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Brand Manager - Shopper Marketing, Japan

Date: 17-Sep-2022

Location: Tokyo, Tokyo, JP

Company: Zespri Group Limited

About Zespri


Zespri is the world’s largest marketer of kiwifruit with over 800  people in New Zealand and throughout Asia, Europe and the Americas.

We  help people, communities and the environment thrive through the goodness of kiwifruit. We sit at the heart of an interconnected industry working with 2,800 growers in New Zealand and 1,500 growers in Italy, France, Greece, South Korea and Japan. We supply the world’s healthiest little superfruits to people in more than 50 countries. We are fruit on a mission.

Our values are at the heart of everything we do. We commit to guardianship; putting people, the community, and the environment first. We are results-driven, challenging ourselves to grow and deliver better value. We cultivate personal connections, listening and acting with empathy and humility – and treating each other better for it.

We are growing quickly, driven by our success in engaging more and more consumers and by offering the world’s best kiwifruit 12 months of the year. We have bold ambitions and aim to grow sales from approximately $3 billion in 2018 to $4.5 billion by 2025.

To achieve our goals, we’re empowering our people to achieve their goals, designing our work for wellbeing, through flexible work practices and self-leadership.

We have bold ambitions for the future and we want all of our people to live and perform at their best.


About The Role


Generate the top-class shopper marketing strategies and programs as the leading food brand in Japan. In this matured / competitive food category, Zespri keeps evolving the business - Shopper Marketing is one of the key growth driver. We are looking forward to working with someone who has strong ambitions and visions to lead this exciting area together with us.



Develop, execute and optimize marketing activities for Shoppers

• Lead shopper marketing strategies & executions such as Channel Strategy, Price-Pack architecture, Package Design, In-store Promotions, POS materials and Fruit Sampling activities to create distinctive in-store visibility and attract shoppers by collaborating with agency partners and market development (sales) teams
• Operate field merchandiser and promoter activities in market to maximize the visibility in-store in conjunction with the market development team.
• Operate nationwide Fruit Sampling activities to maximize the trial & sales run rate in conjunction with agency and market development teams, and keep improving its ROI with innovative ideas. 
• Optimise shopper marketing activities to meet with changing seasonal business conditions or to change them in conjunction with the market development team.  
• Co-work with the sales team on key account retail shopper marketing programs to deliver the most effective & efficient program within budget. 
• Deliver 5 year long term Shopper marketing strategy in line with overall marketing objective for longer term brand growth.


Lead in-store Sustainability initiatives

• Understand market, customer, consumer & shopper requirements on sustainability goals in conjunction with subject matter expertise in Zespri’s Centre of Excellence and Sustainability teams.
• Lead Sustainable instore offerings in the fruit category. 
• Collect information on distributor packaging materials to evaluate Zespri’s sustainability footprint for entering in Zespri’s Frontier system. 





Lead shopper research & market analysis


•  Lead any market shopper research to deepen our understanding and infuse key learnings into the strategy & plan development together with research team.
•  Lead market analysis by utilising customer POS/sales data (where available) to offer the most effective in-store promotion by different channel/store type.
•  Collect, monitor, evaluate and regularly report on Zespri’s & competitor shopper marketing activities.


Drive Return on Marketing Investment to maximize the use of Shopper Marketing budget.
•  Manage deliveries of assigned marketing activities within agreed budgets
•  Lead ROMI projects in shopper marketing activities and drive continuous efficiency & effectiveness. 




Qualifications & Experience


•  At least 5 years’ Shopper or Trade Marketing experience in B2C global company
•  FMCG global company experience can be preferable. 
•  In-store Marketing activity project lead experience minimum 3 years.  Full agency control & internal process management experience are mandatory. 
•  Robust Experience in POS analysis with strong analytical skill is mandatory. 
•  Quantitative and/or Qualitative market  research experience is preferable. (At least the experience of joining such research projects is mandatory)
•  Experience in cross functional team (sales/market development and/or supply chain/finance) is mandatory. 
•  Experience or capability to work effectively with global/regional marketing team is mandatory. 
•  Team player, trustworthy, reliable with high attention to detail – needs to ensure activities are compliant with Zespri standards and guidelines 
•  Experience working with retailers/distributors to implement instore marketing in Japan is preferable. 
•  Computer skills in Excel, Word and PowerPoint. 
•  Fluency in Japanese & English (both written and speaking) due to the nature of the role
•  Business English communication skill is mandatory due to the nature of the role






Zespri will not accept applications or contact from any temporary staffing agency, placement service or professional recruiter for this vacancy (“Agency”).


Where Zespri requires the support of an agency to fulfil a vacancy, we will proactively seek this support from our network of Agencies.  We respectfully ask that you do not contact Zespri or any of its affiliates/employees regarding vacancies, and reserve the right not to reply.


Zespri will not be responsible for, and will not pay, any fees, commissions or other payments related to such unsolicited resumes.