Shopper Marketing Director

Sinebrychoff is seeking a Shopper Marketing Director to lead Sinebrychoff’s shopper marketing function and drive commercial excellence across both off- and on-trade channels.

This new role will shape how we connect with retailers, restaurant owners, and shoppers—ensuring our shopper marketing efforts are insight-led, results-oriented, and executed with agility and excellence, driving share, revenue and brand equity growth.

It is the job of the Shopper Marketing Director to build best-in-class capabilities, embed innovative tools and methodologies, and strengthen the connection between category&brand strategy, commercial priorities, and channel needs across both off- and on-trade.

Leading the commercial planning process, the Shopper Marketing Director will facilitate the commercial agenda across functions. The Shopper Marketing Director reports directly to the VP Marketing and has an important role in the Marketing Leadership Team. This role also requires close collaboration with Sales VPs, Customer Directors, Key Account Directors, Channel Teams, and Field Sales to ensure seamless execution across all shopper touchpoints. The Director also engages regularly with Management Team members, external agencies and vendors, and the Carlsberg Group shopper marketing community, ensuring best practices are shared and leveraged across markets.

Key Responsibilities

• Drive the shopper marketing agenda as part of the Marketing Leadership Team
• Lead, coach, and develop a team of three Shopper Marketing Managers
• Embed structured, data-driven processes rooted in shopper and customer needs
• Collaborate cross-functionally to identify growth opportunities and develop impactful shopper programs
• Set clear standards for campaign design, execution, and measurement
• Lead performance measurement, A/B testing, and budget optimization for shopper marketing
• Own and facilitate the annual commercial planning processes

What You Will Bring

• 8+ years of experience in shopper marketing, trade marketing, category management, or related commercial function within FMCG
• Proven leadership experience with direct responsibility for team development
• Strong understanding of shopper behaviour, customer engagement, and FMCG dynamics
• Demonstrated success in driving insight-led shopper marketing strategies.
• Experience in performance measurement and A/B testing; familiarity with AI-enabled marketing or project management tools is a strong plus.
• Excellent stakeholder management, communication, and influencing skills.
• Analytical mindset with experience using data to inform strategy and measure performance, combined with a hands-on, execution-oriented approach
• Fluency in Finnish & English
• Relevant educational background being minimum Bachelor’s, and ideally Master’s degree

What We Promise You

• We are proud of our strong brands – and especially of our people. We guarantee a safe workplace where mutual respect, inclusion, and an open work culture are actively nurtured. The wellbeing, health, and safety of our employees are our top priorities. We believe in collaboration, consumer-centricity, and making an impact at work.
• We are a proven and trusted employer whose strong commitment to sustainability is something you can genuinely be proud of. We aim for ZERO in key areas such as carbon footprint, water waste, irresponsible drinking, and workplace accidents.
• We offer a bonus system and comprehensive employee benefits, including sports and culture vouchers, extensive occupational health care, a versatile staff restaurant, and a well-equipped gym at the workplace – not to mention tastings of new products and refreshing beverages to brighten your workday! The compensation of this role also includes a car benefit.

About the Recruitment Process

• The application period ends on 17.11.2025 – in addition to your CV, we look forward to reading your motivational letter. Kindly submit your application documents in English.
• Applications will be reviewed, and interviews may be conducted during the application period.
• For more information about the application process, kindly reach out to Specialist, People & Culture Telma Lehto (telma.lehto@sff.fi)

Founded in 1819, Sinebrychoff is part of the Carlsberg Group. Sinebrychoff brews beer and produces cider, long drink beverages, soft drinks, waters and energy drinks. Power brands Karhu, KOFF, 1664, Carlsberg, Battery Energy Drink, Monster Energy, Crowmoor and Somersby are in the company's portfolio, as well as Coca-Cola beverages such as Coca-Cola, Fanta, Bonaqua and Sprite. Diversity of its personnel, interaction with its customers and society and strong brands are important to Sinebrychoff along sustainability. Sinebrychoff brews its beverages with 100% renewable energy and is a carbon neutral brewery. The brewery supports responsible drinking with its selection of alcohol-free beers.

Brewing for a better today and tomorrow. sinebrychoff.fi — Facebook & Instagram: Sinebrychoff1819 - LinkedIn: Sinebrychoff  kohtuullisesti.fi