Shopper Marketing Manager - Active - JD Sports, Outdoor, Go Outdoors, SDI



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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 responsible for developing brand aligned shopper activation strategy and objectives for Pentland active brands across JD Outdoor fascia’s (including Go Outdoors) and Sports Direct (SDI). This role is accountable for delivering a best in class shopper experience when shoppers choose to engage with our brands via our strategic customers across the full shopper journey; aligned with brand, regional and channel plans. 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 JD and SDI customer business teams and shopper design and merchandising team to articulate the customer activation vision that enables excellence in implementation globally across the customers.



  •  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 / global customer plans; supporting the delivery of our ambition with strategic customer and alignment with the commercial calendar
  • Be responsible for agreeing activation with the customer and delivering the brand communication objectives across the relevant touch points of the customers Shopper journey including promotions and new product launches to influence behaviour. Deliver and execute in stores demos + experiential concepts as required. Develop breadth of influence through a proactive contact strategy.
  • Partner with appropriate brand, digital & social media marketing teams to deliver 360 degree customer activation and own any tailored creative briefs by engaging with relevant agencies where required to deliver tailored customer content / materials
  • Work closely with sales and planning function and shopper insights team to gain greater understanding of consumers & shoppers and analyse trends to scope, recommend and execute plans, identifying opportunities and areas for improvement within assigned strategic customer across the Pentland brands
  • Responsible for ensuring clear internal communication of plans and activity via briefing notes and customer activation calendar.
  • 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.
  • Execute category management projects as part of a cross functional team and co-marketing opportunities to reinforce Pentland’s category captainship and maximize identified growth drivers.
  • Ddevelop POS materials and engage with the field activation teams as required. All projects are owned, managed are measured, taking necessary interventions to keep up on track. This will include the design and content decisions for customer- specific literature, customer events, VM store builds, Retailer online, Direct Mail and other digital executions.
  • Work with the Shopper Merchandising Executive to ensure instore merchandising solutions best fit store format and shopper profile for effective instore shopper objectives and brand visibility.
  • Monitor, evaluate and diagnose brand activation and competitors to ensure ongoing continuous improvement and advise commercial teams on maximising return on our investment with the customer and improvement of go to market execution.
  • Play a key part throughout the customer sell-in process ensuring delivery of key propositions through proactive shopper activation plans that support delivery of the customer plan and growth ambitions
  • To be an active member of the Pentland Strategic Customer team, communicating activation plans to customer teams and UK leads working within a global matrix team facilitating, sharing & reapplying learnings that allows us to work more effectively in a ‘One Pentland’ way
  • Manage (via dotted line reporting) Shopper Merchandising Executive


Needs to have

  • Proven track record of planning and delivering shopper marketing plans with customers
  • 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
  • Additional functional experience, preferably in Shopper Insights, retail or category management is an advantage
  • Knowledge of competition law
  • Negotiation trained (beneficial)
  • Prepared to travel UK and globally as required

Needs to be

  • Able to demonstrate a passion for bringing the voice of the shopper and customer in to the business
  • Able to deliver brilliant execution, be thorough and apply high standards in everything you do
  • 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


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Confirmed 19 hours ago. Posted 30+ days ago.

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