a team of 6 direct reports.
  • To direct, support and enable the Shopper team to deliver the customer and channel activation plan that inspires and excites our customers and shoppers with accountability for the brand execution aligned to regional/brand/channel customer plans; supporting the delivery of our ambition with our customers and alignment with the commercial calendar 
  • Be responsible for ensuring all relevant materials are available from the Sales and Planning team in order to deliver the relevant activation with the customer, ensuring 360 degree touchpoints are in line with the customer teams requirements and also deliver the strategy and tactics of the Active brands.
  • Scope and lead the strategy for any external marketing agencies required in order to execute the agreed activation plans with our customers including digital & social media marketing teams to deliver 360 degree customer activation, shop fit companies, event management and athlete management.
  • Lead the team in working closely with the sales and planning function and shopper insights team to gain greater understanding of consumers & shoppers within the UK+Ireland and analyse trends to scope, recommend and execute plans, identifying opportunities and areas for improvement.
  • Responsible for representing the UK Active Division in brand initiatives feeding in specific UK requirements and needs in order to deliver market leading shopper displays and categories.
  • Design and establish the Shopper Marketing function within Pentland ensuring they identify category opportunities, increase sales and achieve customer business targets.
  • Responsibility for internal influence, engagement and education to deliver plans & bring in a deep understanding of the customer and their needs to Pentland. Be the voice of the Shopper for this channel within Pentland and drive the channel agenda internally engaging the sales and planning team on appropriate channel requirements and  timelines. 
  • Agree and scope category management projects as part of a cross functional team ensuring all elements are available in order to direct your team to reinforce Pentland’s category captainship and maximize identified growth drivers.
  • Lead the team in defining and feeding into Sales and Planning the specific needs of UK specific channels to ensure the right tactics are fed into the brand team to ensure relevant POP tools are delivered for the team to execute within our distribution points.
  • Lead the strategy and direction of the brand sell in events with UK + Ireland customers ensuring all relevant elements of the brand strategy are delivered and executed in line with expectations. Deliver through the team market leading launch days and events maximising the exposure and and display of our brands and sales targets achieved with our customers.
  • Responsible for ensuring sufficient budget is allocated to enable delivery of the annual strategic shopper plan, monitoring and cause correcting when needed. 
  • To be an active member of the UK Active Division Senior team, communicating strategy and plans to direct reports, customer teams and UK leads capturing and building on learnings to ensure continuous improvement within the department.


Needs to have

  • Man management experience essential
  • Proven track record of planning and delivering shopper marketing plans through teams
  • Ability to build a persuasive selling story
  • Strong Influencing skills – Experience of influencing and engaging key figures in customer organizations
  • Strong commercial acumen 
  • Experience of working in a multi-functional team & working in a matrix environment; managing key stakeholders across multiple working locations
  • Strong communication skills both internally & externally.
  • Experience of managing multiple projects, deadlines and competing priorities
  • Strong planning, organisational and prioritisation skills are required.
  • Understanding of retail and commercial models
  • Knowledge of competition law
  • Prepared to travel UK as required

Needs to be

  • Confident in leading people and influencing others.
  • Able to demonstrate a passion for bringing the voice of the shopper and customer in to the business 
  • Can think in the future, anticipate trends and opportunities, generate ideas and move them to action
  • Confident, professional and articulate communicator
  • Challenge and recommend new ideas and be willing to drive strategies and efficiencies
  • Pro-active, exceptionally well organised and able to prioritise behind areas adding greatest Pentland value
  • Tenacious, flexible and resilient, driven to achieve even when faced with obstacles
  • An ambassador for Pentland Brands
  • Numerate, analytical and comfortable using data and insight to inform thinking and build compelling relevant commercial arguments
  • High tenacity & passion to achieve via influence
  • Works with customers and internally to implement solutions
  • Able to work both independently as well as being a great team player
  • Able to liaise and influence with people at all levels
  • Ability to lead continuous improvement
  • Ability to work with matrix mind-set and build trust across multiple locations of work